1. Perfect Competition Chapter 14-2. Profit Maximizing and Shutting Down

2. Profit-Maximizing Level of Output The goal of the firm is to maximize profits. Profit is the difference between total revenue and total cost.

3. Profit-Maximizing Level of Output What happens to profit in response to a change in output is determined by marginal revenue (MR) and marginal cost (MC). A firm maximizes profit when MC = MR.

4. Profit-Maximizing Level of Output Marginal revenue (MR) – the change in total revenue associated with a change in quantity. Marginal cost (MC) – the change in total cost associated with a change in quantity.

5. Marginal Revenue A perfect competitor accepts the market price as given. As a result, marginal revenue equals price (MR = P).

6. Marginal Cost Initially, marginal cost falls and then begins to rise. Marginal concepts are best defined between the numbers.

7. Profit Maximization: MC = MR To maximize profits, a firm should produce where marginal cost equals marginal revenue.

8. How to Maximize Profit If marginal revenue does not equal marginal cost, a firm can increase profit by changing output. The supplier will continue to produce as long as marginal cost is less than marginal revenue.

9. How to Maximize Profit The supplier will cut back on production if marginal cost is greater than marginal revenue. Thus, the profit-maximizing condition of a competitive firm is MC = MR = P.

10. Again! MR=MC Profit is maximized when MR=MC. –If the cost of producing one more unit is less than the revenue it generates, then a profit is available for the firm that increases production by one unit. –If the cost of producing one more unit is more than the revenue it generates, then increasing production reduces profit.

11. C A P = D = MR Costs 12345678910Quantity 60 50 40 30 20 10 0 A B MC Marginal Cost, Marginal Revenue, and Price 0 1 2 3 4 5 6 7 8 9 10 $28.00 20.00 16.00 14.00 12.00 17.00 22.00 30.00 40.00 54.00 68.00 Price = MR Quantity Produced Marginal Cost $35.00 35.00 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

12. Profit Maximization: Graphical Analysis

13. Profit Maximization: The Numbers QPTRTCTR-TCMRMCATC 0$1$0$1.00-$1.00$1 1 $2.00-$1.00$1$1.00$2.00 2$1$2$2.80-$0.80$1$0.80$1.40 3$1$3$3.50-$0.50$1$0.70$1.17 4$1$4$4.00$0.00$1$0.50$1.00 5$1$5$4.50$0.50$1$0.50$0.90 6$1$6$5.20$0.80$1$0.70$0.87 7$1$7$6.00$1.00$1$0.80$0.86 8$1$8$6.86$1.14$1$0.86 9$1$9$7.86$1.14$1$1.00$0.87 10$1$10$9.36$0.64$1$1.50$0.94 11$1$11$12.00-$1.00$1$2.64$1.09 MR=MC

14. The Marginal Cost Curve Is the Supply Curve The marginal cost curve is the firm's supply curve above the point where price exceeds average variable cost.

15. The Marginal Cost Curve Is the Supply Curve The MC curve tells the competitive firm how much it should produce at a given price. The firm can do no better than produce the quantity at which marginal cost equals marginal revenue which in turn equals price.

16. The Marginal Cost Curve Is the Firm’s Supply Curve A B C Marginal cost Cost, Price $70 60 50 40 30 20 10 0 1Quantity2345678910

17. Firms Maximize Total Profit Firms seek to maximize total profit, not profit per unit. –Firms do not care about profit per unit. –As long as increasing output increases total profits, a profit-maximizing firm should produce more.

18. Profit Maximization Using Total Revenue and Total Cost Profit is maximized where the vertical distance between total revenue and total cost is greatest. At that output, MR (the slope of the total revenue curve) and MC (the slope of the total cost curve) are equal.

19. TCTR 0 Total cost, revenue $385 350 315 280 245 210 175 140 105 70 35 Quantity 123456789 Profit Determination Using Total Cost and Revenue Curves Maximum profit =$81 $130 Loss Profit Profit =$45 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

20. Total Profit at the Profit- Maximizing Level of Output The P = MR = MC condition tells us how much output a competitive firm should produce to maximize profit. It does not tell us how much profit the firm makes.

21. Determining Profit and Loss From a Table of Costs Profit can be calculated from a table of costs and revenues. Profit is determined by total revenue minus total cost.

22. Costs Relevant to a Firm McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

23. Costs Relevant to a Firm McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

24. Determining Profit and Loss From a Graph Find output where MC = MR. –The intersection of MC = MR (P) determines the quantity the firm will produce if it wishes to maximize profits.

25. Determining Profit and Loss From a Graph Find profit per unit where MC = MR. –Drop a line down from where MC equals MR, and then to the ATC curve. –This is the profit per unit. –Extend a line back to the vertical axis to identify total profit.

26. Determining Profit and Loss From a Graph The firm makes a profit when the ATC curve is below the MR curve. The firm incurs a loss when the ATC curve is above the MR curve.

27. Determining Profit and Loss From a Graph Zero profit or loss where MC=MR. –Firms can earn zero profit or even a loss where MC = MR. –Even though economic profit is zero, all resources, including entrepreneurs, are being paid their opportunity costs.

28. (a) Profit case (b) Zero profit case (c) Loss case Determining Profits Graphically Quantity Price 65 60 55 50 45 40 35 30 25 20 15 10 5 0 65 60 55 50 45 40 35 30 25 20 15 10 5 0 123456789 12 1234567891012 D MC AP = MR B ATC AVC E Profit C MC ATC AVC MC ATC AVC Loss 65 60 55 50 45 40 35 30 25 20 15 10 5 0 123456789 12 P = MR Price © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill

29. Loss Minimization Average cost of a unit of output Revenue generated by a unit of output Market price falls

30. The Shutdown Point The firm will shut down if it cannot cover average variable costs. –A firm should continue to produce as long as price is greater than average variable cost. –If price falls below that point it makes sense to shut down temporarily and save the variable costs.

31. The Shutdown Point The shutdown point is the point at which the firm will be better off it it shuts down than it will if it stays in business.

32. The Shutdown Point If total revenue is more than total variable cost, the firm’s best strategy is to temporarily produce at a loss. It is taking less of a loss than it would by shutting down.

33. MC P = MR 2468Quantity Price 60 50 40 30 20 10 0 ATC AVC Loss A $17.80 The Shutdown Decision

34. Minimizing Loss Shutdown price: the minimum point of the average-variable-cost (AVC) curve. Break-even price: A price that is equal to the minimum point of the average-total- cost (ATC) curve. –At this price, economic profit is zero.

35. Profit Maximizing Level of Output Marginal revenue (MR) is the change in total revenue associated with a change in quantity A firm maximizes profit when marginal revenue equals marginal cost The goal of the firm is to maximize profits, the difference between total revenue and total cost Marginal cost (MC) is the change in total cost associated with a change in quantity 14-35

36. Profit Maximizing Level of Output If MR < MC, a firm can increase profit by decreasing its output If MR > MC, a firm can increase profit by increasing output The profit-maximizing condition of a competitive firm is: MR = MC For a competitive firm, MR = P A firm maximizes total profit, not profit per unit 14-36

37. Marginal Cost, Marginal Revenue, and Price Graph P Q Marginal Cost $35 P = D = MR MC < P, increase output to increase total profit MC = P at 8 units, total profit is maximized MC > P, decrease output to increase total profit MC = P 14-37

38. The Marginal Cost Curve is the Supply Curve Because the marginal cost curve tells us how much of a good a firm will supply at a given price, the marginal cost curve is the firm’s supply curve P Marginal Cost $35 Q $19.50 $61 86 10 Firm’s Supply Curve = 14-38

39. Profit Maximization using Total Revenue and Total Cost Total cost is the cumulative sum of the marginal costs, plus the fixed costs An alternative method to determine the profit-maximizing level of output is to look at the total and total cost curves Total profit is the difference between total revenue and total cost curves 14-39

40. Total Revenue and Total Cost Table Total Cost, Total Revenue TC $175 Q $130 $280 85 TR The total revenue curve is a straight line The total cost curve is bowed upward at most quantities reflecting increasing marginal cost Max profit = $81 at 8 units of output 3 Losses Profits Profits are maximized when the vertical distance between TR and TC is greatest 14-40

41. Determining Profits Graphically: A Firm with Profit AVC MC Q P ATC Find output where MC = MR, this is the profit maximizing Q P = D = MR MC = MR Q profit max Find profit per unit where the profit max Q intersects ATC ATC at Q profit max P ATC Profits Since P>ATC at the profit maximizing quantity, this firm is earning profits 14-41

42. Determining Profits Graphically: A Firm with Zero Profit or Losses AVC MC Q P ATC MC = MR Q profit max ATC at Q profit max P =ATC P = D = MR Since P=ATC at the profit maximizing quantity, this firm is earning zero profit or loss Find output where MC = MR, this is the profit maximizing Q Find profit per unit where the profit max Q intersects ATC 14-42

43. Determining Profits Graphically: A Firm with Losses AVC MC Q P ATC MC = MR Q profit max ATC at Q profit max P ATC P = D = MR Since P<ATC at the profit maximizing quantity, this firm is earning losses Find output where MC = MR, this is the profit maximizing Q Find profit per unit where the profit max Q intersects ATC Losses 14-43

44. Determining Profits Graphically: The Shutdown Decision AVC MC Q P ATC Q profit max P Shut down P = D = MR The shutdown point is the point below which the firm will be better off if it shuts down than it will if it stays in business If P>min of AVC, then the firm will still produce, but earn a loss If P<min of AVC, the firm will shut down If a firm shuts down, it still has to pay its fixed costs 14-44

45. Short-Run Market Supply and Demand The market (industry) supply curve is the horizontal sum of all the firms’ marginal cost curves While the firm’s demand curve is perfectly elastic, the industry’s demand curve is downward sloping The market supply curve takes into account any changes in input prices that might occur 14-45

46. ATC Profits Short-Run Market Supply and Demand Graph P Q Market Supply P Market Demand P Q P P = D = MR MC ATC Q profit max MarketFirm 14-46