A retailer is currently charging a price of $147.52 for a printer that costs him $112.00 per unit. He determines that the price point elasticity of this model of printer in 5.1 at the current price. a. If he wants to maximize net contribution, is he better off raising his price, lowering his price or keeping it the same? b. If the elasticity of 5.1 is a valid over at least a range of $20.00 on either side of his current price, what is his optimal price?