ECO100Y5 Lecture Notes - Lecture 5: Price Discrimination, Average Variable Cost, Marginal Revenue
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Monopolist: a firm that is the only seller in the market. Monopolist"s demand curve is the market demand curve for that product. Their demand curve is a negatively sloped demand curve. In order for a monopoly to increase sales, they have to reduce the price. Average revenue is the demand curve of the monopoly. Marginal revenue is less than price because the price must be reduced on all units in order to sell an additional unit. The mr curve is below the demand curve. Marginal revenue is positive when demand is elastic, and negative when demand is inelastic. The monopolist will operate in the elastic portion of the demand curve. Rule 1: the firm shouldn"t produce at all unless price (average revenue) exceeds average variable cost. Rule 2: if the firm does produce, it should produce a level of output such that marginal revenue = marginal cost.