Idea Inc. is a small publishing company operating in the college and textbook market, which is one of the most profitable segments for book publishers. Idea Inc. has a cost of producing, handling, and shipping of about $30 for each additional book. The publisher’s overall marketing and promotion spending (set annually) accounts for an average cost of about $10 per book. Idea Inc.’s best-selling game theory text has a demand curve: P = 200 - Q, where Q denotes yearly sales (in thousands) of books. For this text Idea Inc. pays a $10 per book royalty to the author. a) Determine the profit-maximizing output and price for the game theory text.

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