You Are Working for an Athletic Shoe Company That Has

Multiple Choice

You are working for an athletic shoe company that has just developed a shoe that is 40% lighter than any shoe on the market. This shoe is ideal for distance runners, and your company is confident that runners around the world will want to buy the shoe. Based on this information, you suggest that your company charge a higher price than other shoes on the market that is based on which of the following factors?

A) what competitors are charging
B) your cost to produce the product
C) the maximum price customers are willing to pay
D) what competitors are charging.