The PepsiCo Sales Executive would benefit from understanding cross elasticity of demand and also for evaluating a recommnedation to lower the price of Doritos because the good quality of product increases it demand in the market. It shows monopoly after a long time due to quality standards and price. (i) The understanding of cross elasticity of demand and elasticity of demand support better decision-making by a mutual decision making by the team mates and upper management of the company. It is a joint decision after a fair discussion over the topic.

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