Marketing Quiz: Price Elasticity
20 questions · exam conditions
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Price ElasticityQuestion 1 of 20

A marketing consultant is advising two clients: a local provider of residential electricity and a manufacturer of high-end, brand-name consumer drones. Assuming both companies are considering price increases, which statement most accurately describes the demand sensitivity they likely face?

Both face highly elastic demand because any price increase is met with consumer resistance.
The electricity provider faces more elastic demand due to the potential for public regulation.
The drone manufacturer faces less elastic demand than the electricity provider due to strong brand loyalty.
The electricity provider faces relatively inelastic demand, while the drone manufacturer faces relatively elastic demand.
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Marketing Quiz

Marketing Quiz: Price Elasticity

Practice Price Elasticity in Marketing with focused quiz questions that help you check what you know, review explanations, and build confidence with test-style prompts.

What this quiz covers

This quiz focuses on Price Elasticity, giving you a quick way to practice the rules, question types, and explanations that matter most for Marketing.

How to use this quiz

Try each quiz question before looking at the correct answer. Use the explanations to review missed ideas, then come back to similar questions until the pattern feels familiar.

All questions

Question 1

A marketing consultant is advising two clients: a local provider of residential electricity and a manufacturer of high-end, brand-name consumer drones. Assuming both companies are considering price increases, which statement most accurately describes the demand sensitivity they likely face?

  1. Both face highly elastic demand because any price increase is met with consumer resistance.
  2. The electricity provider faces more elastic demand due to the potential for public regulation.
  3. The drone manufacturer faces less elastic demand than the electricity provider due to strong brand loyalty.
  4. The electricity provider faces relatively inelastic demand, while the drone manufacturer faces relatively elastic demand. (correct answer)
Explanation: Demand for residential electricity is highly inelastic because it is a necessity with few, if any, short-term substitutes. High-end drones are luxury goods, not necessities. They have many competitors (substitutes) and represent a larger portion of a consumer's income. Therefore, demand for drones is significantly more elastic than demand for electricity.

Question 2

A software company offers its product at $50/month for students and $150/month for businesses. This price discrimination strategy is most likely to be profitable if which of the following conditions regarding the two market segments is true?

  1. The student market has a more inelastic demand than the business market.
  2. The business market has a more inelastic demand than the student market. (correct answer)
  3. Both markets have identical, perfectly inelastic demands.
  4. The overall market demand, combining students and businesses, is unit elastic.
Explanation: Price discrimination occurs when companies charge different prices to different customer segments for essentially the same product. For this strategy to maximize profits, you need to understand how price sensitivity (elasticity of demand) varies between segments. The key insight is that profitable price discrimination requires charging higher prices to segments with more inelastic (less price-sensitive) demand and lower prices to segments with more elastic (price-sensitive) demand. In this scenario, businesses pay $150/month while students pay only $50/month, so the software company is betting that businesses are less sensitive to price changes than students. Option B is correct because businesses typically have more inelastic demand for software they need for operations. They're willing to pay premium prices for tools that help them generate revenue, making them less likely to abandon the product due to price increases. Students, conversely, are highly price-sensitive due to budget constraints. Option A reverses this logic—if students had less elastic demand, the company would charge them more, not less. Option C suggests both segments are perfectly inelastic, which would mean the company could charge any price to either group, making the different pricing unnecessary. Option D focuses on overall market elasticity, but price discrimination success depends on the relative elasticity differences between specific segments, not the combined market's characteristics. Remember: successful price discrimination always involves charging more to the segment that's less price-sensitive. Look for scenarios where one group has fewer alternatives or higher switching costs.

Question 3

A small, independent coffee shop is located in a city block that contains four other cafes, including two major national chains. The owner finds that even minor price increases drive away a significant number of customers. The high price elasticity of demand for this coffee shop's products is best explained by:

  1. The low proportion of consumer income spent on coffee, making it an easy expense to cut.
  2. The classification of coffee as a luxury good rather than a necessity for most consumers.
  3. The income effect being stronger than the substitution effect for this particular product category.
  4. The high availability of direct substitutes in close geographical proximity. (correct answer)
Explanation: The most significant factor determining price elasticity in this scenario is the availability of substitutes. With five cafes on one block, consumers have many readily available alternatives. If one shop raises its prices, customers can easily switch to another with minimal inconvenience. This intense competition makes demand for any single shop's products highly elastic.

Question 4

A product manager is reviewing two linear demand curves, A and B, plotted on the same price and quantity axes. Demand curve A is significantly steeper than demand curve B. Which statement is a valid conclusion?

  1. At every price, demand curve A is more price-inelastic than demand curve B.
  2. At any specific price where the two curves intersect, demand on curve B is more elastic than on curve A. (correct answer)
  3. At every price, demand curve A is more price-elastic than demand curve B.
  4. The slope of the demand curve is equal to the price elasticity of demand.
Explanation: When analyzing demand curves and price elasticity, remember that slope and elasticity are related but not identical concepts. The steepness of a demand curve gives you visual clues about elasticity, but you must consider the specific point of comparison. Price elasticity of demand measures the percentage change in quantity demanded relative to the percentage change in price. At any point where two demand curves intersect, they share the same price and quantity coordinates. However, their different slopes mean they respond differently to price changes from that point. The steeper curve A shows smaller quantity changes for given price changes, making it less elastic (more inelastic). The flatter curve B shows larger quantity changes for the same price changes, making it more elastic. Therefore, answer B is correct. Answer A is wrong because elasticity varies along each curve and depends on the specific price level - you cannot make blanket statements about "every price" when comparing curves that may intersect. Answer C reverses the relationship - steeper curves are typically less elastic, not more elastic, than flatter curves. Answer D represents a fundamental misconception: slope measures the absolute change in price relative to absolute change in quantity, while elasticity measures percentage changes, making them mathematically distinct concepts. Study tip: Remember that elasticity depends on both the slope of the curve AND the specific point you're analyzing. When comparing elasticity between curves, always specify the point of comparison - preferably where they intersect for a fair comparison.

Question 5

A firm sells 1,000 units per month at $20 per unit. Its marketing team estimates the price elasticity of demand is -2.0. The firm needs to increase its total revenue. Based on this information, which pricing strategy should be implemented?

  1. Increase the price, as the higher margin per unit will offset the drop in sales.
  2. Decrease the price, as the percentage increase in quantity sold will be greater than the percentage decrease in price. (correct answer)
  3. Keep the price at $20, as any price change will lower total revenue.
  4. Increase non-price promotions, as changing the price is not advisable with elastic demand.
Explanation: The price elasticity of demand is -2.0. Since the absolute value (2.0) is greater than 1, demand is elastic. When demand is elastic, total revenue and price move in opposite directions. To increase total revenue, the firm must decrease the price. The resulting percentage increase in quantity demanded (2.0 times the percentage price drop) will be larger than the percentage decrease in price, leading to higher overall revenue.

Question 6

Company A and Company B sell substitute products in the same market. Company A knows that its own product has a price elasticity of -1.8 and that the cross-price elasticity of demand between its product and Company B's product is +1.2. If Company B lowers its price by 10%, what is the most direct and immediate impact Company A should anticipate?

  1. A decrease in its own sales quantity by approximately 12%. (correct answer)
  2. An increase in its own sales quantity by approximately 18% as consumers switch brands.
  3. A decrease in its own product's price elasticity from -1.8 to a lower value.
  4. A shift from elastic to inelastic demand for its product due to competitive pressure.
Explanation: When you encounter cross-price elasticity problems, focus on the relationship between one company's price changes and another company's quantity demanded. Cross-price elasticity measures how responsive the demand for your product is to changes in a competitor's price. Here, Company B lowers its price by 10%, and you need to determine the impact on Company A's sales using the cross-price elasticity of +1.2. The formula is: Cross-price elasticity=% change in quantity of A% change in price of B\text{Cross-price elasticity} = \frac{\% \text{ change in quantity of A}}{\% \text{ change in price of B}} Solving for Company A's quantity change: 1.2=% change in quantity of A−10%1.2 = \frac{\% \text{ change in quantity of A}}{-10\%} Therefore: % change in quantity of A=1.2×(−10%)=−12%\% \text{ change in quantity of A} = 1.2 \times (-10\%) = -12\% Company A will experience a 12% decrease in sales quantity, making answer A correct. Answer B incorrectly suggests an 18% increase, confusing the cross-price elasticity (+1.2) with Company A's own price elasticity (-1.8). The positive cross-price elasticity actually confirms these are substitutes, but when B's price drops, consumers switch to B, away from A. Answer C wrongly assumes that competitive actions change A's price elasticity coefficient, but elasticity is an inherent product characteristic that doesn't shift due to competitors' pricing moves. Answer D misunderstands elasticity classification. A product doesn't suddenly become inelastic due to competitive pressure—elasticity reflects consumer sensitivity that remains relatively stable in the short term. Remember: Cross-price elasticity shows the immediate demand shift between substitute products. Always apply the percentage change in the competitor's price to find the impact on your quantity.

Question 7

During an economic recession, a discount retailer known for its low-priced store brands sees its sales increase despite falling consumer incomes. In contrast, a luxury car dealership sees its sales plummet. The concept of income elasticity of demand would classify the retailer's products and the luxury cars as which of the following, respectively?

  1. Normal good; Normal good
  2. Inferior good; Giffen good
  3. Inferior good; Normal good (correct answer)
  4. Normal good; Inferior good
Explanation: Income elasticity of demand measures how quantity demanded responds to a change in consumer income. When incomes fall and demand for a good rises, that good is classified as an inferior good (negative income elasticity). When incomes fall and demand for a good also falls, it is a normal good (positive income elasticity). Luxury goods are a type of normal good with a high income elasticity. Therefore, the retailer's products are inferior goods, and the luxury cars are normal goods.

Question 8

A consumer is considering two purchases: a container of table salt and a new automobile. If the prices of both items increase by 20%, the consumer's demand for which product is likely to be more price elastic, and why?

  1. The salt, because it is a basic necessity with few direct substitutes for its primary use.
  2. The salt, because a 20% price increase is more psychologically jarring on a low-priced item.
  3. The automobile, but only if it is a luxury model, as economy models have inelastic demand.
  4. The automobile, because its cost represents a significant proportion of the consumer's income. (correct answer)
Explanation: One of the key determinants of price elasticity is the proportion of a consumer's budget spent on the good. Table salt represents a very small fraction of income, so a 20% price increase is a negligible absolute amount, and demand will be highly inelastic. An automobile represents a major portion of income, so a 20% price increase is a very large absolute amount, making consumers highly sensitive to the price change and motivating them to delay the purchase or seek alternatives. Thus, demand for the automobile is far more elastic.

Question 9

A university aims to set tuition to maximize revenue from two student groups: in-state and out-of-state. Market research suggests out-of-state students are significantly less sensitive to tuition hikes than in-state students, who have many other local university options. To achieve its revenue goal, the university should:

  1. Set a higher tuition rate for out-of-state students, who have more inelastic demand. (correct answer)
  2. Set the same tuition for both groups to maintain fairness and brand image.
  3. Set a higher tuition rate for in-state students because there are more of them.
  4. Set a lower tuition rate for out-of-state students to attract a more diverse student body.
Explanation: This question tests your understanding of price elasticity of demand and revenue optimization through price discrimination. When you encounter scenarios involving different customer segments with varying price sensitivities, think about how elasticity affects pricing strategy. The key insight here is that revenue maximization occurs when you charge higher prices to customers with more inelastic (less price-sensitive) demand. Out-of-state students have fewer alternatives and are less sensitive to price increases, making their demand more inelastic. In-state students have many local options, making them highly price-sensitive with elastic demand. Therefore, the university should charge out-of-state students higher tuition while keeping in-state tuition lower to maximize total revenue. Looking at the wrong answers: Option B (same tuition for both groups) ignores the different elasticities and leaves revenue on the table from out-of-state students who would pay more. Option C (higher tuition for in-state students) is backwards—charging more to the price-sensitive group would drive them away to competitors, reducing both enrollment and revenue. Option D (lower tuition for out-of-state students) also misses the opportunity to capture more revenue from the less price-sensitive segment. Answer A correctly identifies that out-of-state students have more inelastic demand and should face higher prices. Study tip: Remember that optimal pricing strategy involves charging what each segment can bear—higher prices for inelastic demand, lower prices for elastic demand. This principle applies across many marketing contexts beyond education.

Question 10

A movie theater observes that when it raises the price of popcorn by 10%, its total revenue from popcorn sales increases. However, it also sees a 5% drop in ticket sales. Which concepts best explain this dual effect?

  1. Elastic demand for popcorn and a substitute relationship with tickets.
  2. Inelastic demand for popcorn and a substitute relationship with tickets.
  3. Elastic demand for popcorn and a complementary relationship with tickets.
  4. Inelastic demand for popcorn and a complementary relationship with tickets. (correct answer)
Explanation: First, if a 10% price increase for popcorn leads to higher total revenue from popcorn, the demand for popcorn must be inelastic (the percentage decrease in quantity is less than the percentage increase in price). Second, if an increase in the price of popcorn leads to a decrease in the sales of movie tickets, the two goods are complements. The cross-price elasticity is negative. Therefore, popcorn has inelastic demand and is a complement to movie tickets.

Question 11

A marketing consultant is advising two clients: a local provider of residential electricity and a manufacturer of high-end, brand-name consumer drones. Assuming both companies are considering price increases, which statement most accurately describes the demand sensitivity they likely face?

  1. Both face highly elastic demand because any price increase is met with consumer resistance.
  2. The electricity provider faces more elastic demand due to the potential for public regulation.
  3. The drone manufacturer faces less elastic demand than the electricity provider due to strong brand loyalty.
  4. The electricity provider faces relatively inelastic demand, while the drone manufacturer faces relatively elastic demand. (correct answer)
Explanation: Demand for residential electricity is highly inelastic because it is a necessity with few, if any, short-term substitutes. High-end drones are luxury goods, not necessities. They have many competitors (substitutes) and represent a larger portion of a consumer's income. Therefore, demand for drones is significantly more elastic than demand for electricity.

Question 12

A coffee shop chain lowers the price of its signature latte by 15%. In the following month, it observes a 5% increase in its pastry sales. Simultaneously, a competing coffee shop nearby experiences a 10% decrease in its latte sales. Which conclusion is best supported by this data?

  1. Pastries are a substitute for the signature latte, and the competitor's latte is a complement.
  2. The signature latte has unit elastic demand, and pastries are unrelated goods.
  3. Pastries are a complement to the signature latte, and the competitor's latte is a substitute. (correct answer)
  4. Both pastries and the competitor's lattes are complements to the signature latte.
Explanation: Cross-price elasticity measures how the quantity demanded of one good changes in response to a price change of another good. When the price of the signature latte fell, sales of pastries increased, indicating a negative cross-price elasticity; they are complements. When the price of the signature latte fell, sales of the competitor's latte also fell, indicating a positive cross-price elasticity; they are substitutes.

Question 13

During an economic recession, a discount retailer known for its low-priced store brands sees its sales increase despite falling consumer incomes. In contrast, a luxury car dealership sees its sales plummet. The concept of income elasticity of demand would classify the retailer's products and the luxury cars as which of the following, respectively?

  1. Normal good; Normal good
  2. Inferior good; Giffen good
  3. Inferior good; Normal good (correct answer)
  4. Normal good; Inferior good
Explanation: Income elasticity of demand measures how quantity demanded responds to a change in consumer income. When incomes fall and demand for a good rises, that good is classified as an inferior good (negative income elasticity). When incomes fall and demand for a good also falls, it is a normal good (positive income elasticity). Luxury goods are a type of normal good with a high income elasticity. Therefore, the retailer's products are inferior goods, and the luxury cars are normal goods.

Question 14

A city dramatically increases the price of public transportation fares. In the first month, ridership drops by only 2%, and revenue increases significantly. However, after one year, ridership has fallen by 15%. Which principle of price elasticity does this scenario best illustrate?

  1. Public transportation is an inferior good.
  2. Demand is typically more elastic in the long run than in the short run. (correct answer)
  3. The income effect outweighs the substitution effect for this service.
  4. The initial price was on the elastic portion of the demand curve.
Explanation: When you encounter price elasticity scenarios with different timeframes, focus on how consumers' ability to adjust their behavior changes over time. This question tests your understanding of short-run versus long-run demand elasticity. The scenario perfectly illustrates that demand becomes more elastic over time. Initially, when fares increased, ridership dropped only 2% because people had limited immediate alternatives—they still needed to get to work, had existing transit passes, and hadn't yet figured out other transportation options. This generated higher revenue despite the small ridership decline. However, after a full year, people had time to find substitutes: buying cars, moving closer to work, carpooling, or finding new jobs with better commutes. The larger 15% ridership drop reflects this increased elasticity over time. Option A is incorrect because inferior goods relate to income changes, not price elasticity over time. Public transportation isn't necessarily inferior—it depends on individual circumstances. Option C misapplies income and substitution effects, which explain consumer response to price changes but don't address the timing element central to this scenario. Option D incorrectly focuses on where the initial price fell on the demand curve. The elastic versus inelastic nature of the initial price point doesn't explain why responsiveness changed over time. Remember this pattern: consumers typically need time to find and implement alternatives when prices change. Short-run demand is usually more inelastic (less responsive) because switching options are limited, while long-run demand becomes more elastic as people discover substitutes and adjust their behavior.

Question 15

A diabetic patient requires a specific, fixed dosage of a patented prescription drug to survive. The patient will consume this exact amount regardless of the price. From this patient's perspective, what is the price elasticity of demand for this drug?

  1. Perfectly inelastic (PED = 0) (correct answer)
  2. Relatively elastic (PED < -1)
  3. Perfectly elastic (PED = -∞)
  4. Unit elastic (PED = -1)
Explanation: When you encounter price elasticity questions, focus on how quantity demanded responds to price changes. Price elasticity of demand (PED) measures this responsiveness using the formula: PED=% change in quantity demanded% change in pricePED = \frac{\% \text{ change in quantity demanded}}{\% \text{ change in price}} In this scenario, the diabetic patient needs a fixed dosage to survive regardless of price. This means quantity demanded remains constant even if price changes dramatically. When quantity demanded doesn't change at all in response to price changes, the numerator in our elasticity formula equals zero, making PED = 0. A) Perfectly inelastic (PED = 0) is correct because the patient's demand doesn't respond to price changes whatsoever. The patient will purchase the same amount whether the drug costs $10 or $1,000. B) Relatively elastic (PED < -1) is wrong because this describes situations where consumers are very responsive to price changes, reducing quantity demanded significantly when prices rise. The patient here shows no such responsiveness. C) Perfectly elastic (PED = -∞) is incorrect because this describes infinite responsiveness to price changes—consumers would buy nothing if price increased even slightly. This patient will buy regardless of price increases. D) Unit elastic (PED = -1) is wrong because this means percentage changes in price and quantity demanded are equal in magnitude. The patient shows zero quantity response, not proportional response. Study tip: Life-saving medications, addictive substances, and necessities with no substitutes typically exhibit perfectly inelastic demand. Look for scenarios where consumers have "no choice" in their consumption decisions.

Question 16

Company A and Company B sell substitute products in the same market. Company A knows that its own product has a price elasticity of -1.8 and that the cross-price elasticity of demand between its product and Company B's product is +1.2. If Company B lowers its price by 10%, what is the most direct and immediate impact Company A should anticipate?

  1. A decrease in its own sales quantity by approximately 12%. (correct answer)
  2. An increase in its own sales quantity by approximately 18% as consumers switch brands.
  3. A decrease in its own product's price elasticity from -1.8 to a lower value.
  4. A shift from elastic to inelastic demand for its product due to competitive pressure.
Explanation: When you encounter cross-price elasticity problems, focus on the relationship between one company's price changes and another company's quantity demanded. Cross-price elasticity measures how responsive the demand for your product is to changes in a competitor's price. Here, Company B lowers its price by 10%, and you need to determine the impact on Company A's sales using the cross-price elasticity of +1.2. The formula is: Cross-price elasticity=% change in quantity of A% change in price of B\text{Cross-price elasticity} = \frac{\% \text{ change in quantity of A}}{\% \text{ change in price of B}} Solving for Company A's quantity change: 1.2=% change in quantity of A−10%1.2 = \frac{\% \text{ change in quantity of A}}{-10\%} Therefore: % change in quantity of A=1.2×(−10%)=−12%\% \text{ change in quantity of A} = 1.2 \times (-10\%) = -12\% Company A will experience a 12% decrease in sales quantity, making answer A correct. Answer B incorrectly suggests an 18% increase, confusing the cross-price elasticity (+1.2) with Company A's own price elasticity (-1.8). The positive cross-price elasticity actually confirms these are substitutes, but when B's price drops, consumers switch to B, away from A. Answer C wrongly assumes that competitive actions change A's price elasticity coefficient, but elasticity is an inherent product characteristic that doesn't shift due to competitors' pricing moves. Answer D misunderstands elasticity classification. A product doesn't suddenly become inelastic due to competitive pressure—elasticity reflects consumer sensitivity that remains relatively stable in the short term. Remember: Cross-price elasticity shows the immediate demand shift between substitute products. Always apply the percentage change in the competitor's price to find the impact on your quantity.

Question 17

A small, independent coffee shop is located in a city block that contains four other cafes, including two major national chains. The owner finds that even minor price increases drive away a significant number of customers. The high price elasticity of demand for this coffee shop's products is best explained by:

  1. The low proportion of consumer income spent on coffee, making it an easy expense to cut.
  2. The classification of coffee as a luxury good rather than a necessity for most consumers.
  3. The income effect being stronger than the substitution effect for this particular product category.
  4. The high availability of direct substitutes in close geographical proximity. (correct answer)
Explanation: The most significant factor determining price elasticity in this scenario is the availability of substitutes. With five cafes on one block, consumers have many readily available alternatives. If one shop raises its prices, customers can easily switch to another with minimal inconvenience. This intense competition makes demand for any single shop's products highly elastic.

Question 18

A city dramatically increases the price of public transportation fares. In the first month, ridership drops by only 2%, and revenue increases significantly. However, after one year, ridership has fallen by 15%. Which principle of price elasticity does this scenario best illustrate?

  1. Public transportation is an inferior good.
  2. Demand is typically more elastic in the long run than in the short run. (correct answer)
  3. The income effect outweighs the substitution effect for this service.
  4. The initial price was on the elastic portion of the demand curve.
Explanation: When you encounter price elasticity scenarios with different timeframes, focus on how consumers' ability to adjust their behavior changes over time. This question tests your understanding of short-run versus long-run demand elasticity. The scenario perfectly illustrates that demand becomes more elastic over time. Initially, when fares increased, ridership dropped only 2% because people had limited immediate alternatives—they still needed to get to work, had existing transit passes, and hadn't yet figured out other transportation options. This generated higher revenue despite the small ridership decline. However, after a full year, people had time to find substitutes: buying cars, moving closer to work, carpooling, or finding new jobs with better commutes. The larger 15% ridership drop reflects this increased elasticity over time. Option A is incorrect because inferior goods relate to income changes, not price elasticity over time. Public transportation isn't necessarily inferior—it depends on individual circumstances. Option C misapplies income and substitution effects, which explain consumer response to price changes but don't address the timing element central to this scenario. Option D incorrectly focuses on where the initial price fell on the demand curve. The elastic versus inelastic nature of the initial price point doesn't explain why responsiveness changed over time. Remember this pattern: consumers typically need time to find and implement alternatives when prices change. Short-run demand is usually more inelastic (less responsive) because switching options are limited, while long-run demand becomes more elastic as people discover substitutes and adjust their behavior.

Question 19

A product is determined to have a price elasticity of demand of exactly -1.0 at its current price point. If the company implements a small price reduction from this point, what will be the effect on the total number of units sold and the total revenue?

  1. Units sold will increase, and total revenue will remain approximately the same. (correct answer)
  2. Units sold will decrease, and total revenue will decrease.
  3. Units sold will increase, and total revenue will increase.
  4. Units sold will remain the same, and total revenue will decrease.
Explanation: When you encounter price elasticity of demand questions, you're dealing with how responsive quantity demanded is to price changes. Price elasticity of demand of -1.0 is a special case called "unit elastic demand" - this means the percentage change in quantity demanded exactly equals the percentage change in price (in opposite directions). At unit elastic demand, when you reduce price by a small percentage, quantity demanded increases by that same percentage. Since these effects exactly offset each other, total revenue (price × quantity) remains virtually unchanged. For example, if you cut price by 2%, quantity sold increases by 2%, so revenue stays constant: 0.98P × 1.02Q = 1.0004PQ ≈ PQ. Looking at the wrong answers: Choice B suggests units sold decrease with a price reduction, which violates the basic law of demand - lower prices virtually always increase quantity demanded. Choice C assumes revenue increases, but this only happens when demand is elastic (elasticity less than -1.0), where quantity increases outweigh the price decrease. Choice D incorrectly states that units sold remain unchanged, but even small price changes affect quantity when elasticity equals -1.0. The correct answer is A - units sold increase due to the lower price, while total revenue remains approximately the same because of the unit elastic relationship. Study tip: Remember the elasticity rule of thumb: when |elasticity| > 1, price and revenue move in opposite directions; when |elasticity| < 1, they move together; when |elasticity| = 1, revenue stays constant regardless of price changes.

Question 20

A university aims to set tuition to maximize revenue from two student groups: in-state and out-of-state. Market research suggests out-of-state students are significantly less sensitive to tuition hikes than in-state students, who have many other local university options. To achieve its revenue goal, the university should:

  1. Set a higher tuition rate for out-of-state students, who have more inelastic demand. (correct answer)
  2. Set the same tuition for both groups to maintain fairness and brand image.
  3. Set a higher tuition rate for in-state students because there are more of them.
  4. Set a lower tuition rate for out-of-state students to attract a more diverse student body.
Explanation: This question tests your understanding of price elasticity of demand and revenue optimization through price discrimination. When you encounter scenarios involving different customer segments with varying price sensitivities, think about how elasticity affects pricing strategy. The key insight here is that revenue maximization occurs when you charge higher prices to customers with more inelastic (less price-sensitive) demand. Out-of-state students have fewer alternatives and are less sensitive to price increases, making their demand more inelastic. In-state students have many local options, making them highly price-sensitive with elastic demand. Therefore, the university should charge out-of-state students higher tuition while keeping in-state tuition lower to maximize total revenue. Looking at the wrong answers: Option B (same tuition for both groups) ignores the different elasticities and leaves revenue on the table from out-of-state students who would pay more. Option C (higher tuition for in-state students) is backwards—charging more to the price-sensitive group would drive them away to competitors, reducing both enrollment and revenue. Option D (lower tuition for out-of-state students) also misses the opportunity to capture more revenue from the less price-sensitive segment. Answer A correctly identifies that out-of-state students have more inelastic demand and should face higher prices. Study tip: Remember that optimal pricing strategy involves charging what each segment can bear—higher prices for inelastic demand, lower prices for elastic demand. This principle applies across many marketing contexts beyond education.