Week 2 Check Your Understanding

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Strayer University Week 2 Check Your Understanding Chapter 3 Problem 3 The Olde Yogurt Factory reduced the price of its popular Mmmm Sundae from $2.25 to $1.75. As a result, the firm’s daily sales of these sundaes have increased from 1500 per day to 1800 per day. Compute the arc price elasticity of demand over this price consumption quantity range. Answer: 1.75 – 2.25 = -.5/2.25 = -.22 or -22% P 1800 – 1500 = 300/1500 = .20 or 20% Q = -.91 Chapter 3 Problem 4 The subway fare in your town just increased from 50 cents to $1.00 per ride. As a result, the transit authority notes a decline in ridership of 30 percent. Answer a. Compute the price elasticity of demand for subway rides. Fare price increase = 50 to 100 cents, Percent rise in fare (100-50/50) * 100 = 100%, Decline in demand = 30%, Price elasticity = 30/100 = 0.3 b. If the transit authority reduces the fare back to 50 cents, what impact would you expect on the ridership? Why? By reducing the fare to 50 cents you increase demand/price elasticity demand. Since increasing the price causes ridership to decrease by 30%, we know that the decrease in price will trigger the opposite. Chapter 3 Problem 7 In an attempt to increase revenues and profits, a firm is considering a 4 percent increase in price and an 11 percent increase in advertising. If the price elasticity of demand is -1.5 and the advertising elasticity of demand is +0.6, would you expect an increase or decrease in total revenues? Answer This will cause a decrease in total revenue because: 1. The advertising elasticity presents a low coefficient which is interpreted as the markets not being as receptive to the products that would be needed to boost sales. 2. When the company decides to increase price, total revenues are affected because of a decrease in demand (decrease in the

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