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Solutions Manual

**Chapter 12 Capturing Surplus
**

Solutions to Problems

12.1 a) b) c) d) Third degree – the firm is charging a different price to different market segments, individuals and libraries. First degree – each consumer is paying near their maximum willingness to pay. Second degree – the firm is offering quantity discounts. As the number of holes played goes up, the average expenditure per hole falls. Third degree – the firm is charging different prices for different segments. Business customers (M-F) are being charged a higher price than those using the phone on Sunday, e.g., family calls. Second degree – the firm is offering a quantity discount. Third degree – the airline is charging different prices to different segments. Those who can purchase in advance pay one price while those who must purchase with short notice pay a different price. If price discrimination is impossible the firm will set MR ! MC .

e) f)

12.2

a)

20 " 2Q ! 2Q Q!5 At this quantity, price will be P ! 15 , total revenue will be TR ! 75 , total cost will be TC ! 49 , and profit will be # ! 26 . Producer surplus is total revenue less non-sunk cost, or, in this case, total revenue less variable cost. Thus producer surplus is 75 " 52 ! 50 .

b)

With perfect first-degree price discrimination the firm sets P ! MC to determine the level of output.

20 " Q ! 2Q Q ! 6.67 The price charged each consumer, however, will vary. The price charged will be the consumer’s maximum willingness to pay and will correspond with the demand curve. Total revenue will be the area underneath the demand curve out to Q = 6.67 units, or 0.5(20 – 13.33)(6.67) + 13.33(6.67) = 111.16. Since the firm is producing a total of 6.67 units, total cost will be TC ! 68.49 . Profit is then

Copyright © 2008 John Wiley & Sons, Inc. Chapter 12 - 1

67 . the firm will earn positive profit as long as F % 50 . or when Q = 8.33(6.672 ! 66. At this price and quantity profit will be # ! 15(5) " ( F $ 52 ) # ! 50 " F Therefore.3 a) At this quantity.Besanko & Braeutigam – Microeconomics. 0. it sets MR = MC: 100 – 2Q = 20.67. Profit will be # ! 111. Chapter 12 . Inc.16 " ( F $ 6. The demand curve intersects the marginal cost curve when 40 – 3Q = 2Q.67 units. Comparing the solution to parts (a) and (b).67 " F Therefore. A profit-maximizing firm charging a uniform price will set MR ! MC . Total variable cost is the area of the triangle under its marginal cost curve up to the quantity produced. When the firm sets a uniform price. The profit maximizing uniform b) 12.2 . the firm will charge a price on the demand curve for all units up to the quantity at which the demand curve intersects the marginal cost curve.67 .67 . profit will be positive as long as F % 66. that is.67) $ 13. b) A firm engaging in first-degree price discrimination with this demand will produce where demand intersects marginal cost: 20 – Q = 2Q or Q = 6.5(40 – 16)8 + 16(8) = 224. or 40 – 6Q = 2Q. or 111.672 ) # ! 66.16 " 6. With demand P ! 20 " Q . 3rd edition Solutions Manual # ! 42.4 a) The firm would maximize profit by producing until MR = MC. 12. 20 " 2Q ! 2Q Q!5 12.5(20 " 13.67 the firm would be unwilling to operate unless it is able to practice first-degree price discrimination.16 . its total costs are C = Q2.5 a) Copyright © 2008 John Wiley & Sons. MR ! 20 " 2Q . With MC = 2Q and no fixed costs. So by price discriminating. Thus Q = 5 and the profit-maximizing price is P = 25.67 units. Its total revenue will be the area underneath the demand curve out to Q = 6. price will be P ! 15 . the firm will be able to earn an extra profit of (160 – 100) = 60.33)(6. while producer surplus is revenue less variable cost. so # = 25(5) – 52 = 100.5(16)(8) = 64. Economic profit will be 224 – 64 = 160. c) By being able to employ perfect first-degree price discrimination the firm increases profit and producer surplus by 16. or 0. for values of F between 50 and 66. Total revenue will be the area under the demand curve. The quantity that maximizes profit is therefore Q = 40. With perfect first degree price discrimination.67) ! 111. TR ! .

3rd edition Solutions Manual price is P = 100 – Q = 100 – 40 = 60. The firm’s total profit will be (80 – 10)*20 + (45 – 10)*35 = $2625. The option in part (b) yields the highest profits. so profits are positive only if K < 25. the firm will charge a price on the demand curve for all units up to the quantity at which the demand curve intersects the marginal cost curve.Besanko & Braeutigam – Microeconomics. The marginal willingness to pay for each unit beyond Q1 = 40 is P = 60 – Q2. we have 60 – 2Z = 50 or Z = 5. Thus Q2 = 30 and P2 = 40. So MR = 60 – 2Q2 and we have MR = MC: 60 – 2Q2 = 10. See the graph below. Thus Q2 = 25 and P2 = 35. or when Q = 80. while the firm sells any quantity above 20 at $45 apiece. So MR = 70 – 2Q2 and we have MR = MC: 70 – 2Q2 = 10. P = MC = 50 implies the customer purchases Z = 10 units. with P = 55. Inc. So the firm will be able to earn at least zero economic profit as long as F < 3200. Total cost will be F + 20(80) = F + 1600. Profit is PQ – F -20Q = (60)(40) – F – (20)(40) = 1600 – F. of $2700. Thus Q2 = 35 and P2 = 80 – 35 = 45. 12. The marginal willingness to pay for each unit beyond Q1 = 30 is P = 70 – Q2.6 a) b) c) d) 12. b) With perfect first degree price discrimination. So the firm sells the first 20 units at a price of $80 apiece. You earn ! = 55*5 – (K + 50*5) = 25 – K. The firm’s total profit will be (70 – 10)*30 + (40 – 10)*30 = $2700. The demand curve intersects the marginal cost curve when 100 – Q = 20. So the firm could earn at least zero economic profit as long as F < 1600. We can represent the marginal willingness to pay for each unit beyond Q1 = 20 as P = 100 – (20 + Q2) = 80 – Q2. Economic profit will be 4800 – F – 1600 = 3200 – F.3 .7 a) b) P 60 50 Demand MC 10 Q Copyright © 2008 John Wiley & Sons. Chapter 12 .5(100 – 20)80 + 20(80) = 4800. The associated marginal revenue is then MR = 80 – 2Q2. Setting MR =MC. so the profit maximizing second block is MR = MC: 80 – 2Q2 = 10. The firm’s total profit will be (60 – 10)*40 + (35 – 10)*25 = $2625. Total revenue will be the area under the demand curve. or 0.

For N customers. the largest fixedfee you could charge her.9 To maximize the sum of consumer and producer surplus. 3rd edition Solutions Manual c) At P = 10.5(Q1 + 120).5*(10 – 2)*8 = 32. your profits are ! = N*300 – (K + 50*5*N) = 50*N – K. So in the optimal block tariff. This means that each consumer will be willing to buy electricity as long as the subscription charge is less than 32. With 100 consumers. Q2 = 0. and any additional units at P2. while ensuring that she is willing to participate in this market. Thus. so profits are ! = 300 – (K + 50*5) = 50 – K. So the total revenue for the firm will be the sum of the revenue from the subscription charge (1200) and the revenue from the usage charge 100*8*2 = 200. if price is equal to marginal cost. the quantity sold in the second block will be halfway between Q1 and 120. second-degree) price discrimination allows you to operate in a market where sunk fixed costs range as high as K = 50.5&Q1 $ 120 ' " Q1 ) " 10 * 0. your revenues are R = 50 + 50*5 = 300. Third. Second. PS is maximized (at 2400) when Q1 = 40. the electric utility can then charge each customer a subscription fee of $12 to cover its fixed costs of $1200. Total revenue will just cover total cost. this will induce consumers to buy units of electricity as long as their willingness to pay is at least as high as the marginal cost of providing electricity service. leaving each consumer with a consumer surplus of 32 – 12 = 20. we can then say that the optimal price P2 must satisfy P2 = 70 – 0. Chapter 12 . we know that P1 = 70 – 0.5Q2.5Q1. the firm will sell the first 40 units for $50 apiece and a second 40 units (because Q2 – Q1 = 40) at $30 apiece.5&Q1 $ 120 ' !" 3 &Q1 " 40'2 $ 2400 8 Since the first term is negative. the regulator must set the usage charge m = 2. First. Therefore. If there were no subscription charge. This means that each consumer will buy 8 units of electricity. the firm’s producer surplus is thus PS ! P Q1 $ P2 &Q2 " Q1 ' " 10Q2 1 ! &70 " 0.25Q1. (here. then consumers would demand Q = 120 units. By enabling the firm to extract more surplus. so profits are positive only when K < 50*N. That is. Expressing in terms of Q1. that is. these units should be priced at P1 = 50. Now. the customer gets CS = ½*(60 – 50)*10 = 50. 12.5Q1 'Q1 $ &40 " 0. With a marginal cost of 10. Inc. There will be zero deadweight loss in the market.25Q1 '(0.Besanko & Braeutigam – Microeconomics. each consumer would realize a consumer surplus of 0. The optimal second block involves P2 = 30 and Q2 = 80.4 . that implies P2 = 40 – 0. Now the firm can operate profitably so long as K < 50.8 Suppose the optimal structure is to sell the first Q1 units at the price P1. Copyright © 2008 John Wiley & Sons. d) e) 12. is F = CS = 50. whereas using standard monopoly pricing the firm wouldn’t participate unless K < 25. and the firm will earn zero economic profit.

5(70 – 40)30 + 0. 3rd edition Solutions Manual 12. Profit in Europe is then # E ! ( PE " 10)QE ! (40 " 10)30 ! 900 . Total profit will be # ! 3400 . Thus.10 We use the inverse elasticity rule to determine the profit-maximizing prices: P1 = MC[1/(1 + 1/*1)] = 5[1/(1+1/(-3))] = 5(3/2) = 7.11 a) With third-degree price discrimination the firm should set MR ! MC in each market to determine price and quantity.5 P2 = MC[1/(1 + 1/*2)] = 5[1/(1+1/(-1. If the firm cannot price discriminate. If the firm sets price at 50. price will be PE ! 40 .5 . Profit in the US will then be U # U ! ( P " 10)QU ! (60 " 10)50 ! 2500 . Inc. consumer surplus will Copyright © 2008 John Wiley & Sons. If the firm can price discriminate. In this case Q ! 70 " P $ 110 " P Q ! 180 " 2 P The inverse demand is then P ! 90 " 0. Setting MR ! MC in the US implies 110 " 2QU ! 10 QU ! 50 At this quantity price will be P ! 60 . the firm will sell QE ! 20 and QU ! 60 .Besanko & Braeutigam – Microeconomics. total surplus will be 5100. Chapter 12 . in Europe setting MR ! MC 70 " 2QE ! 10 QE ! 30 At this quantity.5Q . Profit will be # ! 50(80) " 10(80) ! 3200 . c) The firm will sell the drug on both continents under either scenario. The total demand the firm will face is Q ! QE $ QU . it will set the price to maximize total profit. U b) If the firm can only sell the drug at one price. total consumer surplus will be 0.5))] = 5(3) = 15 12. setting MR ! MC implies 90 " Q ! 10 Q ! 80 At this quantity price will be P ! 50 . Since MC ! 10 . Thus.5(110 – 60)50 = 1700 and producer surplus (equal to profit) will be 3400.

If the firm cannot price discriminate then Q ! QE $ QU Q ! 30 " P $ 110 " P Q ! 140 " 2 P Inverse demand is P = 70 – 0.5 PE . if QE ! 55 " . Thus. total surplus will be 5200. Inc.Besanko & Braeutigam – Microeconomics. In the US 110 " 2QU ! 10 Q ! 50 At this quantity the firm will charge a price P ! 60 and profits in the US will be U # ! 2500 . no price discrimination) is one at which the firm would sell in both markets.5(110 – 50)60 = 2000 and producer surplus will be equal to profit of 3200.e.6 . price will be P ! 40 . Chapter 12 . Setting MR ! MC in Europe implies Copyright © 2008 John Wiley & Sons. 12. implying QU = 50 and PU = 60.5P $ 110 " P Q ! 165 " 1.13 Without price discrimination. Setting MR ! MC implies 70 " Q ! 10 Q ! 60 At this quantity.5P Inverse demand is P = 110 – 2 3 Q. Setting MR ! MC implies 110 " 4 3 Q ! 10 Q ! 75 At this quantity the firm will charge a price of P ! 60 .. Since the firm will not sell any units in Europe. This price exceeds the choke price in Europe.5Q. then Q ! QE $ QU is Q ! 55 " . To maximize profits with third-degree price discrimination the firm should set MR ! MC in each market. 3rd edition Solutions Manual be 0. 12. so the firm will not be able to sell any units in Europe. At this price the firm will sell 25 units in Europe and 50 units in the US and earn a total profit of # ! 3750 . the firm should set its marginal cost equal to the marginal revenue in the US market: MRU = 110 – 2QU = MC = 10.5(70 – 50)20 + 0.12 Let’s start by assuming that the optimal uniform price (i.

+ + PR .52 .130 V The same solution as that given in Learning-By-Doing Exercise 12. This is equal to the profits without price discrimination. Therefore.Besanko & Braeutigam – Microeconomics. 1 . ! P -1 $ .15 and *Q V . which implies PV ! 450. so the firm gains no advantage by being able to price discriminate. 12. For business travelers PB " 200 1 !" PB " 1. the firm would charge the same price in each market regardless of whether it could price discriminate or not. Why? Because with third-degree price discrimination the firm is trying to find a price to charge each market to increase profits above the profits the firm would earn if it charged each market segment the same price. If the firm varies the solution from this point. it will only do so if the profits will increase. / "1.342 P V PR 0. which implies PB 1 867.130 PR ! 0.15 0 / "1. 12. Learning-By-Doing Exercise 12. 12.5 gives * QR . Inc.15 For this problem.1 $ V .14 A firm could never do worse with third-degree price discrimination than without. profits for the discriminating firm could never be worse than the profits for the non-discriminating firm.52 0 0.5. 3rd edition Solutions Manual 110 " 4Q ! 10 Q ! 25 At this quantity the firm will charge a price PE ! 60 and profits in Europe will be # ! 1250 .7 .P V ! "1. Verifying the relationship in this problem implies 1 .16 Use the inverse elasticity pricing rule to find the profit maximizing level of each price. With these demands.342 ! P 0. PR ! "1. Chapter 12 . Profits can never be worse because the firm could always choose the solution where it charges all segments the same price and earn profit equal to the non-discriminating solution.8 V Copyright © 2008 John Wiley & Sons.3 For vacation travelers PV " 200 1 !" P " 1. Total profits with price discrimination will equal the sum of the profits from each market # ! # E $ # U ! 1250 $ 2500 ! 3750 .

Inc. and Q2 = 500 – 160 = 340 high-end travelers stay at the resort. or Q = 420. The percentage of bargain travelers is now 180/(180+240) = 0. The profitmaximizing price is thus: P = 300 – (1/3)(420) = 160. If Q = 900 – 3P. and so the profit-maximizing quantity is found by solving 300 – (2/3)Q = 20. ! This implies that marginal revenue is: MR1 = 500 – 2Q1. If so. ! Equating marginal revenue to marginal cost gives us: 200 – Q1 = 20. High-end travelers: ! Q1 = 500 – P1 2 P1 = 500 – Q1. ! This implies that marginal revenue is: MR1 = 200 – Q1. Thus. or Q1 = 180. or Q = 900 – 3P. 3rd edition Solutions Manual 12.8 . d) There are a number of ways the resort can screen passengers.Besanko & Braeutigam – Microeconomics. about 19 percent of the resort’s guests are bargain travelers. then the resort could screen on the basis of age. then the inverse market demand curve is P = 300 – (1/3)Q.17 a) In the range of prices in which consumers in both market segments purchase at a common price P. ! This implies P1 = 500 – (240) = 260. the resort may set a uniform price for rooms but offer the complementary services for sale at a high Copyright © 2008 John Wiley & Sons. If there is a correlation between a traveler’s willingness to pay for a room in the resort and his/her propensity to purchase complementary resort services such as spa treatments or workouts with a personal trainer. the total market demand curve is Q1 + Q2 = 400 – 2P + 500 – P. ! This implies P1 = 200 – ½ (180) = 110. If there is a correlation between age and membership in the bargain segment (perhaps elderly individuals are more price sensitive). Marginal revenue is thus MR = 300 – (2/3)Q.428 or about 43 percent. Chapter 12 . Q1 = 400 – 2(160) = 80 bargain travelers stay at the resort. or Q1 = 240. At this price. ! Equating marginal revenue to marginal cost gives us: 500 – 2Q1 = 20. (b) c) We find the profit maximizing quantity and price in each market segment as follows: Bargain travelers: ! Q1 = 400 – 2P1 2 P1 = 200 – ½ Q1.

5(10 + 2) = 6. because each has the same intercept (choke price).5(a1 + c) and P2 = 0. This is a selling channel that appeals disproportionately to price sensitive travelers.18 a) One way to solve the problem is to form the aggregate demand: Y = YR + YT = 100 – 10P + 20 = 120 – 10P. In T. consumers with the lower choke price) benefits from relatively lower prices under price discrimination while group 1 is hurt by relatively higher prices. Y = 50. Finally.9 .1Y. collect a higher “overall” price (room charge plus other services) from high-end travelers.e. Note that P – P1 = !*(a2 – a1) while P – P2 = (1/6)*(a1 – a2). So the profit-maximizing non-discriminatory price will be P = 0. the resort could screen by offering discounts to those travelers who. b) 12. Then ! = PRYR + PTYT – 160 – 2(YR + YT) = 6(40) + 12(20) – 160 – 2(60) = 200. The inverse form of this demand is P = 12 – 0.5(12 + 2) = 7. d) If a1 = a2. Setting MR = MC. That is. ! = PY – 160 – 2Y = 7(50) – 160 – 2(50) = 90. Inc. In the case where the seller cannot discriminate. If there is a correlation between the propensity of a traveler to mail in rebate cards or coupons and the traveler’s membership in the bargain segment. mail in a rebate card or coupon.Besanko & Braeutigam – Microeconomics. If a1 > a2.2Y = 2.2YR = 2.1(50) = 7. we have 10 – 0. in effect.5(14 + 2) = 8 and P2 = 0.1YR. Thus. Market demand will be Q = Q1 + Q2 = 16 – P + 20 – 2P. Inverse market demand is then P = 12 – !*Q. In R. market demand will be Q = Q1 + Q2 = a1 + 2a2 – 3P. then group 2 (i. For any two general demand curves P1= a1 – Q1 and P2 = a2 – 0. the profit-maximizing discriminatory prices will be P1 = 0. Then set MR = MC: 12 – 0. then all three prices are the same: P1 = P2 = P. Thus.com.. which implies YR = 40 and PR = 6. and P = 12 – 0. neither group benefits (nor is harmed by) price discrimination. Chapter 12 . 12. the firm should extract all consumer surplus by setting PT = 12 for all YT = 20 units. So the profitmaximizing non-discriminatory price will be P = ½*[!*(a1 + 2a2) + c].5(a2 + c).5Q2 and constant marginal cost c. With linear demand and constant marginal costs. inverse demand is PR = 10 – 0. the resort could offer a few rooms on Priceline.19 a) b) c) Copyright © 2008 John Wiley & Sons. even though the demand curves have different slopes. 3rd edition Solutions Manual mark-up to allow the resort to. Inverse demand is P = !*(a1 + 2a2) – !*Q. upon returning home. we can use the monopoly midpoint rule to quickly determine that the profit-maximizing prices are P1 = 0. the monopoly midpoint rule implies that the profit-maximizing monopoly price is the same regardless of whether the seller uses price discrimination or not.

but it would earn profit of $200 on each customer for a total of $800 profit.5 – (1/2)Q1 = 425 – Q2 Q1 + Q2 = 500 Solving these equations yields: Q1 = 175. the best the firm can do is set the price of airfare at $800 and the price of hotel at $800.$5. Inc. MR1 = $4.5 – (1/2)Q1. In the equations below. Hence.$25(150) = $250. Since MR2 > MR1. MR2 = $1. The firm could attract two customers for each service at a price of $500. Hence.5 – (1/4)Q1. Q1 = 150.000. (Equate the MRs) Q1 + Q2 = 500.5 – (1/2)Q1 = 425 – Q2.$25.000. Chapter 12 .$5(50) = $750.5 – (1/4)(175) = 143. let’s let “1” denote the business traveler segment and “2” denote the vacation traveler segment. This implies MR1 = 187. Q2 = 850 – 2P2 2 P2 = 425 – (1/2)Q2.000 . 12. the airline can increase its profits by selling more seats to vacation traveler and fewer seats to business travelers.000 .21 The easiest way to check whether the current allocation of seats is optimal is to compare the marginal revenues of the two market segments. Q2 = 50. Plugging these back into the inverse demand curves gives us the profit-maximizing prices: P1 = 187. Q2 = 325. This implies MR2 = 425 – Q2. In each case the firm attracts a single customer and earns profit of $500 from each for a total profit of $1000.5. (Quantities sold must add up to capacity) We thus have two equations in two unknowns: 187.75. P2 = 425 – (1/2)(325) = 262.10 . and 3P1/3Q1 = . and 3P2/3Q2 = .22 a) Without bundling. Note that the marginal revenue in each segment is given by: MR1 = P1 + (3P1/3Q1)Q1 MR2 = P2 + (3P2/3Q2)Q2 We know: P1 = $4. When we have limited capacity we solve the following two equations: MR1 = MR2 2 187. 12. Copyright © 2008 John Wiley & Sons.Besanko & Braeutigam – Microeconomics. 3rd edition Solutions Manual 12.20 Q1 = 750 – 4P1 2 P1 = 187. P2 = $1. less profit than the $800 price.

Thus. At this price the firm will attract all three customers and earn $300 profit on each for a total profit of $900.23 a) b) 12. 3rd edition Solutions Manual b) With bundling.24 a) Using the inverse elasticity price rule. In order for the profit-maximizing bundle price to be $8. that x < 8. b) The optimal advertising-to-sales ratio can be found be equating Copyright © 2008 John Wiley & Sons. and one order of fries for PF = 3. it must be true that 8 + x < 2*8. if the firm charges $800 for airfare only. This is because while a) the demands are negatively correlated. then customer 1 will purchase hotel only. In order for the profit-maximizing price of fries to be greater than $3.11 . The firm should be able to do better with mixed bundling Because customer 1 has a willingness-to-pay for airfare below marginal cost and customer 3 has willingness-to-pay for hotel below marginal cost.P P " MC 1 !" P "3 P ! 1. $800 for hotel only. The firm could raise its price to $1000. or x > 6. we know that 6 " x < 8. the firm can potentially earn greater profits through mixed bundling. You should sell two burgers for PB = 5. and customer 3 will purchase airfare only. a key to increasing profit through bundling. b) customer 1 has a willingness-to-pay for airfare below marginal cost and customer 3 has a willingness-to-pay for hotel below marginal cost. Chapter 12 . This will earn the firm $1400 profit. implying that mixed bundling is the best option in this problem.5 MC The firm should set price at about 1. P " MC 1 !" P * Q. it must be true that x > 2*3. customer 2 will purchase the bundle.Besanko & Braeutigam – Microeconomics. and $1000 for the bundle. i.e. but then it would only attract one customer and total profit would be $400.5 times marginal cost. the best the firm can do is charge a price of $900 for the airfare and hotel. Total surplus is then PS + CS = (10 + 3) + (3 + 0) = 16. c) 12. Inc. In this problem. Notice that with bundling the firm cannot do as well as it could with mixed bundling.

A "4 .8 percent or 0. Copyright © 2008 John Wiley & Sons.P is the price elasticity of demand. A .5 A !" "3 PQ A ! 0. Chapter 12 . We also know that the price elasticity of demand of a typical firm is -4. advertising expense should be about 16 or 17 percent of sales revenue.072.A is the advertising elasticity of demand and *Q.167 PQ Thus. A * Q.12 .018 = ! " which implies *Q.018) = 0. 3rd edition Solutions Manual * A ! " Q.P where *Q.A = (4)(0.25 The condition for the ratio profit-maximizing advertising-to-sales ratio is: Advertising-to-sales ratio ! " * Q. We thus have: 0. * Q.018.Besanko & Braeutigam – Microeconomics. We know that the advertising-to-sales ratio of a typical producer of motor homes is 1. * Q.P PQ 0. Inc. 12.

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