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yKpoI14uk
21 day ago
5

Mark M. Upp has just been fired as the university book store manager for setting prices too low (only 20% above suggested retail

). He is considering opening a competing bookstore near the campus, and he has begun an analysis of the situation. There are two possible sites under consideration. One is relatively small, while the other is large. If he opens at Site 1 and demand is good, he will generate a profit of $50,000. If demand is low, he will lose $10,000. If he opens at Site 2 and demand is high he will generate a profit of $80,000, but he will lose $30,000 if demand is low. He also has decided that he will open at one of these sites. He believes that there is a 50% chance that demand will be high. He assigns the following utilities to the different profits:
U = 50,000 = ? U(-10,000) = 0.22
U = 80,000 = 1 U(-30,000) = 0
For what value of utility for $50,000, U(50000), will Mark be indifferent between the two alternatives?
Business
1 answer:
marusya05 [3K]21 day ago
4 0
To make both Site options equally appealing, Mark's utility for a $50,000 profit ought to be set at 0.78. Explanation: For an individual to be indifferent between two site choices, the utility levels for Site 1 and Site 2 need to align. The weighted utility for Site 2, based on good demand, is calculated by averaging, resulting in 0.5. For Site 1, the balance between Ux and a lower utility must sum to 0.5. Calculating Ux gives us a resultant of 0.78.
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