1. Managerial Economics & Business Strategy
Chapter 8
Managing in Competitive, Monopolistic, and Monopolistically Competitive Markets

2. Optimal Advertising Decisions
Advertising is one way for firms with market power to differentiate their products.
But, how much should a firm spend on advertising?
Advertise to the point where the additional revenue generated from advertising equals the additional cost of advertising.
profit-maximizing level of advertising occurs where the advertising-to-sales ratio equals the ratio of the advertising elasticity of demand to the own-price elasticity of demand.

3. Can we do it??
Number 8
The elasticity of demand for a firm’s product is -2 and its advertising elasticity of demand is 0.1.
Determine the firm’s optimal advertising-to-sales ratio
If the firm’s revenues are $50,000, what is the profit-maximizing level of advertising?

5. Maximizing Profits: A Synthesizing Example
C(Q) = Q2
Determine the profit-maximizing output and price, and discuss its implications, if
You are a price taker and other firms charge $40 per unit;
You are a monopolist and the inverse demand for your product is P = Q;
You are a monopolistically competitive firm and the inverse demand for your brand is P = 100 – Q.

6. Marginal Cost C(Q) = 125 + 4Q2, So MC = 8Q.
This is independent of market structure.

7. Price Taker MR = P = $40. Set MR = MC. Cost of producing 5 units.
40 = 8Q.
Q = 5 units.
Cost of producing 5 units.
C(Q) = Q2 = = $225.
Revenues:
PQ = (40)(5) = $200.
Maximum profits of -$25.
Implications: Expect exit in the long-run.

8. Monopoly/Monopolistic Competition
MR = Q (since P = Q).
Set MR = MC, or Q = 8Q.
Optimal output: Q = 10.
Optimal price: P = (10) = $90.
Maximal profits:
PQ - C(Q) = (90)(10) -( (100)) = $375.
Implications
Monopolist will not face entry (unless patent or other entry barriers are eliminated).
Monopolistically competitive firm should expect other firms to clone, so profits will decline over time.

9. In Summary…
Firms operating in a perfectly competitive market take the market price as given.
Produce output where P = MC.
Firms may earn profits or losses in the short run.
… but, in the long run, entry or exit forces profits to zero.
A monopoly firm, in contrast, can earn persistent profits provided that source of monopoly power is not eliminated.
A monopolistically competitive firm can earn profits in the short run, but entry by competing brands will erode these profits over time.

10. Chapter 8 Homework
Numbers 1, 5, 10, and 13

11. How does all this relate to my other business classes???
Chapter 8 Appendix
How does all this relate to my other business classes??? 2

12. Show me the money
Basic financial statements learned in BE 140 shows a company
Where the money came from
Where the money went
Where the money is now
Focus on three main financial statements
Balance sheet
Income statement
Cash flow statement
All of this information WE have been using in our theory, graphs, and problems

13. What were those financial statements?
Income Statement
Balance Sheet
Statement of Cash Flows
Three primary financial statements.
We will use a corporation to describe these statements.

14. What were those financial statements?
Income Statement
Balance Sheet
Statement of Cash Flows
Describes where the enterprise stands at a specific date.

15. What were those financial statements?
Income Statement
Balance Sheet
Statement of Cash Flows
Depicts the revenue and expenses for a designated period of time.

16. What were those financial statements?
Revenues result in positive cash flow.
Expenses result in negative cash flow.
Either in the past, present, or future.

17. What were those financial statements?
Income Statement
Balance Sheet
Statement of Cash Flows
Net income (or net loss) is simply the difference between revenues and expenses.

18. What were those financial statements?
Income Statement
Balance Sheet
Statement of Cash Flows
Depicts the ways cash has changed during a designated period of time.

19. For our purpose…the income statement is where the money is!!
Years ago…called Profit or Loss statement
“Sexy” portion of the financial statement
Includes things such as  revenue, net income, earnings per share
Shows
How much money a company brought in  Revenue
How much money the company spent  Costs
The difference between the two  Profit or Loss

20. 3

21. Terms of importance Revenue Cost of Goods Sold (COGS) Gross Profit
Proceeds that come from the sale of the product to consumers
Cost of Goods Sold (COGS)
Cost of production to make the good
Gross Profit
Revenue – COGS
Operating Expenses
Administration and marketing expenses not directly connected to the cost of “producing” the product