You are a manufacturer and your product will sell through wholesalers who aim for a 20% gross profit margin, and then through retailers who aim for a 40% gross margin. If you want the price to end users to be $10.00, then the price to retailers must be---?-. To get a ? price to retailers, the price to wholesalers must be-?---. Therefore, to get a $10.00 price to end users, your selling price to wholesalers must be--?--. Channel intermediaries normally will pass along this price increase to maintain their profit percentages. In our example, if you raise your price by $1.00, to $5.80, then wholesalers will raise their price to ....... Retailers will raise their price from $10.00 to