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Scenario 16-7 Consider the Problem Facing Two Firms, YumYum and Bertollini, in Bertollini

question 547

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Scenario 16-7
Consider the problem facing two firms, YumYum and Bertollini, in the frozen food market. Each firm has just come up with an idea for a new "frozen meal for two" which it would sell for $9. Assume that the marginal cost for each new product 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 1.5 million consumers to try its new product. YumYum has done market research which suggests that its product does not have any "staying" power in the market. Even though it could get 1.5 million consumers to buy the product once, it is unlikely that they will continue to buy the product in the future. Bertollini'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, Bertollini estimates that its initial 1.5 million customers will buy one unit of the product each month in the coming year, for a total of 18 million units.
-Refer to Scenario 16-7. Suppose YumYum has an opportunity to create a cheaper advertising campaign in newspapers rather than on television for its new product. This campaign will cost $8 million and is expected to result in the same 1.5 million one-time customers. YumYum should

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25-Year Lease

This is a rental agreement granting the lessee the right to use a property for a period of 25 years.

Written Lease

A formal document outlining the terms and conditions under which one party agrees to rent property owned by another party.

Assigning

The process of transferring rights or duties under a contract to another party.

Subletting

The act of a tenant leasing out the rented property to another party, often subject to the terms of the original lease agreement.