Winter Run operates a Rocky Mountain ski resort. The company is planning its lift ticket pricing for the coming ski season. Investors would like to earn a 15% return on investment on the company's $135,000,000 of assets. The company primarily incurs fixed costs to groom the runs and operate the lifts. Winter Run projects fixed costs to be $36,000,000 for the ski season. The resort serves about 750,000 skiers and snowboarders each season. Variable costs are about $8 per guest. Currently, the resort has such a favorable reputation among skiers and snowboarders that it has some control over the lift ticket prices Read the requirements Requirement 1. Would Winter Run emphasize target pricing or cost-plus pricing? Why? Winter Run should emphasize a cost plus approach to pricing because it has been able to differentiate its ski resort from others in the area. Because of its good reputation, managers will have some control over pricing. Of course, they still need to consider whether the cost-plus price is within the range customers are willing to pay Requirement 2. If other resorts in the area charge $78 per day, what price should Winter Run charge? Complete the following table to calculate the price Winter Run should charge per lift ticket. Requirements Plus 1. Would Winter Run emphasize target pricing or cost-plus pricing? Why? 2. If other resorts in the area charge 578 per day, what price should Winter Run charge? Plus: Divided by Print Done Price per lift ticket