You are the Director of Marketing for New Balance Running Shoes, generally perceived as the highest quality products in the class, also the most expensive. You have been forced to raise prices, due to rising costs, and the large advertising budget. How will you communicate this to your customers, how will you "make it right" with them, can you somehow add value to justify the increase? What will your competitors do? Are you prepared for their reaction? How will the increase affect consumer buyer behavior?