文档介绍：Chapter11PricingwithMarketPowerTopicstobeDiscussedCapturingConsumerSurplusPriceDiscriminationIntertemporalPriceDiscriminationandPeak-LoadPricingTheTwo-PartTariffBundlingAdvertising2Chapter11IntroductionPricingwithoutmarketpower(petition)isdeterminedbymarketsupplyanddemandTheindividualproducermustbeabletoforecastthemarketandthenconcentrateonmanagingproduction(cost)tomaximizeprofits3Chapter11IntroductionPricingwithmarketpower(petition)requirestheindividualproducertoknowmuchmoreaboutthecharacteristicsofdemandaswellasmanageproduction4Chapter11CapturingConsumerSurplusAllpricingstrategieswewillexaminearemeansofcapturingconsumersurplusandtransferringittotheproducerProfitmaximizingpointofP*andQ*ButsomeconsumerswillpaymorethanP*foragoodRaisingpricewilllosesomeconsumers,leadingtosmallerprofitsLoweringpricewillgainsomeconsumers,butlowerprofits5Chapter11CapturingConsumerSurplusQuantity$/QDMRPmaxMCPCThefirmwouldliketochargehigherpricetothoseconsumerswillingtopayit-AP*Q*AP1FirmwouldalsoliketoselltothoseinareaBbutwithoutloweringpricetoallconsumersBP2Bothwayswillallowthefirmtocapturemoreconsumersurplus6Chapter11CapturingConsumerSurplusPricediscriminationisthepracticeofchargingdifferentpricestodifferentconsumersforsimilargoodsMustbeabletoidentifythedifferentconsumersandgetthemtopaydifferentpricesOthertechniquesthatexpandtherangeofafirm’smarkettogetatmoreconsumersurplusTariffsandbundling7Chapter11PriceDiscriminationFirstDegreePriceDiscriminationChargeaseparatepricetoeachcustomer:themaximumorreservationpricetheyarewillingtopayHowcanafirmprofit?ThefirmproducesQ*MR=MCWecanseethefirm’svariableprofit–thefirm’onsumersurplusareabetweendemandandprice8Chapter11PriceDiscriminationIfthefirmcanpricediscriminateperfectly,eachconsumerischargedexactlywhattheyarewillingtopayMRcurveisnolongerpartofoutputdecisionIncrementalrevenueisexactlythepriceatwhicheachunitissold–thedemandcurveAdditionalprofitfromproducingandsellinganincrementalunitisnowthedifferencebetweendemandandmarginalcost9Chapter11P*Q*With