罗伯特·S.平狄克-微观经济学（第九版）PindyckPPT_Ch.11.pptxVIP

MICROECONOMICSby Robert S. Pindyck Daniel RubinfeldNinth EditionCopyright ? 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved Chapter 11Pricing with Market PowerLIST OF EXAMPLES1.1 Capturing Consumer Surplus1.2 Price Discrimination1.3 Intertemporal Price Discrimination and Peak-Load Pricing1.4 The Two-Part Tariff1.5 Bundling1.6 Advertising Appendix: The Vertically Integrated Firm.LIST OF EXAMPLES1.1 The Economics of Coupons and Rebates1.2 Airline Fares1.3 How to Price a Best-Selling Novel1.4 Pricing Cellular Phone Service1.5 The Complete Dinner versus à la Carte: A Restaurant’s Pricing Problem1.6 Advertising in Practice 11.1 Capturing Consumer SurplusFIGURE 11.1CAPTURING CONSUMER SURPLUSIf a firm can charge only one price for all its customers, that price will be P* and the quantity produced will be Q*. Ideally, the firm would like to charge a higher price to consumers willing to pay more than P*, thereby capturing some of the consumer surplus under region A of the demand curve. The firm would also like to sell to consumers willing to pay prices lower than P*, but only if doing so does not entail lowering the price to other consumers. In that way, the firm could also capture some of the surplus under region B of the demand curve. 11.2 Price Discrimination (1 of 8)price discrimination Practice of charging different prices to different consumers for similar goods.First-Degree Price Discriminationreservation price Maximum price that a customer is willing to pay for a good.first degree price discrimination Practice of charging each customer her reservation price.variable profit Sum of profits on each incremental unit produced by a firm; i.e., profit ignoring fixed costs. 11.2 Price Discrimination (2 of 8)FIGURE 11.2ADDITIONAL PROFIT FROM PERFECT FIRST-DEGREE PRICE DISCRIMINATIONBecause the firm charges each consumer her reservation price, it is profitable to expand output to Q**. When only a single price, P*, is charged, the firm’s variable profit is the area