An entrepreneur approaches you about how to sell her new writing pens to consumers. The pens have a unique benefit. They are more comfortable to use than traditional pens. The entrepreneur is concerned the retailers she has approached want to buy the pens her at $10 a piece and then sell the pens in their store at $18 ate consumers. The entrepreneur is dismayed at the extra $8 the retailers are getting and has decided to sell product directly to consumers for $10. She wants to know your opinion. What do you think? Why?
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