Value Company has developed a new lathe that is designed to offer superior performance to a comparable lathe sold by one of Value Inc.'s main competitors. The competitor's lathe sells for $12,000 and needs to be replaced after 1,500 hours of use. It also requires $800 of preventive maintenance during its useful life. Value Company's lathe performance capabilities are similar to the competitor's product with two important exceptions-It needs to be replaced only after 4,500 hours of use and it requires $3,000 of preventive maintenance during its useful life. From a value-based pricing standpoint what is the maximum sales price that Value Company should consider selling (pricing) the lathe at? (.e. What is the upper limit of the EVC range?) Multiple Choice $11,400 $36.000