第16章__垄断竞争.pptVIP

广告 广告 广告的简单法则 当需求的广告弹性较大时（即需求对广告很敏感），或需求缺乏价格弹性时，厂商应该加大广告费的支出。 练习 假设一厂商产生销售收益每年1000000美元，只用10000美元(收益的1%)做广告。厂商知道它需求的广告弹性为0.2。厂商也知道对它产品的需求的价格弹性为-4。问题厂商应该增加它的广告预算吗？大概增加多少？ 思考： 广告弹性的大小顺序 便利店，超市，品牌衣服，洗涤剂 答案 0.2/4=0.05，即广告支出费用因为50000 思考 单 项 选 择 * For monopolistic competition, free entry/exit drives profits to zero in the long run. In contrast, barriers to entry prevent the monopolist’s profits from being driven to zero. A monopoly is the sole seller of a product with no close substitutes. In contrast, the monopolistic competitor sells a product with many close substitutes. As a result, demand for the monopolist’s product is less elastic than demand for the monopolistic competitor’s product. * * The graphical analysis of the monopolistically competitive firm’s output, price, and profits/losses is very similar to that of the monopoly firm. One subtle difference is that the demand curve (and MR curve) facing the monopolistically competitive firm is likely to be flatter than the demand curve facing the monopolist, as the monopolistic competitor faces competition from other firms selling similar products. * * * The level of output that minimizes ATC is greater than the output that maximizes the monopolistic competitor’s profits. Hence, we say the monopolistic competitor operates with excess capacity. (More on this topic on the next slide.) * Due to the markup of price over marginal cost, the market output under monopolistic competition will be smaller than the socially efficient output, as we discuss on the following slide. * The problem facing policymakers here is similar to the problem arising from natural monopoly: With natural monopoly, ATC is always falling, so MC is below ATC. If regulators force a natural monopoly to price at marginal cost, it will incur losses. * One of these externalities is positive, the other is negative. It’s not clear which one is bigger, and it may in fact differ by industry. * This section of the textbook has a nice FY