Use This Information for Question That Refer to the Sporting

question 41

Multiple Choice

Use this information for question that refer to the Sporting Products,Inc.(SPI) case. Randy Todd,marketing manager for Sporting Products,Inc.(SPI) ,is thinking about how changes taking place among retailers in his channel might impact his strategy.
SPI sells the products it produces through wholesalers and retailers.For example,SPI sells basketballs to Wholesale Supply for $8.00.Wholesale Supply uses a 20 percent markup and most of its "sport shop" retailer customers,like Robinson's Sporting Goods,use a 33 percent markup to arrive at the price they charge final consumers.However,one fast growing retail chain,Sports Depot,only uses a 20 percent markup for basketballs,even though it pays Wholesale Supply the same price as other retailers.Furthermore,Sports Depot occasionally lowers the price of basketballs and sells them at cost-to draw customers into its stores and stimulate sales of its pricey basketball shoes.
Sports Depot is also using other pricing approaches that are different from the sports shops that usually handle SPI products.For example,Sports Depot prices all of its baseball gloves at $20,$40,or $60-with no prices in between.There are three big bins - one for each price point.
Todd is also curious about how Sports Depot's new strategy to increase sales of tennis balls will work out.The basic idea is to sell tennis balls in large quantities to nonprofit groups who resell the balls to raise money.For example,a service organization at a local college bought 2,000 tennis balls printed with the college logo.Sports Depot charged $.50 each for the tennis balls-plus a $500 one-time charge for the stamp to print the logo.The service group plans to resell the tennis balls for $2.50 each and contribute the profits to a shelter for the homeless.
Todd is not certain if Sports Depot ideas will affect SPI's plans.For example,SPI is considering adding tennis racquets to the lines it produces.This would require a $500,000 addition to its factory as well as the purchase of new equipment that costs $1,000,000.The variable cost to produce a tennis racquet would be $20,but Todd thinks that SPI could sell the racquet at a wholesale price of $40 each.That would allow most retailers to add their normal markup and make a profit.However,if Sports Depot sells the racquet at a lower than normal price other retailers might decide to carry it.
Randy Todd wants to use marginal analysis to price the new tennis racquets,but doesn't know the exact shape of the firm's demand curve.Under these circumstances marginal analysis:

• A) is useless.
• B) may be useful anyway because a profitable region usually surrounds the best price.
• C) will suggest the same price as break-even analysis.
• D) suggests that the only sensible approach is to follow the market leader.
• E) none of these alternatives is correct.

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Definitions:

Tympanic Membrane

The tympanic membrane, commonly known as the eardrum, is a thin membrane that separates the outer ear from the middle ear and vibrates in response to sound waves.

Inner Neural Layer

The retina's layer, part of the eye's interior that is sensitive to light and is crucial for vision.

Sclera

The white, opaque, fibrous outer covering of the eyeball, providing protection and form.

Choroid

A vascular layer of the eye containing connective tissue, located between the retina and the sclera, playing a key role in providing oxygen and nutrients to the outer layers of the retina.