3. You are a marketing consultant, and your new client is the owner of a small chain of ice cream stores. The client has sold his ice cream at the same price since opening the stores seven years ago. Over the years, the costs of operating the stores have increased, cutting profits. The client feels he needs to increase his prices but is concerned that increasing prices may not be a good decision. Design a plan to measure price elasticity and thus determine if increasing prices will be good or bad for your client's profit. In a role-playing situation, explain to the client what you recommend.