Stinging pesticides corporation provides scorpion, Ask an Expert

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Stinging Pesticides, Inc., provides scorpion control services, to residential and business customers in the El Paso area. The company recently raised its service price from $70 to $80 per annual treatment. As a result, sales fell to 37,500 from 52,500 treatments in the year earlier period.

A. Calculate the arc price elasticity of demand for SPI service.
B. Assume that the arc price elasticity (from Part A) is the best available estimate of the point price elasticity of demand. If marginal cost is $48 per unit for labor and materials, calculate SPI's optimal markup on price and its optimal price.

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