有市場(chǎng)勢(shì)力的定價(jià)(1)-資料下載頁(yè)
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【正文】 will buy bundle A B D C C1 = MC1 C1 = 20 With positive marginal costs, mixed bundling may be more profitable than pure bundling. 169。2021 Pearson Education, Inc. Chapter 11 83 捆綁銷售 ?If MC is zero, mixed bundling can still be more profitable if consumer demands are not perfectly negatively correlated ?Example: ?Reservation prices for consumers B and C are higher ?Compare the same three strategies ?Mixed bundling is the more profitable option since everyone will end up buying 169。2021 Pearson Education, Inc. 84 零邊際成本的混合捆綁銷售 A and D purchase individually. B and C purchase bundled. Profits are highest with mixed bundling. r1 20 40 60 80 100 120 10 90 r2 20 40 60 80 100 120 10 90 C A D B 169。2021 Pearson Education, Inc. Chapter 11 85 捆綁銷售實(shí)踐 ?Car purchasing ?Bundles of options such as electric locks with air conditioning ?Vacation Travel ?Bundling hotel with air fare ?Cable television ?Premium channels bundled together 169。2021 Pearson Education, Inc. Chapter 11 86 捆綁銷售 ?Mixed Bundling in Practice ?Use of market surveys to determine reservation prices ?Design a pricing strategy from the survey results ?Can show graphically using information collected from consumers ?Consumers are separated into four regions ?Can change prices to find max profits 169。2021 Pearson Education, Inc. Chapter 11 87 混合捆綁銷售實(shí)踐 r2 r1 The firm can first choose a price for the bundle and then try individual prices P1 and P2 until total profit is roughly maximized. P2 PB PB P1 169。2021 Pearson Education, Inc. Chapter 11 88 一家餐館的混合捆綁銷售 169。2021 Pearson Education, Inc. Chapter 11 89 搭售 ?The practice of requiring a customer to purchase one good in order to purchase another ?Xerox machines and the paper ?IBM mainframe and puter cards ?Allows firm to meter demand and practice price discrimination more effectively 169。2021 Pearson Education, Inc. Chapter 11 90 搭售 ?Allows the seller to meter the customer and use a twopart tariff to discriminate against the heavy user ?McDonald’s ? Allows them to protect their brand name ?Microsoft ? Uses to extend market power 169。2021 Pearson Education, Inc. Chapter 11 91 廣告 ?Firms with market power have to decide how much to advertise ?We can show how firms choose profit maximizing advertising ?Decision depends on characteristics of demand for firm’s product 169。2021 Pearson Education, Inc. Chapter 11 92 廣告 ?Assumptions ?Firm sets only one price for product ?Firm knows quantity demanded depends on price and advertising expenditure dollars, A Q(P,A) ?We can show the firm’s cost curves, revenue curves, and profits under advertising and no advertising 169。2021 Pearson Education, Inc. Chapter 11 93 0?AR and MR are average and marginal revenue when the firm doesn’t advertise. If the firm advertises, its average and marginal revenue curves shift to the right average costs rise, but marginal cost does not. 廣告的效果 Quantity $/Q Q1 P1 AC Q0 P0 AR MR AC’ MR’ MC 1?AR’ 169。2021 Pearson Education, Inc. Chapter 11 94 廣告 ?Choosing Price and Advertising Expenditure a d v . of MC f u l l???????????AQMCAQPMRAQCAPPQA d s 1)(),(?169。2021 Pearson Education, Inc. Chapter 11 95 廣告 ?A Rule of Thumb for Advertising r a tio s a l e s t oA d v . 1)(p r ic in gf o r /1/)(?????????????????PQAAAPMCPAQP MCEPMCPP169。2021 Pearson Education, Inc. Chapter 11 96 廣告 ?A Rule of Thumb for Advertising T h u m b of R u l ed e m a n d of e l a s t i c i t y A d v . P??????????)(1)())((PAAEEPQAEPMCPEAA169。2021 Pearson Education, Inc. Chapter 11 97 廣告 ?A Rule of Thumb for Advertising ?To maximize profit, the firm’s advertisingtosales ratio should be equal to minus the ratio of the advertising and price elasticities of demand 169。2021 Pearson Education, Inc. Chapter 11 98 廣告 ?An Example ?R(Q) = $1 million/yr ?$10,000 budget for A (advertising1% of revenues) ?EA = .2 (increase budget $20,000, sales increase by 20%) ?EP = 4 (markup price over MC is substantial) 169。2021 Pearson Education, Inc. Chapter 11 99 廣告 ?The firm in our example should increase advertising ?A/PQ = (2/) = 5% ?Increase budget to $50,000 169。2021 Pearson Education, Inc. Chapter 11 100 廣告實(shí)踐 ?Estimate the level of advertising for each of the firms ?Supermarkets ? EP = 10。 EA = to ?Convenience stores ? EP = 5。 EA very small ?Designer jeans ? EP = 3 to –4。 EA = to 1 ?Laundry detergents ? EP = 3 to –4。 EA very large 169。2021 Pearson Education, Inc. Chapter 11 101 作業(yè) ?P412第 5題 ?P413第 10題
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