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Scenario 17-2 Consider the Problem Facing Two Firms, Firm a and Firm

question 48

Multiple Choice

Scenario 17-2
Consider the problem facing two firms, Firm A and Firm B, in the fast-food restaurant market. Each firm has just come up with an idea for a new fast-food menu item which it would sell for $4. Assume that the marginal cost for each new menu item is a constant $2, and the only fixed cost is for advertising. Each company knows that if it spends $12 million on advertising it will get 2 million consumers to try its new product. Firm A has done market research which suggests that its product does not have any "staying" power in the market. Even though it could get 2 million consumers to buy the product once, it is unlikely that they will continue to buy the product in the future. Firm B's market research suggests that its product is very good, and consumers who try the product will continue to be consumers over the ensuing year. On the basis of its market research, Firm B estimates that its initial 2 million customers will buy one unit of the product each month in the coming year, for a total of 24 million units.
-Refer to Scenario 17-2.On the basis of a theory that people buy a product because it is advertised,the content of advertisements for Firm B's product

Definitions:

Cash Flows

Refers to the net amount of cash and cash equivalents being transferred into and out of a business.

Operating Activities

Activities that relate directly to the business's primary operations, such as sales, purchasing, and payroll.

Income Statement

A financial report that shows a company's revenues, expenses, and profits over a specific period of time.

Operating Activities

Business transactions and events related to the core business operations, including revenue and expense transactions that affect net income.