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You are setting a price for your product, and you want to base it on a Value-In-Use (VIU) analysis comparing your product to your one,
You are setting a price for your product, and you want to base it on a Value-In-Use (VIU) analysis comparing your product to your one, major competitor. Both products are valued exactly the same by customers, so there is no difference in incremental value. Your competitor charges $5000 and has $1000 in post-purchase costs. You have $2000 in post-purchase costs to the customer. Neither you nor your competitor has start-up costs. Your variable costs for each unit produced are $3000. Using best practices for Value in Use, which of the options below is most likely to describe your ultimate price?
A) Below $3001
B) Below $4001
C) Above $5001
D) Above $6001
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