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# markup rule - calculating price using elasticity

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Your company has developed a drug called Matrox that is an effective treatment for migraine headaches. You have just discovered that it can also be used for organ transplant patients to reduce the risk of organ rejection. The demand for migraine medications is considerably more
elastic than the demand for drugs to reduce the risk of organ rejections. A study has indicated that the elasticity of demand for Matrox as a migraine medication is -4.0 but as a transplant drug it is -1.5. The marginal cost is \$5 per dose. Assuming you can price differently for the two different types of customers of the same basic drug, what would be the prices in the two markets?

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In economics, the markup rule says that

Price = (e/(e+1))MC, where e is ...

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markup rule - calculating price using elasticity

\$2.19
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Jet Blue Airlines has determined that the price elasticity of demand for two customer segments (Coach and Business Class) is -1.35 and -2.50. Based on their expectations of profitability, Jet Blue realizes the price of a Coach seat should be \$175 (one way). How much should Jet Blue charge for a Business Class ticket?

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