An important lesson in marketing or economics is that of the concept of elasticity and its use in revenue. Demand for a product is mostly elastic or inelastic. In these case when demand is elastic, prices should not be increased because they will lead to a reduction in revenue. In case demand is inelastic, prices should not be reduced because it will lead to a reduction in revenue. Hence an important lesson for price is to be higher for inelastic demand and lower for elastic demand, both of which will increase revenue and profit.
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