Maximizing Profit under Competition
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0:00 - 0:06♪ [music] ♪
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0:10 - 0:12- [Alex] We learned last time
that a firm -
0:12 - 0:15in a competitive market
doesn't have much control -
0:15 - 0:16over it's price.
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0:16 - 0:19It must accept the market price.
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0:19 - 0:23So its decision about profit
maximization turns into a decision -
0:23 - 0:26about what quantity to choose,
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0:26 - 0:29and that's what we're going
to be focusing on now. -
0:34 - 0:36So what is profit?
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0:36 - 0:39Profit is total revenue
minus total cost. -
0:39 - 0:42Total revenue is just price
times the quantity sold. -
0:42 - 0:45Total cost has two parts.
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0:45 - 0:47First are the fixed costs.
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0:47 - 0:51These are costs
that do not vary with output. -
0:51 - 0:54So, for example, suppose you
are the owner -
0:54 - 0:58of this small oil well
and you have to pay rent -
0:58 - 1:01for the land
on which the oil well sits. -
1:01 - 1:04Those rental costs --
you have to pay them -
1:04 - 1:08regardless of how much
the oil well is producing. -
1:08 - 1:11Every month you have to pay
some rental cost -
1:11 - 1:14whether you're producing
one barrel of oil per month, -
1:14 - 1:1810 barrels of oil per month,
11 barrels of oil per month. -
1:18 - 1:19It doesn't matter.
-
1:19 - 1:21You still have to pay
the same rental cost. -
1:21 - 1:25Indeed, even if you don't produce
any oil that month, -
1:25 - 1:28if your oil well breaks down,
you still have to pay -
1:28 - 1:29those rental costs.
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1:29 - 1:32So the rental costs
are fixed costs. -
1:32 - 1:34They don't vary
with the quantity produced. -
1:35 - 1:39By the way, notice
that even if you owned the land, -
1:39 - 1:42if you could have rented it
to someone else, -
1:42 - 1:45then that would be
an opportunity cost. -
1:45 - 1:50So your calculation of profit
should also include -
1:50 - 1:52opportunity costs.
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1:52 - 1:56That's what makes the economic
calculation of profit, by the way, -
1:56 - 1:59differ from the accounting
definition of profit. -
1:59 - 2:03The economic notion of profit
includes opportunity costs. -
2:03 - 2:04Okay, what else?
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2:05 - 2:07Well, variable costs --
these are the cost -
2:07 - 2:10that do vary with output.
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2:10 - 2:14So for example, the electricity cost
for pumping oil -- -
2:14 - 2:17the more oil you pump,
the faster you get your rig to go, -
2:17 - 2:21the more electricity
you're going to use up. -
2:21 - 2:23If you run it 24 hours a day,
you're going to use -
2:23 - 2:26more electricity
than if you only run the pump -
2:26 - 2:2712 hours a day.
-
2:27 - 2:30Transportation cost --
you got to go and get the oil, -
2:30 - 2:33truck it out of there,
move it and so forth. -
2:33 - 2:37So these costs are all costs
which vary with output, -
2:37 - 2:41which typically will increase
the more output that you produce. -
2:41 - 2:43Those are your variable costs.
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2:43 - 2:47So just to summarize on cost,
total cost is equal -
2:47 - 2:50to your fixed costs
plus your variable costs -
2:50 - 2:53and these depend upon output.
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2:54 - 2:56Okay, so how do we maximize profit?
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2:56 - 2:59Well, we're not going
to use calculus in this class, -
2:59 - 3:01but for those of you
who do know calculus, -
3:01 - 3:04I want to do a quick aside --
show you actually how useful -
3:04 - 3:06calculus is and show you
an easy way -
3:06 - 3:08of answering this problem.
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3:08 - 3:12So we know the profit
is total revenue minus total cost -
3:12 - 3:15and both of these are functions
of the quantity produced. -
3:15 - 3:18Now in calculus
how do we maximize a function? -
3:18 - 3:20Think back to your calculus class.
-
3:21 - 3:24You take the derivative
of that function -
3:24 - 3:27and you set it equal to zero.
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3:27 - 3:29So in this case,
we want to take the derivative -
3:29 - 3:31of profit with respect
to quantity and set that -
3:31 - 3:33equal to zero.
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3:33 - 3:35So derivative of profit
with respect to quantity -- -
3:35 - 3:38that's just the derivative
of total revenue -
3:38 - 3:43with respect to quantity
minus the derivative of total cost -
3:43 - 3:45with respect to quantity.
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3:45 - 3:46Now in economics,
we have special names -
3:46 - 3:48for these two derivatives.
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3:48 - 3:51The derivative of total revenue
with respect to quantity -
3:51 - 3:54is simply called marginal revenue.
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3:54 - 3:58And the derivative of total cost
with respect to quantity -
3:58 - 4:00is called marginal cost.
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4:00 - 4:03So we want to find the quantity
such that marginal revenue -
4:03 - 4:07minus marginal cost is zero,
or in other words, -
4:07 - 4:10we want to find the quantity
such that marginal revenue -
4:10 - 4:12is equal to marginal cost.
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4:12 - 4:16In other words, the quantity,
which maximizes profit, -
4:16 - 4:21is the one where marginal revenue
is equal to marginal cost. -
4:22 - 4:25Now I'm about to give you
a more intuitive explanation, -
4:25 - 4:28especially for those of you
who don't get no calculus, -
4:28 - 4:31but for those of you who do,
this is just exactly -
4:31 - 4:34what you were to do in calculus --
you take the derivative, -
4:34 - 4:35set it equal to zero.
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4:35 - 4:38Okay let's get to more intuition.
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4:38 - 4:41When the firm produces
an additional unit of output, -
4:41 - 4:45there are additional revenues
and additional costs. -
4:45 - 4:49Profit maximization
is all about comparing -
4:49 - 4:51these additional
revenues and costs, -
4:51 - 4:53and we have names for these.
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4:53 - 4:57Marginal revenue is the addition
to total revenue -
4:57 - 5:00from selling an additional
unit of output. -
5:00 - 5:05Marginal cost is the addition
to total cost from producing -
5:05 - 5:07an additional unit of output.
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5:07 - 5:11Profits are maximized at the level
of output where marginal revenue -
5:11 - 5:12is equal to marginal cost.
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5:12 - 5:14Now why is this?
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5:14 - 5:16Well, let's suppose
that marginal revenue -
5:16 - 5:19is not equal to marginal cost
and let’s show -
5:19 - 5:22that you can't be profit maximizing
if that's the case. -
5:22 - 5:26For example, if marginal revenue
is bigger than marginal cost, -
5:26 - 5:29you're not profit maximizing --
producing more -
5:29 - 5:31will add to your profit.
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5:31 - 5:36Why? Well, remember marginal
revenue is the addition -
5:36 - 5:39to revenue from producing
another unit. -
5:39 - 5:41Marginal cost
is the addition to cost -
5:41 - 5:43from producing another unit.
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5:43 - 5:46If marginal revenue is bigger
than marginal cost, -
5:46 - 5:50that says producing that unit
adds more to your revenues -
5:50 - 5:52than it does to your costs.
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5:52 - 5:55In other words,
you could increase profit -
5:55 - 5:56by producing more.
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5:56 - 5:59So if marginal revenue
is ever bigger -
5:59 - 6:02than marginal cost,
you want to produce more. -
6:03 - 6:05On the other hand,
suppose marginal revenue -
6:05 - 6:09is less than marginal cost,
or to put it the other way, -
6:09 - 6:13suppose marginal cost is bigger
than marginal revenue. -
6:13 - 6:16Well then, you're not
profit maximizing -
6:16 - 6:19because producing less
will add to your profit. -
6:20 - 6:21Why is this?
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6:21 - 6:24Well, think about marginal cost.
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6:24 - 6:30If you were to produce
one unit less your costs would fall -
6:30 - 6:34by marginal cost,
your revenues would also fall -
6:34 - 6:38by marginal revenue,
but since marginal cost is bigger -
6:38 - 6:42than marginal revenue,
your costs by producing -
6:42 - 6:46one unit less fall by more
than your revenues fall. -
6:46 - 6:50So if your costs are going down
by more than your revenues -
6:50 - 6:54are going down,
you're again increasing profit. -
6:54 - 6:58So if marginal revenue
is ever less than marginal cost, -
6:58 - 7:02you want to produce less --
you'll be increasing your profit -
7:02 - 7:04by producing less.
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7:04 - 7:08So, if marginal revenue
is bigger than marginal cost, -
7:08 - 7:10you're not profit maximizing.
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7:10 - 7:13If marginal revenue is less
than marginal cost -
7:13 - 7:15you're not profit maximizing.
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7:15 - 7:20You can only profit maximize
if marginal revenue -
7:20 - 7:22is equal to marginal cost.
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7:23 - 7:27Now let's put all this in a diagram
beginning with marginal revenue. -
7:27 - 7:29Now for a competitive firm,
this is going to be easy -
7:29 - 7:32because remember,
that a competitive firm -
7:32 - 7:36is small relative
to the total market. -
7:36 - 7:40That means it can double
its production easily -
7:40 - 7:43and not push down the market price.
-
7:43 - 7:46As a result,
for a competitive firm, -
7:46 - 7:49marginal revenue is equal
to the market price. -
7:49 - 7:54So for example, suppose the firm
is producing two units of output -
7:54 - 7:56and it decides to produce
a third unit, -
7:56 - 8:00what's the additional revenue
from that third unit? -
8:00 - 8:01It's the price.
-
8:01 - 8:03It's the price it gets
for that barrel of oil. -
8:03 - 8:06What about if it produces
a fourth barrel of oil? -
8:06 - 8:09What does it get?
What's the addition to revenue? -
8:09 - 8:11It's the price of a barrel of oil.
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8:11 - 8:12What about the fifth unit?
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8:12 - 8:17Again, the price is the addition
to revenue, is marginal revenue. -
8:18 - 8:21So, marginal revenue
for a competitive firm -
8:21 - 8:23is equal to the price
and it's flat -- -
8:23 - 8:26it doesn't change when the firm
changes its output -
8:26 - 8:29because the firm is small
relative to the market. -
8:29 - 8:31Now what about marginal cost?
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8:31 - 8:34Well, a typical shape
of a marginal cost curve -
8:34 - 8:36would be upward sloping like this.
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8:36 - 8:39Again, think about
our stripper oil well. -
8:39 - 8:43We can produce more
from that oil well, -
8:43 - 8:44but there's a limit.
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8:44 - 8:46We can only run it so quickly.
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8:46 - 8:50We have to push it really hard
when we start to produce more. -
8:50 - 8:54So we can easily produce,
you know, three, or four units, -
8:54 - 8:58but in order to produce six,
seven, eight, or nine barrels of oil -
8:58 - 9:00from that oil well,
we're going to have to run it -
9:00 - 9:02really quickly, we're going
to have to put in -
9:02 - 9:04a lot of electricity,
we're going to have to do -
9:04 - 9:06a lot of maintenance and so forth.
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9:06 - 9:10So our costs will tend to increase.
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9:10 - 9:14We can't produce
an unlimited amount of oil -
9:14 - 9:16at the same cost
from this oil well. -
9:16 - 9:20Our costs are going to go up,
are going to rise, -
9:20 - 9:23our additional costs
are going to rise -
9:23 - 9:25the more we want to produce
from that oil well. -
9:25 - 9:29So this is a typical shape
of a marginal cost curve. -
9:29 - 9:33Now, where's profit maximization?
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9:33 - 9:35Well, profit is maximized
where marginal revenue -
9:35 - 9:37is equal to marginal cost.
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9:37 - 9:39In this case,
for a competitive firm, -
9:39 - 9:41marginal revenue is equal to price.
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9:41 - 9:44So profit is maximized
where price is equal -
9:44 - 9:47to marginal cost
or at this point right here. -
9:48 - 9:50Now let's think
about that intuitively. -
9:51 - 9:56On the left hand side,
this is the additional revenues -
9:56 - 9:58from selling a barrel of oil.
-
9:58 - 10:01These are the additional costs
from selling a barrel of oil. -
10:01 - 10:05So you want to compare --
revenues bigger than costs, -
10:05 - 10:06therefore sell more.
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10:06 - 10:09Revenues bigger than costs,
therefore sell more. -
10:09 - 10:11Revenues bigger than costs.
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10:11 - 10:14You keep selling more
until you reach this point. -
10:14 - 10:16Do you want to go further? No.
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10:16 - 10:19Here, costs are bigger
than revenues. -
10:19 - 10:23So by selling less,
you can reduce your costs -
10:23 - 10:25by more than you'd reduce
your revenues -
10:25 - 10:28and therefore profit goes up
going this way -
10:28 - 10:31and that's why this point,
where marginal revenue -
10:31 - 10:35is equal to marginal cost,
or price is equal to marginal cost, -
10:35 - 10:38that's the point where profit
is maximized. -
10:38 - 10:41Now remember way back
in the first talk, -
10:41 - 10:44we wanted to explain
a firm’s behavior. -
10:44 - 10:49So let's look how maximizing profit
explains the firm’s behavior. -
10:49 - 10:52Suppose the market price
is $50 per barrel. -
10:52 - 10:55Well, then in order
to maximize profit, -
10:55 - 10:59the firm chooses the quantity --
in this case, -
10:59 - 11:02about eight barrels of oil --
such that marginal revenue -
11:02 - 11:04is equal to marginal cost,
bearing in mind -
11:04 - 11:08that for the competitive firm,
marginal revenue is equal to price. -
11:08 - 11:11So to profit maximize
the firm produces a quantity -
11:11 - 11:14of about eight barrels of oil.
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11:14 - 11:17Now suppose that the market price
goes up to $100. -
11:17 - 11:24Now in order to profit maximize,
the firm increases its production -
11:24 - 11:29along its marginal cost curve
keeping this relationship the same -
11:29 - 11:32so price is still equal
to marginal cost. -
11:32 - 11:36Price has gone up to 100,
but because the firm has expanded -
11:36 - 11:40along its marginal cost curve,
marginal cost has gone up as well. -
11:40 - 11:44So this again is the profit
maximizing point -
11:44 - 11:47when the price is equal to 100.
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11:47 - 11:50When the price is equal to 100,
the profit maximizing quantity -
11:50 - 11:53is just under 10 barrels of oil.
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11:53 - 11:58So profit maximization explains
what the firm does when the price, -
11:58 - 12:01when the market price, changes.
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12:01 - 12:05We now know how to find
the profit maximizing quantity -- -
12:05 - 12:07look for the quantity
where marginal revenue -
12:07 - 12:10is equal to marginal cost,
which is the same -
12:10 - 12:12for the competitive firm
where price is equal -
12:12 - 12:14to marginal cost.
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12:14 - 12:18Now we want to ask,
what is the size of the profit? -
12:18 - 12:19This raises a subtle point.
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12:19 - 12:23You can be maximizing profits
and actually have a loss. -
12:23 - 12:27That is, the best that you can do
might be a loss. -
12:27 - 12:31So we want to show on the diagram
how large your profits -
12:31 - 12:35or how large your losses are
when you are maximizing profits. -
12:36 - 12:37In order to do that,
we need to introduce -
12:37 - 12:40another concept
and another curve -- -
12:40 - 12:41average cost.
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12:41 - 12:45Average cost is simply
the cost per unit of output. -
12:45 - 12:47That is the total cost
divided by Q, -
12:47 - 12:49the quantity of the output.
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12:49 - 12:53So average cost again --
total cost divided by Q. -
12:53 - 12:56Adding the average cost curve
to our graph -
12:56 - 12:58will let us show profit
on the graph. -
12:58 - 13:00And that's what we want to do,
and that's what we'll do -
13:00 - 13:01in the next talk.
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13:01 - 13:03Thanks.
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13:03 - 13:05- [Narrator] If you want
to test yourself, -
13:05 - 13:07click, "Practice Questions,"
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13:07 - 13:11or if you're ready to move on,
just click, "Next Video." -
13:11 - 13:16♪ [music] ♪
- Title:
- Maximizing Profit under Competition
- Description:
-
A company in a competitive environment does not control prices. So the key to maximizing profit is choosing how much to produce. To do that, we need to factor in the costs involved in production. So what exactly are the costs? How do these costs influence how you maximize profit? And, remember, if you want to think like an economist, you must factor in opportunity cost!
In this video, we define profit, including how to calculate total revenue and total cost. We also go over fixed costs, variable costs, marginal revenue, and marginal cost
Microeconomics Course: http://mruniversity.com/courses/principles-economics-microeconomicsAsk a question about the video: http://mruniversity.com/courses/principles-economics-microeconomics/profit-maximization-marginal-cost-marginal-revenue#QandA
Next video: http://mruniversity.com/courses/principles-economics-microeconomics/profit-maximization-average-cost
- Video Language:
- English
- Team:
- Marginal Revolution University
- Project:
- Micro
- Duration:
- 13:16
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Martel Espiritu edited English subtitles for Maximizing Profit under Competition | ||
Martel Espiritu edited English subtitles for Maximizing Profit under Competition | ||
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MRU2 edited English subtitles for Maximizing Profit under Competition |