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Explain the role of demand in price determination. Demand is a key determinant of price. When establishing prices, a firm must first determine demand for its product. A typical demand schedule shows an inverse relationship between quantity demanded and price: When price is lowered, sales increase; and when price is increased, the quantity demanded falls. For prestige products, however, there may be a direct relationship between demand and price: the quantity demanded will increase as price increases. Marketing managers must also consider demand elasticity when setting prices. Elasticity of demand is the degree to which the quantity demanded fluctuates with changes in price. If consumers are sensitive to changes in price, demand is elastic; if they are insensitive to price changes, demand is inelastic. Thus, an increase in price will result in lower sales for an elastic product and little or no loss in sales for an inelastic product. Inelastic demand creates pricing power.
1. Explain the role of supply and demand in determining price.
2. If a firm can increase its total revenue by raising its price, shouldn't it do so?
3. Explain the concepts of elastic and inelastic demand. Why should managers understand these concepts?
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Tracy and Brenda are equal partners in Crescent Home Furniture, which is organized as an S corporation. For the year, the company reports sales revenue of $330,000 and business expenses of $195,000. Crescent also earns $15,000 in taxable interest ..
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