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Increasing access to medicines 183Figure 6 Regulated marketPQrSQ0DQrQ0QThe quantity sold under a regulated market, Q r , is lower than thequantity sold under a segmented market, Q 0 , where the firm is ableto price its product based on the willingness to pay of differentgroups of consumers. The price paid by the poorest consumer in theregulated market, P r , is higher than the lowest price charged in asegmented market, P 0 .