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John’s company currently has a 40% share of a 1 million unit market. The current price for his product is $100, but in a direct attempt to gain market share from a competitor, he is considering lowering the price of his company’s product by 10% in an attempt to increase market share to 50%. Marketing expenses and cost per unit will remain at the level of 15% of sales and $70, respectively.

1. Assuming no competitive response and that the price cut resulted in a market share increase to 50%, what would the impact be on net marketing contribution as a result of this action? Show your work.

a) an increase of 12.5%
b) a decrease of 20%
c) a decrease of 17%
d) no net change in net marketing contribution
e) not enough information to determine the impact on net marketing contribution

C D E F G CASE 1-1 Given Calculation Formula
18 Total Demand $1,000,000.00
19 Market Share 0.4
20 Average Selling Price/case $100.00
21 Variable Selling Price/case $70.00
22 Marketing&Sales Expense $60,000.00 $60,000.00 =(D18*D19)*0.15
23
24 Sales Revenue $40,000,000.00 D18*D19*D20
25 Cost of Goods Sold $28,000,000.00 =D18*D19*D21
26 Percent Margin 0.30 =(E24-E25)/E24
27 Net Marketing Contribution (NMC) $11,940,000.00 =D18*D19*D20*E26-D22

C D E F G Given Calculation Formula
34 Total Demand $1,000,000.00
35 Market Share 0.5
36 Average Selling Price/case $90.00 $90.00 =100-(100*0.1)
37 Variable Selling Price/case $70.00
38 Marketing&Sales Expense $75,000.00 $75,000.00 =(D34*D35)*0.15
39
40 Sales Revenue $45,000,000.00 D18*D19*D20
41 Cost of Goods Sold $35,000,000.00 =D18*D19*D21
42 Percent Margin 0.22 =(E24-E25)/E24
43 Net Marketing Contribution (NMC) $9,925,000.00 =D34*D35*100*(1-0.1)*E42-D38 Answer

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