Beruflich Dokumente
Kultur Dokumente
Or both
Exhibit 1
Segment
Size Pdt. dev. cost
Mkt Dev Cost var cost
Large corp WTP
5000 Price
$150,000 Consumer Surplus
Margin
University/Corp R&D WTP
2000 Price
$100,000 Consumer Surplus
Margin
Consultants/ Professional WTP
20000 Price
$200,000 Consumer Surplus
Margin
Small Business WTP
15000 Price
$200,000 Consumer Surplus
Margin
Student WTP
500000 Price
$300,000 Consumer Surplus
Margin
at what price? Or both at what prices?
Willingness-to-pay
Stu. Ver. Comm. Ver.
$100,000 $200,000
$15 $25
$350 $1,200
$250 $900
$100 $500
$75 $225
$50 $60
Exhibit 1 Willingness-to-pay
Segment
Size Pdt. dev. cost
Mkt Dev Cost var cost
Large corp WTP
5000 Price
$150,000 Consumer Surplus
Margin
University/Corp R&D WTP
2000 Price
$100,000 Consumer Surplus
Margin
Consultants/ Professional WTP
20000 Price
$200,000 Consumer Surplus
Margin
Small Business WTP
15000 Price
$200,000 Consumer Surplus
Margin
Student WTP
500000 Price
$300,000 Consumer Surplus
Margin
Willingness-to-pay
Stu. Ver.
$100,000 Fixed cost $100,000
$15 Variable cost $15
$350
If we price it at $350 Fixed Cost
Cost $250,000
Revenue $1,750,000
$250 Profit $1,425,000
If we price it at $250
Cost $350,000
$100 Revenue $1,750,000
Profit $1,295,000
If we price it at $100
$75 Cost $550,000
Revenue $2,700,000
Profit $1,745,000
If we price it at $50
Cost $1,050,000
Revenue $27,100,000
Profit $17,920,000
Demand Variable Cost Total
5000 $75,000 $325,000
If we price it at $900
Cost $450,000
$500 Revenue $6,300,000
Profit $5,675,000
If we price it at $500
$225 Cost $650,000
Revenue $13,500,000
Profit $12,175,000
If we price it at $60
Cost $1,150,000
Revenue $32,520,000
Profit $17,820,000
Demand Variable Cost Total
5000 $125,000 $475,000
$60
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