Expert answer:Marketing: Question-Answer

Solved by verified expert:All instruction, questions, and guidelines are attached in the uploaded document.Total of 9 questions.2 pages minimum.
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1) Show all calculations and formulae that you are doing/using.
2) Provide in-depth explanations and justifications, especially for any assumptions.
3) Answer all parts of the question, and provide specific responses to the questions asked.
4) Adhere to the page limit and other submission guidelines (.25 point).
Macrohard Corporation, a company that manufactures and markets low-end cellphones, asked our friend Ms.
Market Researcher to create the demand curve for its Umbra 520 model. She conducted some market research
and gave Macrohard the demand curve as well as some additional information: 200,000 units of Umbra 520 will
sell at a price of $200.
(1) What is the point price elasticity if 250,000 units will sell at a price of $150?
(2) What is the point price elasticity if 100,000 units will sell at a price of $300?
(.5 point)
(.5 point)
For Q3 to Q8, the unit variable cost to make Umbra 520 is $200, and the fixed cost is $8,000,000.
(3) What is the unit cost if Macrohard gets an order from Alphabet Soup Inc. for 160,000 units?
(.5
point)
(4) What is the unit cost if Macrohard instead gets an order from BlueBerry Inc. for 320,000 units?
(.5
point)
(5) Name and explain the economic principle that Questions 3 and 4 together demonstrate.
(1 point)
(6) Melissa Doors, CEO of Macrohard, wanted to announce the use of cost-plus pricing in a press conference, so
she asked her assistant to calculate what the % markup would be if Macrohard made exactly enough phones to
fulfill both orders together (Alphabet Soup and BlueBerry) and then sold them at $275. Mr. Assistant
moonlights as a student in the MKTG 3500 class, so he knew how to calculate the answer. What is the number
that he came up with and how?
(2 points)
(7) Impressed by Mr. Assistant, Melissa Doors now asks him to calculate the BEV at a price of $245. Mr.
Assistant is initially stumped, but then refers to his class notes and promptly calculates the answer by using unit
margin. Show how he would calculate the BEV by using unit margin. Will Macrohard break even if they get
only the Alphabet Soup order?
(1.5 points)
(8) Melissa Doors now insists on a target profit of $25,000,000 at a price of $300. Show how Mr. Assistant
would calculate the required sales volume by using unit margin. Will Macrohard succeed at achieving the
target profit if they get only the BlueBerry order?
(1.5 points)
(9) Estimate annual market potential and annual market demand in the US for a toothbrush with an inbuilt
digital calendar that shows daily appointments while users are brushing. Assume that the buyer is an individual
and that each individual can buy and use more than one such calendar toothbrush a year. Clearly list and justify
all other assumptions; e.g., market/TMS, no. of buyers, no. of units purchased by average buyer, and
price. (1.75 points)
…
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