ECON 100A Chapter 11: Ch 11 & 15

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20 Nov 2016
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Capturing consumer surplus and transferring it to the producer. Charging different prices to different customers: according to where customers are along demand curve, single price is not effective. Price discrimination: practice of charging different prices to different consumers for similar goods. Capture consumer surplus from some customers while sell profitably to some potential customers. First-degree price discrimination: practice of charging each customer her reservation price. Incremental profit = marginal revenue less the marginal cost lowest for the first unit. Reservation price: maximum price that customer is willing to pay for a good. Variable profit: sum of profits on each incremental unit produced by firm. Consumer surplus: area between average revenue curve and price that customers pay. Additional profit from producing and selling incremental unit is now the difference between demand and marginal cost. Impractical to charge each and every customer different price: firm usually does not know the reservation price of each customer.

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