Channel Level Manufacturer Wholesaler Retailer

Cost $ 11.26 $ $ 26.38 $ $ 32.97 $ $

Margin

Selling Price

Markup% on Cost 134% 25% 82%

Markup% on Price 57% 20% 45%

15.12 $ 26.38 6.59 $ 32.97 26.98 $ 59.95 48.69 Margin Selling Price 18.02 $ 29.28 5.86 $ 35.13 24.82 $ 59.95 48.69

Other way to get #

$ 32.97 Cost $ 11.26 $ $ 29.28 $ $ 35.13 $ $ Markup% on Cost 160% 20% Markup% on Price

Channel Level Manufacturer Wholesaler Retailer

Given Change in marketing strategy means the wholesaler is making less The total margin for the channel is the same .

76 $ Selling Price 18.Channel Level Manufacturer Wholesaler Retailer $ $ Cost Margin 6.02 Markup% on Cost 160% 20% 11.26 $ 18.02 $ 59.95 .

Markup% on Price 38% You start from top since it has more information .

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