Mark MUpp Has Just Been Fired as the University Bookstore Manager

question 6

Essay

Mark M.Upp has just been fired as the university bookstore manager for setting prices too low (only 20 percent above suggested retail).He is considering opening a competing bookstore near the campus, and he has begun an analysis of the situation.There are two possible sites under consideration.One is relatively small, while the other is large.If he opens at Site 1 and demand is good, he will generate a profit of $50,000.If demand is low, he will lose $10,000.If he opens at Site 2 and demand is high, he will generate a profit of $80,000, but he will lose $30,000 if demand is low.He also has the option of not opening at either site.He believes that there is a 50 percent chance that demand will be high.A market research study will cost $5,000.The probability of a good demand given a favorable study is 0.8.The probability of a good demand given an unfavorable study is 0.1.There is a 60 percent chance that the study will be favorable.
(a)Should Mark use the study? Why?
(b)If the study is done and the results are favorable, what would Mark's expected profit be?

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Definitions:

Fundamental Attribution Error

A psychological bias that causes people to overemphasize personal characteristics and ignore situational factors in judging others' behavior.

Ingroup Bias

The tendency to favor and extend loyalty to members of one's own group over others.

Misperceive Normality

The incorrect perception or interpretation of what is considered to be normal or typical behavior or circumstances.

Trivialize Rape

The act of making rape seem less important or serious than it actually is, thereby undermining the severity and impact of the crime.