Marketing Quiz
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PRICING STRATEGY
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A manufacturer of high-end bicycles, positioned as a performance leader, currently sells its most popular model for $4,000. The contribution margin is 40% of the selling price. To fund new R&D, the company needs to increase its total contribution margin by 10%. If the company chooses to achieve this solely through a price increase, and assuming unit sales do not change, what will the new price need to be?
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