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Sonite customer segments.


1.    Name and briefly describe (in your own words) the various Sonite customer segments.
2.    Briefly describein practical terms, the various attributes/characteristics of a Sonite product.
3.    Name and briefly describe (in your own words) the various retail outlets that sell Sonites.
4.    How many specialty, mass merchandiser, and online stores were there at the end of period-0?
5.    In practical terms, explain the role of the commercial sales team.
6.    Part 1: Assume that the brand manager forecasts upcoming sales of LOXX to be 125,000 units, and that there are 35,000 units of SUSI in inventory.  Given this information, how many units of LOXX should the brand manager request be produced? Show your work. 
Part 2: Given your answer, if actual demand is greater than anticipated, what is the maximum number of units that could be produced (i.e., in this simulation)? Conversely, if actual demand is less than forecasted, what is the minimum number of units that would be produced? Show your work and explain.
7.    Part 1: Assume that the brand manager of Company U has specified a MSRP (manufacturer’s suggested retail price) for brand SUSI of $400.  What will its actual selling price be in specialty, mass merchant, and online stores? Clearly show and label your work. 
Part 2: If it costs $142 per unit to produce SUSI, and the MSRP is $450, what is the contribution margin per unit in each of the three channels of distribution? Show your work. 
Hint: there is an example in the Participant Handbook



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