Assume that you are the director of marketing for a firm that manufactures confectionary goods. You feel

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Assume that you are the director of marketing for a firm that manufactures confectionary goods. You feel the time is right for your company to increase the price of its products, but you are concerned that increasing the price may not be profitable. You feel you should examine the elasticity of demand. How would you go about doing this? What findings would lead you to increase the price?

What findings would cause you to rethink the decision to increase prices?

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