定价技术与分析.pptVIP

Substitutes Complements Look for interdependencies in marginal revenues: MRA = ?TRA / ?QA + ?TRB / ?QA MRB = ?TRA / ?QB + ?TRB / ?QB Substitutes when cross terms are negative Erosion or Cannibalism are terms used Complements when cross terms are positive BASE sells tapes and tape head cleaners Decision Rule for Multiple Product Firms Do NOT use the rule to produce where MR=MC, as in MRA = MCA INSTEAD: Produce where the FULL MR = FULL MC For a Two Product Firm of A B Produce where: ?TRA /?QA + ?TRB /?QA = ?TCA /?QA + ?TCB /?QA Include all relevant revenue and cost effects Pri