chapter11-pricingwithmarketpower-資料下載頁
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【正文】 aximized. P2 PB PB P1 The dots are estimates of reservation prices for a representative sample of consumers. Chapter 11 Slide 52 Bundling ?配售 ? Tying：商品組合銷售 ? bundling是其常見形式，要求捆綁產(chǎn)品種類和數(shù)量。 ? 其他形式如 ?施樂復印機和施樂復印紙 ?IBM主機和 IBM 制造的計算機紙卡 Chapter 11 Slide 53 Bundling ? Tying ?價格歧視的手段。如根據(jù)復印紙使用量決定復印機的價格 ?保護品牌信譽的手段。如 McDonald要求分店從總部購買全部材料和用具 Chapter 11 Slide 54 Q0 0?P0 Q1 1?P1 AR MR AR and MR are average and marginal revenue when the firm doesn’t advertise. MC If the firm advertises, its average and marginal revenue curves shift to the right average costs rise, but marginal cost does not. AR’ MR’ AC’ Effects of Advertising Quantity $/Q AC Chapter 11 Slide 55 Advertising ?最優(yōu)廣告支出：廣告的邊際收益等于廣告的全部邊際成本（廣告成本和生產(chǎn)成本） ?價格與廣告的關系 ad v . of MC fu l l1)(),(???????????AQMCAQPMRAQCAPPQAd s?Chapter 11 Slide 56 Advertising ?經(jīng)驗法則 r a t io s a l e s t oA d v . 1)(p r i c i n gf o r /1/)(?????????????????PQAAAPMCPAQP M CEPMCPPChapter 11 Slide 57 Advertising ? A Rule of Thumb for Advertising：廣告強度等于需求的廣告彈性與價格彈性之比 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)())((PAAEEPQAEPMCPEAAChapter 11 Slide 58 Advertising ? 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) Chapter 11 Slide 59 Advertising ? Question ? Should the firm increase advertising? Chapter 11 Slide 60 Advertising ? YES ? A/PQ = (2/) = 5% ? Increase budget to $50,000 Chapter 11 Slide 61 Advertising ? Questions ? When EA is large, do you advertise more or less? ? When EP is large, do you advertise more or less? Chapter 11 Slide 62 Advertising ?廣告實踐 ?估計需求的廣告彈性和價格彈性，計算廣告強度 ?Supermarkets ?Convenience stores ?Designer jeans ?Laundry detergents )。10( to ??? AP EE)。5( s m a llv e r y ??? AP EE)13.。43( to to ???? AP EE)。43(la r g ev e r y to ????APEEChapter 11 Slide 63 總結 ? Firms with market power are in an enviable position because they have the potential to earn large profits, but realizing that potential may depend critically on the firm’s pricing strategy. ? A pricing strategy aims to enlarge the customer base that the firm can sell to, and capture as much consumer surplus as possible. Chapter 11 Slide 64 Summary ? Ideally, the firm would like to perfectly price discriminate. ? The twopart tariff is another means of capturing consumer surplus. ? When demands are heterogeneous and negatively correlated, bundling can increase profits. Chapter 11 Slide 65 Summary ? Bundling is a special case of tying, a requirement that products be bought or sold in some bination. ? Advertising can further increase profits. End of Chapter 11 Pricing with Market Power
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