Consider the problem facing two businesses in the shampoo market, Shiny and Volume. Each company has just come up with an idea for a shampoo, which it would sell for $4. Assume that the marginal cost for each new shampoo is a constant $3 and the only fixed cost is for advertising. Each company knows that if it spends $14 million on advertising, it will get 1 million consumers to try its new product. Shiny's market research suggests that its shampoo does not have any staying power in the market. Even though it could get 1 million consumers to buy the product once, it is unlikely that they will continue to buy the product in the future. Volume's research suggests that its product is pretty good, and consumers who try the product will continue to be consumers over the ensuing year. On the basis of its market research, Volume estimates that its initial 1 million customers will buy one unit of the product each month in the coming year, for a total of 12 million units. Given this information, what should we expect? Select one: a. Both companies will advertise. b. Neither company will advertise. c. Only Volume advertises. d. Only Shiny advertises.
Consider the problem facing two businesses in the shampoo market, Shiny and Volume. Each company has just come up with an idea for a shampoo, which it would sell for $4. Assume that the marginal cost for each new shampoo is a constant $3 and the only fixed cost is for advertising. Each company knows that if it spends $14 million on advertising, it will get 1 million consumers to try its new product. Shiny's
Given this information, what should we expect?
Select one:
a. Both companies will advertise.
b. Neither company will advertise.
c. Only Volume advertises.
d. Only Shiny advertises.
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