1. Econ Examples Plus Multimedia Welcome to this multimedia example. To navigate through this example you will need to click the appropriate green arrows (do not use the arrows on your keyboard) Begin CREATED BY Dr. Kyle Hampton International Trade (Cowen/Tabarrok Chapter 8 Micro and Chapter 18 Macro)

2. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of Peppermint Sticks (in millions) $1 20 Candyline Inc. is a company that makes red and white peppermint sticks. This is very competitive industry with several firms each selling essentially the same product. Because perfect substitutes for Candyline’s peppermints are readily available to consumers, the demand curve for Candyline peppermints is perfectly elastic with a market price of $6 a box. Back 406080100120140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand

3. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of Peppermint Sticks (in millions) $1 20 Because, this market is so competitive, Candyline sells every box of peppermint sticks for the same market price of $6. Back 406080100120140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand Marginal revenue is the addition to total revenue that occurs with every unit sold. Because every unit is sold at the market price of $6, the marginal revenue curve is the same as the demand curve. = MR

4. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of Peppermint Sticks (in millions) $1 20 One day, the scientists at Candyline Inc. devise a new technology that allows them to create a peppermint stick that actually eliminates cavities. After securing a patent for their new product, Candyline acquires market power in the sale of their new peppermint stick. They are now a monopoly seller of their cavity- eliminating peppermint stick. Back 406080100120140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand

5. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Because they are the only seller of this improved peppermint stick (which they name DecayAway TM ), the market demand curve is their demand curve. Back 406080100120140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand And because there are no good substitutes for the DecayAway, that demand curve is downward sloping.

6. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Because the demand curve for DecayAway is now downward sloping, Candyline can no longer sell as many units as they wish at a single price. If they want to increase the number of units they sell, they will have to decrease the price they are charging for their product. Back 406080100120140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand And if they want to increase prices, they will have to decrease output.

7. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Because you must lower price to increase output, the marginal revenue of each unit produced will be less than the price. To illustrate, take consider the following example. Imagine Candyline is currently selling 60 million boxes of DecayAway sticks for $8 apiece. If they want to increase output from 60 to 100 million units, they will need to lower the price to $6. Back 406080100120140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand

8. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 In increasing their output, Candyline does see an increase in revenue from selling the 40 additional units. The revenue gain is equal to price of each new unit sold multiplied by the number of new units or $6 x 40 = $240 Back 406080100120140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand This revenue gain is shown as the green shaded area to the right.

9. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 However, in order to increase output, we have to decrease price. And not just the price of the new units we are selling but also the units we were selling before. Those 60 units that we were selling for $8 will now be sold for $6. This results in a loss of $2 per unit and total loss of $2x 60 = $120 Back 406080100120140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand This revenue loss is shown as the red shaded area to the right.

10. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 The net change in revenue, is the difference in the gain from selling additional output and the loss incurred from decreasing the price on the output we were originally producing. Back 406080100120140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand This change in revenue ( Δ TR) is the area of the new green rectangle to the right. $3 x 40 = $120

11. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Marginal revenue is the change in revenue divided by the change in output. MR = Δ TR/ ΔQ Back 406080100120140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand In this case the marginal revenue we earn from increasing our output from 60 million to 100 million units is $120 million / 40 million units = $3

12. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 You can see that – unlike the case of competitive markets – the marginal revenue for a monopolist is always less than price. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand Looking at the effect on revenue of other price and output choices would allow us to build the entire marginal revenue curve. 120 The marginal revenue curve has twice the slope of a linear demand curve. MR

13. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 There are substantial fixed costs involved in the invention and production of DecayAway peppermint sticks, but once these fixed costs are paid, the marginal cost of producing each additional box is only $3. Therefore the marginal cost curve is flat and is shown to the right. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC

14. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC Firms try to maximize profit and Candyline is no exception. As you learned in Chapter 10, firms maximize profit by choosing the output level where marginal revenue equals marginal cost (MR = MC.) Candyline should produce a.60 million boxes.60 million boxes. b.80 million boxes.80 million boxes. c.100 million boxes.100 million boxes. d.120 million boxes.120 million boxes.

15. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 No. Sorry. Look at the graph on the right. The marginal revenue we earn on the 60 millionth box is $5. But each box cost us only $3 to produce. This means that selling an additional box would earn us more revenue (~$5) than it would cost us to produce it ($3). Therefore, we should produce more than 60 million boxes. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC

16. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 No. Sorry. Look at the graph on the right. The marginal revenue we earn on the 100 millionth box is $1. But each box cost us on $3 to produce. This means that selling this box would earn us less revenue (~$1) than it would cost us to produce it ($3). Therefore, we should produce less than 100 million boxes. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC

17. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 No. Sorry. Look at the graph on the right. The marginal revenue we earn on the 120 millionth box is negative. That is – producing it actually reduces our total revenue. Disregarding cost, producing this many units actually means our revenue will be below what it would be at a lower level of output. We would certainly not produce this many boxes. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC

18. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 That’s right. By producing 80 million units, we maximize our profit. Selling the 80 millionth box nets us an increase in revenue of $3. This is exactly the cost of producing that box. If we were to sell one additional box, the marginal revenue earned on that box would be less than $3 and not worth the $3 we would spend to produce it. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC

19. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC The next obvious question is what price should be charge in order to sell our profit maximizing output of 80 million boxes? a.$3$3 b.$5$5 c.$7$7 d.$9$9

20. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 No. Sorry. Look at the demand curve. If we were to charge $3, we would sell 160 million units, which is considerably more than our profit- maximizing quantity of 80 million units. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC

21. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 No. Sorry. Look at the demand curve. If we were to charge $5, we would sell 120 million units, which is considerably more than our profit- maximizing quantity of 80 million units. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC

22. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 No. Sorry. Look at the demand curve. If we were to charge $9, we would sell 40 million units, which is considerably less than our profit-maximizing quantity of 80 million units. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC

23. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Absolutely! Check out that demand curve. If we were to charge $7, we would sell our profit-maximizing quantity of 80 million units. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC

24. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Having found Candyline’s profit- maximizing price, we can now calculate the profit Candyline will earn in the market. In order to calculate total profit, we need to know our the profit earned per unit. We know the revenue earned per unit. That’s price – in this case, $7. But now we need to know our cost per unit. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC

25. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 As we mentioned earlier, Candyline incurs substantial fixed costs in producing DecayAway peppermint sticks. This is in addition to the $3 per box they pay in marginal cost. Because of the need to cover fixed costs, the average cost of each box of DecayAway peppermint sticks is greater than the marginal cost. The average cost includes the marginal cost plus some portion of the fixed costs. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC

26. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 As we produce more and more units, the smaller the share of the fixed costs added to each box we produce. Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC This results in an average cost that decreases as we increase output. AC

27. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC What is our average cost per unit at the profit maximizing output? a.$7$7 b.$3$3 c.$5$5 d.$2$2 AC

28. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC Sorry. No. $3 is the marginal cost. Try again. AC

29. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC Sorry. No. $7 is the price. Try again. AC

30. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC Sorry. No. $2 is not correct. Look at the average cost curve. Try again. AC

31. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC That’s right, The average cost of each box of DecayAways at an output of 80 million units is $5 a box. AC

32. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC We now have enough information determine the profit Candyline will be earning per unit. This will be the difference between revenue received per unit (P = $7) and the cost of producing each unit (AC = $5). The profit per unit is $7 - $5 = $2 AC

33. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC AC So what is Candyline’s total profit? a)$320 million$320 million b)$160 million$160 million c)$560 million$560 million d)$240 million$240 million

34. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC Sorry, no. Total profit is going to be the profit per unit multiplied by the number of boxes actually sold. AC

35. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC Excellent. To find the total profit, we multiply the profit per unit by total output. $2 x 80 million = $160 million This profit is given by the area of the purple rectangle on the right. AC

36. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC Candyline is earning a profit on the sale of DecayAway peppermint sticks. And they will be able to earn this profit so long as their patent serves as a barrier to the entry of potential competitors. This ability to earn monopoly profits is obviously very good for Candyline. But is it good for society? AC

37. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC To answer that question, let’s imagine that instead of restricting their output to 80 million units, Candyline chose to produce one more box of DecayAway sticks. What would be the cost of producing this extra box?

38. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC To answer that question, let’s imagine that instead of restricting their output to 80 million boxes, Candyline chose to produce 100 million. How much value would these additional boxes provide to consumers?

39. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC The demand curve tells us how much value our consumers put on those additional 20 million units. And each of the boxes has a value to some consumer between $7 and $6. But along with providing value, these boxes also incur a cost to society. What is the value of the resources needed to produce these additional boxes?

40. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand 120 MR MC The value of the resources needed to produce the DecayAway sticks is simply the cost to produce the boxes. And, as we stated, each of these additional 20 million boxes will cost us $3 apiece to produce.

41. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand MR MC Because the cost of producing these 20 million additional units is less than the value someone puts on their consumption, society be better off if these goods were produced and consumed. This excess of value over cost is the surplus discussed in previous chapters and is shown as the brown shape on the right. Because Candyline does not produce these units, this surplus is lost. 120

42. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 Demand MR MC 120 You can probably see that the production of additional boxes of DecayAway would provide surplus to society. If Candyline was trying to maximize surplus rather than profit, how many boxes would they sell? a) 220 million220 million b)180 million180 million c)120 million120 million d)160 million160 million

43. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 MR MC 220 million is certainly an increase but is too many. Each unit produced and sold beyond 160 million cost more to produce than the value someone has for it. This result in a loss to society shown as the yellow triangle on the right. 120 Demand

44. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 MR MC 180 million is certainly an increase but is too many. Each unit produced and sold beyond 160 million cost more to produce than the value someone has for it. This result in a loss to society shown as the yellow triangle on the right. 120 Demand

45. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 MR MC 120 million would certain represent an increase in surplus. But it is likely that increased output would result in more. 120 Demand

46. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 MR MC That is correct. Producing 160 million boxes would capture all of the available surplus. Note that this would take place at the level of output where price is equal to marginal cost, one of the defining features of a competitive market. 120 Demand

47. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 MR MC But alas, this is not the level of output chosen by the profit-maximizing monopolist and this surplus is lost to society. The loss that occurs because surplus-generating trades do not take place is called deadweight loss. The deadweight loss generated by Candyline’s decision to produce 80 million units is the area of the triangle on the right. ($4 x 80 million)/2 = $160 million 120 Demand

48. Next Econ Examples Plus Multimedia Monopoly (Cowen/Tabarrok Chapter 11 Micro) Price Boxes of DecayAway TM Sticks (in millions) $1 20 Back 406080100140160180200220 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 MR MC Temp End. 120 Demand