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What price do you charge the public

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Your firm spent $100 million developing a new drug. It has now been approved for sale, and each pill costs $1 to manufacture. Your market research suggests that the price elasticity of demand in the general public is -1.1.

a. What price do you charge the public?

b. What would happen to profits if you charged twice as much?

c. What role does the $100 million in development costs play in your pricing decision?

d. The Medicaid agency has made a take-it-or-leave-it offer of $2 per pill. Do you accept? Why or why not?

Reference no: EM132171652

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