Firms should lower the prices on their goods​

A) ​If the demand for the product is elastic
B) If it acquires a firm selling a complement good
C) If it acquires a firm selling a substitute good
D) ​Both a and b

Lowering prices is beneficial when demand is elastic because consumers are more responsive to price changes, leading to an increase in quantity demanded that can offset the lower price, potentially increasing total revenue. Acquiring a firm selling a complement good can also justify lowering prices, as it can boost the demand for both products by making the combined purchase more attractive.