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2 April, 14:10

Suppose your firm develops a new pharmaceutical product that may be used to reduce blood cholesterol levels, so the firm is the monopoly seller of this drug. If the elasticity of demand for this new product is - 4, what markup should your firm use to set the profit-maximizing price for the product?

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  1. 2 April, 14:30
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    The markup calculated as a result of information about the elasticity of demand

    Explanation:

    As a monopoly seller of pharmaceutical products the price set as markup would be above our marginal cost.

    There are three facts about markup:

    1. The Markup is not to be a price below marginal cost of the pharmaceutical product.

    2. Markup is smaller when demand is more elastic. Remember if the price elasticity of demand is lower than 1, (negative) a rise in price causes an

    increase in revenue for the seller.

    Therefore having a - 4 elasticity of demand could imply more profits for the firm.
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