Assume that an organization has to make a decision related to increasing or decreasing the price of a good or service that it sells. Given that the ultimate objective is to increase the company's revenue, how would I use price elasticity of demand to determine whether to increase or decrease the price? Thinking about the concept of income elasticity of demand, if the incomes of the customers for this good or service were to increase by 10%, why should I expect the demand for it to increase by more than, less than, or about 10%?