Suppose You Have Just Opened a Store to Sell Espresso

question 74

Multiple Choice

Suppose you have just opened a store to sell espresso machines.Both you and a competing store buy this machine from a manufacturer for $130 each.Your competitor, who has a store of the same size as yours, is currently selling about 10 machines a month at a price of $200 per machine.You expect to sell about 6 machines a month at a price of $220 per machine.If you lower your price, you expect to incur a loss.Which of the following could explain why your competitor is able to profitably sell the machine at a lower price although the cost of purchasing the machine is the same for the both of you?

• A)The competing store probably has a lower marginal cost of production.
• B)The competing store probably has a lower average variable cost of production.
• C)The competing store's goal is to maximise revenue and not profit.
• D)The competing store probably has a lower average cost because average fixed cost falls as output increases.

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Definitions:

Direct Marketing

A type of advertising strategy that sends messages directly to consumers without using intermediary media.

Marketing Program

A comprehensive plan that integrates all of the marketing efforts of a company, including advertising, sales, promotions, pricing, product development, and distribution.

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A writing instrument that combines the features of a highlighter pen with Post-it flags for marking and flagging documents.

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