When sold at a 50% discount, a sweater nets the merchant a 40% profit on the wholesale cost at which he initially purchased the item. By what % is the sweater marked up from wholesale at its normal retail price?	Choose one.
A) 20 %	B) 64.29 %	C) 70 %	D) 80 %	E) 100 %

Rationale: we should be careful about what are we measuring % on / what is the base . . let the marked up price = 100 . . selling price = 100 - 50 % of 100 = 50 . . profit = 40 % . . therefore the wholesale purchase cost = x . . . . 1.4 x = 50 or x = 35.71 . . . marked price was 100 so . . . so answer is 64.29 % . . b
Answer: B