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"Price Elasticity of Demand" is a measure of how much the demand for a good or service changes when the price changes.

For example, most of us drive our cars to work. We drive our cars to work whether the price of gasoline is $1.50 a gallon or $3.95 a gallon. The demand is "INELASTIC" or not changing, no matter what happens to the price. Some people can cut back our leisure driving, or carpool, or take public transit - but others cannot. Truck drivers can't stop when diesel fuel gets too expensive.

Movie ticket prices are inelastic; ticket prices have gone from $3 to $5 to $8 to $10 without affecting ticket sales.

Airplane tickets, on the other hand, are fairly elastic; when the price goes up, the demand goes down.

Once you figure out what the price elasticity is for your product, you can figure out how to maximize your profits by either raising prices if the price is inelastic, or CUTTING prices to increase sales if the price is very elastic.

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