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If your sales increase morethen that of negative impact of lowering the price of product then in this way you can increase your profit by lowering your sales price.

For example:

if you are selling 10 units of product at $10 each then you are earning $100 but if you conduct a marketing research and get a information that if you lower your price by $1 and u will be able to sell 15 units of your product then you will earn $135 and it is more then of your previous position in this way you can increase profit by lowering price.

But on other hand if you receive information in same marketing research that by lowering price by $1 you will increase sale by 1 unit then you definitely will not decrease price because in this way you will earn $99 which is still less then previous situation and you keep continue with price $10.

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Q: How does lower price results higher profit?
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