8


:



.
:
-


-


- fast-food
()


-
(.. )
-

-

.



.

.

,



.


() .
:
dP
MR = MC P +
Q = MC
:
dQ
P - MC
dP Q
1
=
=
P
dQ P

, .


:
(i) markup [(P-MC) / ]
,
markup.

.
(ii) ,



.
:
1. ( )
2.
3.

 1

:
1. (first degree price
discrimination)

.


,
.

1
2
M

P
P3

Pc

MC
D

Q1 Q2

QM Q3

MR Qc

 1
C(Qc,Pc)
(QM,PM)
.

. 1 Q1,
P2 Q2, ..
Qc .

.

(Dutch auction). ,
.
( )


.

 2
2. (second degree price
discrimination) (- quantitysensitive pricing).

.
: i)
(quantity discounts)
ii)

iii) ( two-part tariffs)

 2
,
,
QM ,

++.
(2)
Q2.

.

10

PM
P2

QM

Q2

MC

11

 2

.
.

2
3

MC

4
DA
Q1 Q2 QA Q3

DB
QB

12

 2
QA
QB
. 2(++)+,

.


(..
)

(.. ).

13

1
2

MC

4
DA

DB

Q1 Q2 Q3 Q4
QA QB

14


(two-part tariffs)

,

;

MC
D
Q

Q
15



, ,
.

, :
i)
ii)

iii)

16

 3
3. (third-degree price
discrimination) ( buyersensitive pricing)

( )

.

17

 3
() 1
1

() 2

PM

()
MC

D1
Q1 Q1M

D1+D2

D2
Q2M Q2

MR2

1+2

R1+MR2

MR1

.

MC=MR, P1
1 2 2.
PM
.

18

 3
:
max = 1 + 2 = 1 (Q1 )Q1 + P2 (Q 2 )Q 2 C(Q1 + Q 2 )
Q1 ,Q 2

= 0 MR 1 = MC1
Q1

= 0 MR 2 = MC 2
Q 2

MC1 = MC2,
.
,
(1)

.
(2).
MR1 = MR2.

19

 3

. :
1
MR 1 = P1 (Q1 ) 1 = MC(Q1 + Q 2 )
1

1
1
P1 1 = 2 1
1
2
2 < 1
. ,
1
1
1
1
2 > 1
>

<

1
2
1 2

1
1
1 < 1

1
2

20

 3

1 > 2.
.
:
i) ,

ii) ,
,

iii)

:
i)
ii)

21

 3
:
:

QA = bPA

QB = c dPB

TC = MC (QA+ QB)
:

1
Q A = - Q A
b b
c 1
PB = Q B = - Q
d d

PA =

22

:
(PA Q A ) (Q A Q 2 )
MR A =
= - 2Q A
=
Q A
Q A
RB = - 2QB
:
MRA = MC -2QA = MC QA = (-MC) / 2
MR = MC -2Q = MC

Q = (-MC) / 2

:
A = (-C) / 2

PB = (-MC) / 2

:
= [(-MC)2 / 4] + [(-C)2 / 4

23

:
Q = QA + QB = (+c) (b+d)P
:
+c
1
P=

Q = - Q
b+d b+d

MR = 2Q
:
- C
R = MC Q=
2

+ C
=
2

.

24

( - MC) 2
=
4
( - MC) 2
=
4

25




- .

,
,
..

( )
(-
, - .).

26

.

.
:

1
2

C1+M1
C1
M1

C2
M2
C2+M2

(
).

27

:
C = min {C1, C2}
PM = min {M1, M2}
:
= min {C1+M1, C2+M2}
:

i)
,
C1<C2 1<2,
, 2(C1+M1).
ii) C1<C2 1>2

C1+M1 > C1+M2 C2+M2 > C1+M2.

28

C1 = 220,

C2 = 320

M1 = 110,

M2 = 80

(
).

220 80
: 2 . (220+80) = 600

330 : 2 . (330) =
660.

29




.
,

.

(pure bundling)

(mixed bundling).

30