BBC Worldwide is setting prices for the Blu-Ray box set of the thirteenth season (they would say "series") of Doctor Who. BBC's market research department has found that demand for Doctor Who DVDs and Blu-Ray discs appears to be more elastic in the US than in the UK. In particular, the estimated elasticity of demand for the Blu-Ray box set is (EA) -1.25 among American consumers, and (EB=) -1.16 among their British counterparts. The marginal cost of producing a Blu-Ray box set is the same whether it is for the US or the UK market. a) For BBC Worldwide to be maximizing its profit, how much higher or lower (in percentage terms) must the price of 'The Complete 13th Series' be in the US than in the UK? b) BBC Worldwide has tentatively set the price of 'The Complete 13th Series' Blu-Ray at £46, which is $58 at the current exchange rate. What must be the price in the US? c) Discuss the role of regional coding of Blu-Ray discs in making this pricing strategy feasible or unfeasible.