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2. After graduating from Kellogg you are hired by Walgreens and put in charge of pricing the firm's private-label generic medication. You start on the
2. After graduating from Kellogg you are hired by Walgreens and put in charge of pricing the firm's private-label generic medication. You start on the over-the-counter cold and pain- reliever market in the Midwestern United States. Customers differ in their symptoms and willingness to pay, and there are approximately 1 million customers of each type per year (they only consider purchasing the store-brand medication). After some market research you find the following willingnesstopay from the different customer types. l Pain Reliever Decongestant ' TypeA $1.50 $6.50 The marginal cost of the pain reliever and the decongestant is $0.50 each. a. If you were to sell the pain reliever and the decongestant separately, which price would you choose for each? What are your profits per year? b. You have the ability to combine these two drugs into Walgreens Super Cold Relief, which contains both a pain reliever and a decongestant, for a marginal cost of $1. Each customer type's willingness-to-pay for the combined medication is the sum of their willingness-topay for the active ingredients it contains. If you were to sell only the combined medication and not the two separately, what price would charge for Super Cold Relief? What is your profit per year
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