2. A retailer is currently charging a price of $147.52 for a Hewlett-Packard OfficeJet printer that costs him $112.00 per unit. He determines that the point price elasticity of this model of printer is 5.1 at its current price. a. If he wants to maximize net contribution, is he better off raising his price, lower- ing his price, or keeping it the same? b. If the elasticity of 5.1 is valid over at least a range of $20.00 on either side of his current price, what is his optimal (contribution-maximizing) price?

ENGR.ECONOMIC ANALYSIS
14th Edition
ISBN:9780190931919
Author:NEWNAN
Publisher:NEWNAN
Chapter1: Making Economics Decisions
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2. A retailer is currently charging a price of $147.52 for a Hewlett-Packard OfficeJet
printer that costs him $112.00 per unit. He determines that the point price elasticity
of this model of printer is 5.1 at its current price.
a. If he wants to maximize net contribution, is he better off raising his price, lower-
ing his price, or keeping it the same?
b. If the elasticity of 5.1 is valid over at least a range of $20.00 on either side of his
current price, what is his optimal (contribution-maximizing) price?
Transcribed Image Text:2. A retailer is currently charging a price of $147.52 for a Hewlett-Packard OfficeJet printer that costs him $112.00 per unit. He determines that the point price elasticity of this model of printer is 5.1 at its current price. a. If he wants to maximize net contribution, is he better off raising his price, lower- ing his price, or keeping it the same? b. If the elasticity of 5.1 is valid over at least a range of $20.00 on either side of his current price, what is his optimal (contribution-maximizing) price?
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