EBK ECONOMICS TODAY
EBK ECONOMICS TODAY
18th Edition
ISBN: 9780133920116
Author: Miller
Publisher: YUZU
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Chapter 19, Problem 2CTQ
To determine

Change in total revenues of traditional cigarettes.

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A firm manufactures high priced gold plated wrist watches. The firm is considering lowering the price of its watches from the current $1000 per unit to $700 per unit.  The firm currently sells 6000 units per year.  The firm's staff economist believes the price elasticity of demand to be -3 over this price range.   If the firm lowers the price, will the total revenue increase, decrease or remain unchanged? Why? If it lowers the price, what will be the new level of quantity demanded? Of new total revenue? Would you suggest the firm to offer further price discount? Why? And Why not?
Explain how each of the factors would or would not affect the price elasticity of demand for a good or service that your company (or a company for which you have an interest) produces?
Explain why price elasticity of demand is important for firms to consider when setting their prices to ensure that they maximize their profits.
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