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Critically evaluate the following: In a meeting, your CMO states that demand curves don't slope downward. We know that because our unit sales went up

Critically evaluate the following: In a meeting, your CMO states that "demand curves don't slope downward. We know that because our unit sales went up last year by 15% even though we increased prices by 5%. Clearly, demand theory is dead. We should increase prices again this year to increase unit sales." (Hint: Be sure to address whether the executive's statement is unambiguously reliable.)

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