ECON-1006EL Lecture Notes - Lecture 12: Average Variable Cost, Marginal Revenue, Marginal Cost

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In a perfectly competitive market all producers are price-taking. Microeco(cid:374)o(cid:373)ics notes for u(cid:374)it (cid:1005)(cid:1006) producers and all consumers are price-taking consumers- no one"s actions industry produces a standardized product or commodity goods tat can influence the market price. Consumers are normally price-takers, but producers often are not. In a perfectly competitive industry, all producers are price-takers. consumers regard as equivalent (perfect substitutes). For price- taking firms, marginal revenue is equal to price and its marginal revenue curve is a horizontal line at the market price. It chooses output according to the price-taking firm"s optimal output rule: produce the quantity at which price equals marginal cost. However, a firm that produces the optimal quantity may not be profitable. Atc-p: a firm is profitable if total revenue exceeds total cost or, equivalently, if the market price exceeds its breakeven price- minimum average total cost.

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