Suppose the own price elasticity of market demand for retail gasoline is −0.6, the Rothschild index is 0.4, and a typical gasoline retailer enjoys sales of $1.5 million annually 1. What is the price elasticity of demand for a representative gasoline retailer’s product? 2. Now assume a Lerner index of 0.6, and a marginal cost of $40, What price does this firm charge its customers? 3. By what factor does this firm mark up its price over marginal cost?

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