管理统计分析第十三章,英文版.ppt

* * * * * * * * * * * * * * Bigsoft example MR = P(1+1/E) Commercial users MR= $100(1-1/1.5) =$100 (1-.67)= $33 Student users MR = $50 (1-1/4) = $37.5 How much can Bigsoft increase revenues by shifting one sale? $37.5-33 = 4.5 Bigsoft example Suppose we have constant price elasticities of demand and constant marginal cost Ec = -1.5 Es = -4 MC = $40 What are optimal prices? Bigsoft example MRc = MRs = MC MRc = $40, MRs = $40 Given that MR = P(1+1/E) then P = MR/(1+1/E) Pc = $120 and Ps = $53.33 Multiple Products Related in consumption For two products, X Y, produce sell levels of output for which MRX = MCX and MRY = MCY MRX is a function not only of QX but also of QY (as is MRY) – conditions must be satisfied simultaneously Example: Disney sells DVD and complementary toys Disney studios Disney is considering lowering the price of its latest DVD from $20 to $15. This will increase unit sales but lower profits from the sale of the DVD’s by $10 million. Increased sales of the DVDs will produce more sales of action figures. If the profit margin on an action figure is $5, how many more action figures must Disney sell to offset the decline in profits on the DVDs? Answer ($10 million/$5) = 2 million 14-* Multiple Products Related in production as substitutes For two products, X Y, allocate production facility so that MRPX = MRPY Optimal level of facility usage in the long run is where MRPT = MC For profit-maximization: MRPT = MC = MRPX = MRPY JBL Plastics JBL has a vacuum press that can produce plastic cars or tanks. The marginal cost of producing two cars or one tank is $5. The marginal revenue from the sale of a toy car is $3 and the price is $6. The marginal revenue from the sale of a toy tank is $7 and the price is $14. MRPc from toy cars is $3x2= $6 MRPt from toy tanks is $7x1=$7 Should JBL readjust the ratio of cars to tanks it is producing so that MRPt= MRPc= MC 14-* 14-* Profit-Maximizing A