1. Revenue

2. Revenue  Revenue is the money received from the sale of goods and services.

3. World’s biggest firms based on revenue - 2014.  1. Wal Mart  2. Sinopec  3. China National Petroleum Corporation  4. Shell  5. Exxon Mobil  6. BP

4. Walmart’s revenue…  Greater than the GDP of Nigeria, Portugal or Israel.  If the largest firms’ revenue was compared to countries GDP, 49 of the biggest country/firms would be firms, not countries.

5. Five biggest Swiss firms (2012)

6. Five biggest Swiss firms  1. Glencore  2. Nestle  3. Novartis  4. Zurich Insurance  5. Roche

7. Revenue  Average Revenue: Total revenue divided by sales  Marginal Revenue: The money from selling one extra unit of output.

8.  If price is constant, average revenue will be the same as marginal revenue.

9. Swiss Farmers  There are about 7,000 milk farmers in Switzerland.

10.  Since the beginning of 2009, the price of milk in Switzerland has fallen by an average of 30 per cent. Swiss farmers currently earn SFr0.55 ($0.58) for each litre of milk produced - half the amount of ten years ago.

11. Farmer selling milk to a dairy  If he sells 4,000 litres of milk – what is his average revenue, marginal revenue and total revenue?

12. Average Revenue = Marginal Revenue

13.  $2,358.11  Cocoa beans, US$ per metric tonne  Monday, April 29, 2013

14. Number of tonnes Average Revenue Marginal Revenue Total Revenue 1 2 3 4 5 6 7

15. Number of tonnes Average Revenue Marginal Revenue Total Revenue 1$2,358.11 2 $4,716.22 3$2,358.11 $7,074.33 4$2,358.11 $9,432.44 5$2,358.11 $11,318.93 6$2,358.11 $14,148.66 7$2,358.11 $16,506.77

16. BMW 6 Series

18. Number of carsAverage Revenue Marginal Revenue Total Revenue 1 2 3 4 5 6 7

19. Number of carsAverage Revenue Marginal Revenue Total Revenue 1120,000110,000120,000 2110,000100,000220,000 3100,00090,000300,000 490,00080,000360,000 580,00070,000400,000 670,00060,000420,000 760,00050,000420,000 850,00040,000400,000 940,00030,000360,000 1030,000300,000

20. Total revenue curve  How does this total revenue curve make sense?

21.  €13 a ticket.

22. Average Revenue, Marginal Revenue when price is not constant.  If the price is not constant, the average revenue and marginal revenues are not equal.

23.  Instead of a milk farmer, consider an airline selling tickets on a flight from New York to London. They can sell some tickets for $600, but others they will have to be happy to sell for maybe $300.

24.  An Irish potato farmer increases output.  A Justin Bieber concert promoter changes venue for a Bieber concert from a 10,000 capacity venue to a 20,000 capacity venue.  Explain, with the aid of diagrams, how this might have different impacts on the two firms’ total revenues.

25.  In the case of the airline selling tickets, the average and marginal revenues will be very different.

26. Average Revenue, Marginal Revenue when price is not constant.

27.  A firm switches from Profit Maximisation

28. Profit  Profit is the difference between revenue and costs.

29.  At 1000 units, Firm ABC is covering all its ATC (including the entrepreneur’s return). Therefore, it will stay in the business.

30. Normal Profit  Normal profit is the minimum level of profit needed so that a firm will remain in the market.

31.  Normal profit occurs at the point at which the resources available to the firm are being efficiently used and could not be put to better use elsewhere.

32. Normal Profit  Imagine you invest $100,000 in a business. At the end of the business year, you make a `profit` of $5,000.  Accountants consider that a profit.  However, economists have to consider the opportunity cost. What if you could have made 6% interest on the $100,000?  You are not making normal profit, so economic theory would predict you would not continue in business.

33. Normal Profit  The profit that the firm could make by using its resources in the next best use. Normal profit is an economic cost.  Profits above this tend to stimulate entry to the market, profits below tend to persuade firms to leave the industry.

34. Profit  The profit maximising point is where marginal revenue equals marginal cost.

35. Marginal Revenue and Marginal Cost

36.  In this market, average revenue is equal to marginal revenue. So it is milk, not airline tickets.  Between O and N, the firm is making a loss.  Beyond M, the marginal cost is higher than the marginal revenue, so there is no point in producing beyond that point. So a profit maximising firm will produce at point E.

37.  Abnormal (or supernormal or economic) profit – the profit over and above normal profit.