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(L10 - revenue variances) Revenue variances can be separated into volume measures and mix. Why is a differential on a mix variance often more critical

(L10 - revenue variances) Revenue variances can be separated into volume measures and mix. Why is a differential on a mix variance often more critical than a volume measure? Please respond in 4-8 sentences and in your own words, not a cut and paste from a searchable internet article.

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