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Last week, Wally's Burgers, Inc

Marketing

Last week, Wally's Burgers, Inc. reduced the average price on the 1/2-pound Papa burger by 1%. In response, sales jumped by 2%.

a) Calculate the point price elasticity of demand for Papa burgers.

b) Calculate the optimal price for Papa burgers if the marginal cost is $1 per unit.

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a).

Given that;

 

The elasticity of demand is calculated as:

 

The elasticity of demand is 2.

 

b).

The optimal price can be solved using the Lerner's index:

 

Solve for the Lerner's index:

 

Now solve for the price given that the marginal cost is $1:

 

The optimal price is $1.5.

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