Short Answer

Evaluating a Consultant's Pricing Advice

A business consultant tells a company manager, 'Your firm's demand curve is highly non-linear, unlike the simple linear demand curves often shown in textbooks. Therefore, the standard pricing rule where the profit-maximizing markup is the inverse of the demand elasticity does not apply to your situation.' Is this advice correct? Explain why or why not.

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Updated 2025-09-26

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