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SPECIAL NOTE:
While most other texts present the theory of the firm in the context of pure competition, Hall
and Lieberman develop the theory first for a generic, imperfectly competitive firm. This has
two key advantages:
• First, students find the case of pure competition—with its horizontal demand curve—
unfamiliar and counterintuitive. It seems natural to them that a firm will have to lower
its price in order to sell more output, i.e., that the firm faces a downward-sloping
demand curve. Students have an easier time mastering the theory of profit
maximization when it is presented in the familiar world of imperfect competition,
rather than in the quirky world of pure competition.
• Second, by developing the full theory of the firm before pure competition, students can
more easily distinguish which aspects of the theory apply in all market structures (the
marginal approach to profit maximization, the shutdown rule for the short run, the exit
rule for the long run); and which apply only in pure competition (e.g., the horizontal
demand curve, the identity of marginal revenue and price, zero long-run profit, the
existence of a market supply curve, etc.).
MASTERY GOALS
84
Chapter 8 How Firms Make Decisions: Profit Maximization 85
Chapter 8 explains how a firm sets its price and output level in the short run under the
assumption that the firm’s goal is to maximize its economic profit. Economic profit is the
difference between a firm’s sales revenue and all of its costs of production, including implicit
costs. Since implicit costs are important in understanding the behavior of firms, economic
profit is used instead of accounting profit. Accounting profit is the difference between a firm’s
sales revenue and its accounting costs. Accounting costs generally do not include implicit
costs.
Firms face revenue and cost constraints. The demand curve facing a firm shows the maximum
price the firm can charge to sell any given amount of output. From the demand curve, we can
derive the firm’s total revenue for each quantity of output it might choose to produce.
Marginal revenue is the change in total revenue from producing one more unit of output. The
firm uses its production function, and the prices is must pay for its inputs, to determine the
least-cost method of producing any given output level. Therefore, for any level of output the
firm might want to produce, it must pay the cost of the “least-cost method” of production.
There are two approaches to finding a firm’s short-run profit-maximizing level of output. In
the total revenue and total cost approach, the firm calculates profit as the difference between
total revenue and total cost, and produces the quantity of output where profit is greatest. In the
marginal revenue and marginal cost approach, the firm maximizes profit when it sets marginal
revenue equal to marginal cost. These two approaches are demonstrated with tables and
graphs.
If a firm finds that, no matter what output level it chooses, it suffers an economic loss in the
short run, its goal changes to loss minimization. In the short run, a firm should operate—even
with a loss—as long as its total revenue is great enough to cover its total variable costs. It
should shut down if total revenue is less than total variable costs, and should be indifferent
between shutting down and producing if total revenue is equal to total variable costs. In the
long run, by contrast, a firm should exit the industry when it has any size loss.
The chapter ends with two real-world examples of firms that failed or succeeded—based on
their ability to use marginal revenue-marginal cost analysis to maximize profit.
DEFINITIONS
In order presented in chapter.
Economic profit: Total revenue minus all costs of production, explicit and implicit.
Demand curve facing the firm: A curve that indicates, for different prices, the quantity of
output that customers will purchase from a particular firm.
Total revenue: The total inflow of receipts from selling a given amount of output.
86 Instructor’s Manual for Economics: Principles and Applications, 6e
Loss: The difference between total cost (TC) and total revenues (TR) when TC>TR.
Marginal revenue: The change in total revenue from producing one more unit of output.
Marginal approach to profit: A firm maximizes its profit by taking any action that adds more
to its revenue than to its cost.
Shutdown rule: in the short run, the firm should continue to produce if total revenue exceeds
total variable costs; otherwise it should shut down.
TEACHING TIPS
1. Students often have questions about how long the short run lasts. Emphasize that the
short run lasts as long as some resource is fixed, and this will be different for different
firms. Ask them to come up with examples of different industries, identify the inputs
that would be fixed for the greatest length of time, and thereby determine how long it
would take for a firm in that industry to vary all its inputs. For example, it may take
just a few weeks for a moving company to increase or decrease the quantity of its
“most fixed” input (trucks), while it may take many months for an airline to do the
same.
2. Remind students that the one big question they should learn to answer in this chapter
is “How many units of output should a firm produce in the short run?” To answer this
question, they must learn how to interpret the relationships between TR and TC, and
TR and TVC. Fortunately, there are only five possible situations to remember that they
learned by following these steps:
Step 1. Check to see if TR ever exceeds TC. If it does, then produce the quantity of
output that maximizes the difference between TR and TC. Earn an economic profit.
Step 2. If TR never exceeds TC then check to see if TR ever equals TC. If it does, then
produce the quantity of output where TR and TC are equal. Earn zero economic profit
(which is positive accounting profit).
Step 3. If TR is always less than TC then (1) compare TR to TVC, as follows, to decide
how much output to produce in the short run, and (2) make plans to exit the industry.
a. Check to see if TR exceeds TVC. If so, produce the quantity of output that
maximizes the difference between TR and TVC. Earn an economic loss, but use TR
to cover all variable costs and some fixed costs. Operate under these conditions
until exit is possible.
b. If TR never exceeds TVC, check to see if TR ever equals TVC. If so, produce the
quantity of output where TR equals TVC. Earn an economic loss, but use TR to
cover all variable costs. Fixed costs must be covered out of the owners’ pockets.
Operate under these conditions until exit is possible.
Chapter 8 How Firms Make Decisions: Profit Maximization 87
c. If TR is always less than TVC, then produce 0 units of output in the short run. Earn
an economic loss. Incur no variable costs. Fixed costs must be covered out of the
owners’ pockets. Operate under these conditions until exit is possible.
3. The steps in Tip 2 can also be organized into a flow chart.
DISCUSSION STARTERS
1. Students frequently have problems understanding the logic behind the short-run
shutdown rule. They mistakenly think that a firm should operate with a loss as long as
TR exceeds TFC. Here is a useful counterexample: Provide the numbers for columns
1–4 for the following table. Have students complete columns 5–7, and use their
answers to demonstrate that, although this firm can cover its TFC at 8 or more units of
output, it does not minimize its losses at these levels. It minimizes losses by shutting
down in the short run, where the firm’s owners pay only $40 out of their pockets.
(1) (2) (3) (4) (5) (6) (7)
Quantity Price per TFC TVC TC TR Out-of-
of unit of Pocket
Output Output Losses
0 $5 $40 $0 $40 $0 –$40
1 5 40 50 90 5 –85
2 5 40 40 80 10 –70
3 5 40 30 70 15 –55
4 5 40 40 80 20 –60
5 5 40 50 90 25 –65
6 5 40 60 100 30 –70
7 5 40 70 110 35 –75
8 5 40 80 120 40 –80
9 5 40 90 130 45 –85
10 5 40 100 140 50 –90
PROBLEM SET
1. Explicit cost: $30 for gas, motel, lift tickets, and miscellaneous expenses
Implicit cost: $30 for Saturday wages
$30 for Sunday wages
Total cost: $90
2. a. Annual explicit costs:
cost of office equipment: $3,600
programmer’s salary: 25,000
heat and light: $50 12 = 600
total explicit costs: $29,200
88 Instructor’s Manual for Economics: Principles and Applications, 6e
5. Firm A
Quantity Total Marginal Total Marginal Total
Revenue Revenue Cost Cost Variable
Cost
0 0 $250 0
$125 $150
1 $125 $400 $150
$75 $100
2 $200 $500 $250
$25 $50
3 $225 $550 $300
–$25 $50
4 $200 $600 $350
–$75 $100
5 $125 $700 $450
In the short run, this firm should not produce since its marginal cost exceeds its
marginal revenue at all levels of output. ALTERNATIVELY, it should shut down
since total variable cost exceeds total revenue at EVERY level of output.
Firm B
Quantity Total Marginal Total Marginal Total
Revenue Revenue Cost Cost Variable
Cost
0 0 $500 0
$500 $200
1 $500 $700 $200
$300 $200
2 $800 $900 $400
$100 $200
3 $900 $1100 $600
–$100 $200
4 $800 $1300 $800
–$300 $200
5 $500 $1500 $1000
In the short run, the firm should produce 2 units of output, since its marginal revenue
exceeds its marginal cost as it moves from 0 to 1 and 1 to 2 units of output. When
output rises from 2 to 3 units, the marginal revenue of the 3rd unit ($100) is less than
the marginal cost of that unit ($200).
6. a. If the firm’s fixed costs are $3,000 per day, then its variable costs are $7,000 -
$3,000 = $4,000 per day. Since its total revenue is less than this amount, this firm
should shut down in the short run.
90 Instructor’s Manual for Economics: Principles and Applications, 6e
b. Since the firm is earning enough total revenue to cover these variable costs, it
should continue to operate in the short run.
7. a. Your foregone labor income and your foregone interest are implicit costs. The
other costs are all explicit costs.
b. It depends on the change in your electric bill, which presumably varies according
to usage. If your electric bill will increase by less than $800, then you should rent
out your restaurant to The Breakfast Club.
8. a. The tax hike does not affect Ned’s MC and MR curves.
b. Ned should continue to produce 5 beds in the short run.
9. a.
Output Total Marginal
Profit Profit
0 -$300
$250
1 -$50
$350
2 $300
$350
3 $650
$200
4 $850
$50
5 $900
-$100
6 $800
-$250
7 $550
-$400
8 $150
-$550
9 -$400
-$700
10 -$1,100
b. Because we can define marginal profit as MP = MR – MC., then the rule for
finding the profit-maximizing output in terms of marginal profit will say that the
firm should increase output whenever MP > 0 and decrease output when MP < 0.
Chapter 8 How Firms Make Decisions: Profit Maximization 91
10. a. When price falls from $450 to $400, quantity rises from 5 to 6 units per day.
%∆P = ($400 - $450) / $425 = -11.8%.
%∆Q = (6 – 5) / 5.5 = 18.2%.
ED = 18.2% / 11.8% = 1.54
When price falls from $400 to $350, quantity rises from 6 to 7 units per day.
%∆P = ($350 - $400) / $375 = -13.3%.
%∆Q = (7 – 6) / 6.5 = 15.4%.
ED = 15.4% / 13.3% = 1.16.
When price falls from $350to $300, quantity rises from 7 to 8 units per day.
%∆P = ($300 - $350) / $325 = -15.4%.
%∆Q = (8 – 7) / 7.5 = 13.3%.
ED = 13.3% / 15.4% = 0.86
b. In Table 1, Total revenue rises when output rises from 5 to 6, and from 6 to 7.
These are the output changes for which demand was found to be elastic (ED > 1) in
part a. When demand is elastic, a drop in price (and a rise in quantity) should
increase total revenue. So the rise in total revenue is consistent with the
elasticities.
Total revenue falls when output rises from 7 to 8. For this output change, demand
was found to be inelastic (ED < 1) in part a. When demand is inelastic, a drop in
price (and a rise in quantity) should decrease total revenue. So the behavior of
total revenue is once again consistent with the elasticities.
c. In Table 1, marginal revenue is positive when output rises from 5 to 6, and from 6
to 7. These are the output changes for which demand was found to be elastic (ED
> 1) in part a. When demand is elastic, a drop in price (and a rise in quantity)
should increase total revenue, which means marginal revenue should be positive.
So these values for marginal revenue are consistent with the elasticities.
Marginal revenue is negative when output rises from 7 to 8. For this output
change, demand was found to be inelastic (ED < 1) in part a. When demand is
inelastic, a drop in price (and a rise in quantity) should decrease total revenue,
which means marginal revenue should be negative. So the value of marginal
revenue is once again consistent with the elasticities.
11. a. Total revenue is $10 x 1,000 = $10,000 per year. Total explicit cost is $2,400 per
year. So accounting profit = Total revenue – explicit costs = $10,000 - $2,400 =
$7,600.
b. The $80,000 spent to develop the app is a sunk cost, and not an ongoing cost to the
business. However, the $1,000,000 they could get if they sold the patent creates an
ongoing cost to the business: This money could be invested at 5% per year, giving
them $50,000 in interest. Thus, by continuing to run the business, they forego
interest of $50,000 per year – an implicit cost. Adding this implicit cost to the
explicit cost of the server, total cost = $52,400. Economic profit = Total Revenue
– Total Cost = $10,000 - $52,400 = -$42,400, or a loss of $42,400 per year.
92 Instructor’s Manual for Economics: Principles and Applications, 6e
c. The marginal cost of selling another download is zero, because they pay a flat fee
for their server regardless of how many downloads they sell, and there are no
variable costs for selling an app (at least, none that are mentioned in the problem).
d. In the short run, they should keep operating. The problem tells us that it would
take more than a few months to sell the patent, so they cannot escape the fixed cost
of the foregone interest during this time. And in this problem, there are no variable
inputs, so TVC = 0. Therefore, TR > TVC at their current (p-profit maximizing or
loss minimizing) output level, and the firm should stay open.
e. In the long run, there are no fixed costs (the patent can be sold and the foregone
interest no longer sacrificed). So they should sell the business and exit, because
economic profit is negative (the firm is suffering a loss).
f. If demand is elastic, lowering the price would cause total revenue to increase.
Total cost will not change (because there are no variable costs, more downloads do
not affect costs). With total revenue increasing, and total cost unchanged, profit
will rise. So if demand is elastic over the stated range, $10 would not be the profit
maximizing price. They should lower the price to increase profit. (In fact, they
should lowering the price at least down to $5, because demand is elastic down to
$5. We don’t know if demand remains elastic at prices lower than $5, so can’t say
exactly how low the price should go.)
12. a. Over the short run (a few months), the bakery’s TFC = $4,000 per month, and its
TVC = $1 x 5,000 = $5,000 per month, so TC = TFC + TVC = $4,000 + $5,000 =
$9,000. The bakery’s total revenue is $1.50 x 5,000 = $7,500 per month. So
monthly profit = TR – TC = $7,500 - $9,000 = -$1,500 (a monthly loss of $1,500).
b. Over the short run (for the next few months), the bakery should keep operating,
because TR of $7,5000 is greater than TVC of $5,000. Staying open gives the
bakery an operating profit, and helps it pay its fixed costs.
c. If the bakery’s current plant is also its least cost plant, it will not be able to reduce
costs in the long run. Since it will be suffering a long-run loss, it should exit the
industry in the long run (i.e., after a year has passed and its lease runs out).
MORE CHALLENGING
13. a. The new MR curve will be flat.
b. Each MR figure will now be $275.
c. Ned should now sell 6 beds.
Chapter 8 How Firms Make Decisions: Profit Maximization 93
14. To answer this question, we need to compare the marginal revenue and marginal cost
of the action. Marginal cost can be computed from average total cost by first
computing total cost.
Unit ATC TC MC
74 $10,000 $740,000
$160,000
75 $12,000 $900,000
$164,000
76 $14,000 $1,064,000
The marginal cost for the 76th unit is $164,000. Marginal revenue of the 76th unit is
what Backus Electronics is offering to pay for it, or $150,000. Howell should not
accept the offer since marginal cost exceeds marginal revenue.
EXPERIENTIAL EXERCISE
Use The Wall Street Journal to find an example of the principal-agent problem. In your
example, who is the agent and who is the principal? Is there evidence that the agent’s interests
conflict with the principal’s and that the agent has the ability to pursue his or her interests?
How can this problem be resolved?
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The Harpy Eagle.
Owls and Eagles.
CHAPTER I.
introduction.
CHAPTER II.
About my Birth.—The Death of my Parents.—My first Journey.—My
Wonder at seeing the Country.—Lambs.—I find out where
Milk comes from.—Reflections and good Advice.
I was born in the city of New York, in the year 1790. My parents
were both English people. At first, they were in poor circumstances,
but my father became a merchant, and acquired some property. He
died, however, in the midst of success; and in a few months after my
mother followed. I was thus left an orphan, at the age of six years,
but with a fortune of about ten thousand dollars.
My mother had a brother living in the small town of Salem,
situated upon the eastern border of the State of New York, and
touching the line of Connecticut. He kept a tavern; and, as it was
upon the great road that was then the route between Boston and
New York, he had a good situation and a thriving business.
To the care of this uncle I was committed by my mother’s will, and
immediately after her death I was taken to my uncle’s residence. I
had never been out of the city of New York, and had never seen the
country. I had supposed the world one great city, and never fancied
that there were hills, and forests, and rivers, and fields without any
houses. I still remember my journey from New York to Salem very
well. I remember that the sight of so many new things, put the
recollection of my father and my mother out of my mind, and
banished the sorrow I had felt at seeing my parents laid into the
coffin, and carried away, to return to me no more. I was delighted at
everything I met, and particularly remember some lambs that I saw
playing on a hill-side. They were scampering about, jumping from
rock to rock, and chasing each other at full speed. I had never seen
a lamb before, and I thought these the prettiest creatures that were
ever made. I have since seen lions and tigers, and many other
strange creatures; but I have never met with any animal, that excited
in me half the admiration that I felt when I saw those little lambs.
I suppose some of my young friends in the country will laugh at
what I am now going to tell them; but it is nevertheless true. As I was
going from New York to Salem, we stopped one night at a small inn.
When we arrived at this place, the sun was an hour high, and I had
some time to play about the house. As I was running around,
peeping at every new and strange thing, I saw some cows in the
barn-yard. I had seen cows before, but still I went up to the gate and
looked through, and there I saw a woman, sitting upon a little stool,
and milking one of the cows. Now I had never seen a cow milked
before, nor, indeed, did I know where milk came from. I had not
thought about it at all. If I had been asked the question, I should
probably have said, that we got milk as we do water, by pumping it
from the cistern, or drawing it out of the well.
I looked at the woman for some time, wondering what she could
be about. When she had done, she came out of the yard, and I saw
that her pail was full of milk. “What is that that you have got?” said I.
“It is milk,” said the woman. “Where did you get it?” said I. “I got it
from the cow, you little simpleton!” said the woman; and then she
went into the house.
I did not like to be called a simpleton, for I had come all the way
from the great city of New York, and supposed that I knew
everything. I soon found, however, that I was ignorant of many useful
things that children of my age in the country were well acquainted
with.
The little incident, however, that I have just related, was not
without its use to me. It set me thinking about other things, and I
began to ask questions about every article of food and dress,—
where they came from, and how they were made; and, in this way, I
obtained a great deal of knowledge. I would recommend it to my
young readers to follow my example in this respect. They will find it
very amusing to study into these matters. Let them one day inquire
about hats, what they are made of, where the materials come from,
how they are obtained, and how they are wrought into hats. Another
day, let them take up the subject of coats, and learn all about the
cloth, the buckram, silk, twist, and buttons, that are used in making
them. So let them go through with dress; and then they may inquire
about bread, and other articles of food; and then they may learn all
about the furniture in the house. From this subject, they may go on
and learn how houses are built. I can assure my young readers, that,
in this way, they may spend their time very pleasantly, and become
well acquainted with all those useful things with which we are
surrounded. If I had done this before I went to Salem, I should have
known where milk came from, and not been called simpleton by a
milkmaid.
CHAPTER III.
Wise Observations.—Story of the Hat.
CHAPTER IV.
Arrival at my Uncle’s.—The Village.—Bill Keeler.—My first Day at
School.—Trouble.
I must now return to the story of myself. The morning after I left
the little tavern where I discovered how milk was obtained, we
proceeded on our journey, and at evening arrived at my uncle’s
house. It was an old-fashioned building, painted red, with a large
sign swinging in front, upon one side of which was the picture of a
stout barn-yard cock, and on the other side was the head of a bull.
So my uncle’s tavern went by the name of the “Cock and Bull.”
I soon became acquainted with the family, and in a few weeks
was quite familiar with the main street and all the by-lanes in the
village. My uncle had no children, but there was living with him a boy
about ten years old, by the name of Bill Keeler. He became my
principal companion, and, being a very knowing sort of lad, gave me
an insight into many things, which I could not otherwise have
understood.
After I had been at my uncle’s about six months, it was concluded
to send me to school. I was now seven years of age, but, strange as
it may seem to boys and girls of the present day, I did not know my
letters, and, what is more remarkable, I had a great dislike to the
idea of going to school. I believe it is the case that all people who
grow up ignorant acquire a settled dislike to learning and learned
people. As an owl can see best in the dark, because the light seems
to put his eyes out, so ignorant people love ignorance and darkness,
because truth and knowledge offend and distress them. I mention
these things as a warning to my reader against growing up in
ignorance, and thereby becoming a lover of darkness, rather than
light.
Well, I went to school for the first time, and I remember all about it
to this day. The schoolhouse was situated in a large space, where
four roads met. It was a bleak and desolate hill-side, partly covered
with heaps of stones, thrown out of the path, or gathered from the
neighboring fields. There were a few groups of tangled briers and
stunted huckleberry bushes amid these heaps of stones. On the
lower side of the hill, there was an old gnarled oak growing out of a
heap of splintered rocks, at the foot of which there bubbled forth a
small stream of pure water. This fountain went by the pretty name of
“Silver Spring.”
Bill Keeler led me into the school, which was then kept by
Mistress Sally St. John. She looked at me through her spectacles,
and over her spectacles, and then patted me on the head, told me I
was a good boy, and sent me to a seat. In about an hour I was called
up, the spelling-book opened, and the alphabet being placed before
me, the mistress pointed to the first letter, and asked me what it was.
I looked at the letter very carefully, and then gazed in the face of
Mistress St. John, but said nothing. “What’s that?” said she,
peremptorily, still pointing to the first letter of the alphabet. Now I
hadn’t been used to being scolded, and therefore felt a little angry at
the manner in which the school-mistress addressed me. Beside, at
that moment I saw Bill Keeler at the other end of the room, looking at
me with a saucy twinkle in his eye, which made me still more angry.
“What’s that?” again said the school-mistress, still sharper than
before. It was time for me to do something. “I’ll not tell you!” said I.
“Why not?” said the school-mistress, greatly amazed at my conduct.
“Because I didn’t come here to teach you your letters; but I came
here to learn them.”
The school-mistress shut up her book. Bill Keeler rolled up his
eyes, and made his mouth into a round O. “Go to your seat!” said the
school-mistress. I turned to go. “Stop!” said the school-mistress,
fetching me a slap on the side of the head; at the same moment she
opened the book, and again presented the alphabet to my view.
“Look, there!” said she, pointing with her finger to the top letter; “do
you see that?” I answered, “Yes.” “Well, that’s A,” said she. “That’s
A?” said I, doubtingly. “Yes,” said the mistress sharply. “I don’t
believe it!” said I. “Why don’t you believe it?” said she. “Because I
never heard of it before,” I replied. “Go to your seat!” said the school-
mistress; and away I went.
Such was my first day’s schooling. In the evening, Mistress St.
John called upon my uncle, and told him I was the most stupid
creature she ever saw, and very ill-mannered beside; and she hoped
I would by no means be permitted to come again to her school. My
uncle was greatly offended, not with me, but with the school-
mistress. He declared I should not go near her again; and, for more
than a year, I was permitted to amuse myself in my own way. I was
greatly pleased with all this at the time, but I have since often
thought how severely I was punished for my ill behavior at school.
For more than a year, I was left to run about in idleness, getting bad
habits, and losing the precious time that should have been devoted
to the acquisition of knowledge. Thus it always happens, that, soon
or late, we are made to suffer for our misconduct.
(To be continued.)
Swallows.