Your firm resells airline tickets during the busy summer travel season. Your manager argues that the firm should charge a single price for the same flight route. This approach, your manager argues, would simplify pricing and lower administrative overhead. Another manager argues that the firm should increase prices for those who purchase close to the date of travel, and lower prices for those who book two weeks ahead of travel. Both turn to you and ask, "who is right?" Provide your answer and an explanation for your answer.