F. James McDonald the former president of the US automobile workers federation suggested an average reduction of 4% in the price of the car. The automobile market was weak, which resulted in unemployment. Lower price would lead to greater sales and stimulate employment. McDonald believed that a 4% reduction in price would increase sales by 16%.
David black, representing the management of the automobile manufacturers disagreed with McDonald's estimation. Black cited studies which indicated price elasticity's ranging from 0.5 to 1.5.Black made it clear that he was referring to the elasticity of demand in response to a permanent price change of all manufacturers. He admitted that the elasticity to a temporary price cut might be greater. The studies to which Black referred found elasticity's ranging from 0.65 to 1.53.

a. describe the concept of elasticity of demand and the factors that affect it.

b. Interpret the meaning of David Blake's demand estimate ranging from .65 to 1.53. describe the significance of demand elasticity in taking business decision.