Principles of Economics (12th Edition)
12th Edition
ISBN: 9780134078779
Author: Karl E. Case, Ray C. Fair, Sharon E. Oster
Publisher: PEARSON
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Chapter 7, Problem 3.3P
To determine
Decision making.
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Principles of Economics (12th Edition)
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- Suppose you manage a large company’s marketing department and are responsible for deciding whether or not to advertise in the Super Bowl. Your team of analysts estimate that for each advertisement, your firm would generate $6 million in additional revenue for the company. It cost $7 million to run a 30-second advertisement. Therefore, your company would expect to lose $1 million in profit for each advertisement. a) Explain why it could still be worthwhile to purchase an advertisement, even though you know in advance that your company would lose $1 million in profit? b)Depict this situation with a game theory payoff matrix. Your company (A) and a major competitor (B) have two potential strategies: to advertise or to not advertise during the Super Bowl. The payoffs in each cell represent the change in firm profits from advertising. Create payoffs in each cell such that the Nash equilibrium is that both firms advertise despite having a higher profit if neither firm advertised.arrow_forwardJim’s diner is just about to open in Memphis, Tennessee. However, Jim is trying to decide whether he wants to offer Coke or Pepsi soda products. He determines that, to offer either product, he will have to spend $1,800 in sunk costs to purchase and install the appropriate paraphernalia, e.g., a large Coca-Cola or Pepsi sign out front. Ultimately, he chooses to offer Coke products and agrees to pay Coke 5 cents per ounce of Coke sold for the right to use its product. After Jim makes the investments specific to his soda choice, Coke returns and asks for a fixed (one-time) fee in addition to the 5 cents per ounce. What is the most Jim should be willing to pay?arrow_forwardSuppose you are working as the CEO of an airline. One of your airline's wide-body aircraft operates in a two-class configuration with 500 economy seats and 200 business seats. On the routes the wide-body aircraft flies, the airline's marginal cost per passenger is $1,000 in economy and $1,500 in business. According to the airline's internal data, the willingness to pay (WTP) of leisure pax for economy travel is $2,000, while their WTP for business travel is $2,500. On the other hand, business pax' WTP for economy travel is $4,500, while their WTP for business travel is $10,000. Finally, airlines charge different fares for economy and business, and there are more pax with WTP's as specified above than the number of seats in each class. The maximum certified capacity for this widebody aircraft is 500 seats in economy, so the airline cannot increase the number of seats in this class any further. But if airlines deliberately degrade service in economy even further (e.g. by offering less…arrow_forward
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