Explanation to "Price Elasticity" problem
High-Time, Inc. manufactures medium proceed plastic wrist watches. High-time is considering lowering the price of its watches from the current $14 per unit to $10 per unit. High-Time currently sells 18,500 units per month. The firm's marketing department estimates the price elasticity of demand to be -2.5 over this price range.
a. If High-Time lowers the price, will the total revenue increase, decrease, or remain unchanged? Why?
b. If High-Time lowers the price, what will be the new evel of quantity demanded? Of the new revenue?