Profit Maximization. PowerPoint Slides prepared by: Andreea CHIRITESCU Eastern Illinois University


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1 Profit Maximization PowerPoint Slides prepared by: Andreea CHIRITESCU Eastern Illinois University 1
2 The Nature and Behavior of Firms A firm An association of individuals Firms Who have organized themselves for the purpose of turning inputs into outputs All shapes and sizes Structure of their management Financial instruments 2
3 The Nature and Behavior of Firms Simple model of a firm Technology given by the production function, f(k, l) Inputs: labor (l) and capital (k) Run by an entrepreneur Makes all the decisions Receives all the profits and losses from the firm s operations Acts in his or her own selfinterest Maximize the firm s profits 3
4 The Nature and Behavior of Firms Complicating factors Management team Shareholders Owners Outsourcing Firms Are not individuals but can be much more complicated organizations Firm s objectives: profit maximization 4
5 Profit Maximization A profitmaximizing firm Chooses both its inputs and its outputs With the sole goal of achieving maximum economic profits Seeks to maximize the difference between total revenue and total economic costs Make decisions in a marginal way Examine the marginal profit obtainable from producing one more unit of hiring one additional laborer 5
6 Output Choice Total revenue for a firm, R(q) = p(q) q Economic costs incurred, C(q) In the production of q Economic profits, π The difference between total revenue and total costs π(q) = R(q) C(q) = p(q) q C(q) 6
7 Output Choice The necessary condition For choosing the level of q that maximizes profits Setting the derivative of the π function with respect to q equal to zero dπ dr dc = π '( q) = = 0 dq dq dq dr dq = dc dq 7
8 Output Choice Marginal revenue, MR The change in total revenue R resulting from a change in output q Marginal revenue = MR = dr/dq Profit maximization Maximize economic profits Choose output q* at which MR(q*)=MC(q*) dr dc MR = MC dq = dq = 8
9 MR = MC SecondOrder Conditions Is only a necessary condition for profit maximization For sufficiency, it is also required: 2 d π dπ q dq 2 q= q* '( ) = < 0 dq q= q* marginal profit must decrease at the optimal level of output, q* For q<q*, π (q) > 0 For q>q*, π (q) < 0 9
10 11.1 (a) Marginal Revenue Must Equal Marginal Cost for Profit Maximization Revenues, Costs C R q** q* Output per period Profits, defined as revenues (R) minus costs (C), reach a maximum when the slope of the revenue function (marginal revenue) is equal to the slope of the cost function (marginal cost). This equality is only a necessary condition for a maximum, as may be seen by comparing points q* (a true maximum) and q** (a local minimum), points at which marginal revenue equals marginal cost. 10
11 11.1 (b) Marginal Revenue Must Equal Marginal Cost for Profit Maximization Profits q* Output per period Losses Profits, defined as revenues (R) minus costs (C), reach a maximum when the slope of the revenue function (marginal revenue) is equal to the slope of the cost function (marginal cost). This equality is only a necessary condition for a maximum, as may be seen by comparing points q* (a true maximum) and q** (a local minimum), points at which marginal revenue equals marginal cost. 11
12 Marginal revenue Marginal Revenue Equals price  If a firm can sell all it wishes without having any effect on market price If a firm faces a downwardsloping demand curve More output can only be sold if the firm reduces the good s price dr d[ p( q) q] dp MR( q) = = = p + q dq dq dq 12
13 Marginal Revenue Marginal revenue  is a function of output If price does not change as quantity increases dp/dq = 0, MR = price The firm is a price taker If price decreases as quantity increases dp/dq < 0, MR < price 13
14 11.1 Marginal Revenue from a Linear Demand Function Demand curve for a sub sandwich is q = p Solving for price: p = q/ Total revenue: R = pq = q 2 / q Marginal revenue: MR = dr/dq = q/ MR < p for all values of q If the average and marginal costs are constant ($4) Profit maximizing quantity: MR = MC, so q*=30 Price = $7, and profits = $90 14
15 Marginal Revenue and Elasticity Marginal revenue Directly related to the elasticity of the demand curve facing the firm The price elasticity of demand Percentage change in quantity that results from a one percent change in price e q, p dq / q dq p = = dp / p dp q 15
16 Marginal Revenue and Elasticity This means that q dp q dp 1 MR = p + = p 1+ = p 1+ dq p dq e q, p If demand curve slopes downward e q,p < 0 and MR < p If demand is elastic: e q,p < 1 and MR > 0 If demand is infinitely elastic: e q,p =  and MR = p If demand is inelastic: e q, p > 1 and MR < 0 16
17 11.1 Relationship between Elasticity and Marginal Revenue 17
18 Price Marginal Cost Markup Maximize profits: MR = MC MC 1 = p 1 +, or e p MC p 1 1 = = e e q, p q, p q, p If demand is downward sloping and thus e q,p < 0 Formula for the percentage markup of price over marginal cost This demand facing the firm must be elastic, e q,p <1 The percentage markup over marginal cost will be higher the closer e q,p is to 1 18
19 Assume Average Revenue Curve That the firm must sell all its output at one price So, we can think of the demand curve facing the firm as its average revenue curve Shows the revenue per unit yielded by alternative output choices 19
20 Marginal Revenue Curve Marginal revenue curve Shows the extra revenue provided by the last unit sold Below the demand curve In the case of a downwardsloping demand curve 20
21 11.2 Market Demand Curve and Associated Marginal Revenue Curve Price p 1 D (average revenue) q 1 Quantity per period Because the demand curve is negatively sloped, the marginal revenue curve will fall below the demand ( average revenue ) curve. For output levels beyond q 1, MR is negative. At q 1, total revenues (p 1 q 1 ) are a maximum; beyond this point, additional increases in q cause total revenues to decrease because of the concomitant decreases in price. MR 21
22 Marginal Revenue Curve When the demand curve shifts The marginal revenue curve associated with it shifts as well A marginal revenue curve Cannot be calculated without referring to a specific demand curve 22
23 11.2 The Constant Elasticity Case Demand function of the form: q = ap b Has a constant price elasticity of demand = b Solving this equation for p, we get p = (1/a) 1/b q 1/b = kq 1/b where k = (1/a) 1/b Hence: R = pq = kq (1+b)/b And MR = dr/dq = [(1+b)/b]kq 1/b = [(1+b)/b]p This implies that MR is proportional to price 23
24 ShortRun Supply by a PriceTaking Firm Pricetaking firm Demand curve facing the firm is a horizontal line through P*=MR Profitmaximizing output level, q* P*= short run marginal costs And marginal cost is increasing At q*, profits are Positive if price > average costs Negative (loss) if price < average costs Zero if price = average costs 24
25 11.3 ShortRun Supply Curve for a PriceTaking Firm Market price SMC P** P* = MR SAC SAVC P*** P s q*** q* q** Quantity per period In the short run, a pricetaking firm will produce the level of output for which SMC =P. At P*, for example, the firm will produce q*. The SMC curve also shows what will be produced at other prices. For prices below SAVC, however, the firm will choose to produce no output. The heavy lines in the figure represent the firm s shortrun supply curve. 25
26 ShortRun Supply by a PriceTaking Firm Shortrun supply curve The positivelysloped portion of the shortrun marginal cost curve Above the point of minimum average variable cost It shows how much the firm will produce at every possible market price 26
27 ShortRun Supply by a PriceTaking Firm Firms will only operate in the short run As long as total revenue covers variable cost p > SAVC Firms will shutdown in the shortrun If p < SAVC Produce no output 27
28 11.3 ShortRun Supply Firm s shortrun total cost curve is SC(v,w,q,k) = vk 1 + wq 1/β k 1 α/β Where k 1 is the level of capital held constant in the short run Shortrun marginal cost is SC w SMC( v, w, q, k ) = = q k q β (1 β )/ β α / β 1 1 The pricetaking firm will maximize profit where p = SMC w (1 β )/ β α / β SMC = q k1 = P β 28
29 11.3 ShortRun Supply Quantity supplied will be β /(1 β ) w q = k P β α /(1 β ) β /(1 β ) 1 To find the firm s shutdown price, we need to solve for SAVC SVC = wq 1/β k 1 α/β SAVC = SVC/q = wq (1β)/β k 1 α/β SAVC < SMC for all values of β < 1 There is no price low enough that the firm will want to shut down 29
30 Profit Functions A firm s economic profit can be expressed as a function of inputs π = Pq  C(q) = Pf(k,l)  vk  wl Only k and l are under the firm s control P, v, and w  fixed parameters Profit function Shows its maximal profits as a function of the prices that the firm faces Π ( P, v, w) = max ( k, l) = max[ Pf ( k, l) vk wl] π k, l k, l 30
31 Properties of the Profit Function Homogeneity The profit function is homogeneous of degree one in all prices Nondecreasing in output price, P Nonincreasing in input prices, v, and w Convex in output prices P v w P v w 1 2 P P 1 2, v, w Π (,, ) + Π (,, ) + Π
32 Envelope Results Apply the envelope theorem To see how profits respond to changes in output and input prices Π( P, v, w) P Π( P, v, w) v Π( P, v, w) w = q( P, v, w) = k( P, v, w) = l( P, v, w) 32
33 Producer Surplus in the Short Run Profit function is nondecreasing in output prices If P 2 > P 1, Π(P 2, ) Π(P 1, ) The welfare gain to the firm of from the price change: welfare gain = Π(P 2, ) Π(P 1, ) 33
34 11.4 Changes in ShortRun Producer Surplus Measure Firm Profits Market price SMC P 2 A P 1 B P s C If price increases from P 1 to P 2, then the increase in the firm s profits is given by area P 2 ABP 1. At a price of P 1, the firm earns shortrun producer surplus given by area P s CBP 1. This measures the increase in shortrun profits for the firm when it produces q 1 rather than shutting down when price is P s or below. q 1 q 2 Quantity per period 34
35 Producer Surplus in the Short Run Welfare gain: welfare gain = Π( P,...) Π ( P,...) = Producer surplus 2 1 p Π = dp = p P P 2 2 P 1 1 q( P) dp The extra profits available from facing a price of P 1 P1 = Π 1 Π s = P producer surplus ( P,...) ( P,...) q( P) dp s 35
36 Producer Surplus in the Short Run Producer surplus The extra return that producers make by making transactions at the market price Over and above what they would earn if nothing were produced The area below the market price and above the supply curve 36
37 Producer Surplus in the Short Run At the shutdown price The firm produces no output, Π(P 0, )= vk 1 Profits = Fixed costs Producer surplus = current profits + shortrun fixed costs producer surplus = Π(P 1, ) Π(P 0, ) = = Π(P 1, ) (vk 1 ) = Π(P 1, ) + vk 1 = = P 1 q 1  wl 1 37
38 11.4 A ShortRun Profit Function Cobb Douglas production function, q=k α l β With k=k 1 in the shortrun To find the profit function Use the firstorder conditions for a maximum π w = = 0, = 1/ ( β 1) α β 1 β Pk1 l w so l α l β Pk1 with A = ( w / β Pk α 1 ) 1 β Π ( P, v, w, k ) = w p k vk β β /( β 1) 1/(1 β ) α /(1 β ) 1 β /( β 1)
39 Profit Maximization and Input Demand A firm s output Is determined by the amount of inputs it chooses to employ Relationship between inputs and outputs Summarized by the production function A firm s economic profit Can be expressed as a function of inputs π(k,l) = Pq C(q) = Pf(k,l) (vk + wl) 39
40 Profit Maximization and Input Demand The firstorder conditions for a maximum: π/ k = P[ f/ k] v = 0 π/ l = P[ f/ l] w = 0 Also imply cost minimization: RTS = w/v A profitmaximizing firm Should hire any input up to the point at which Its marginal contribution to revenues is equal to the marginal cost of hiring the input 40
41 Profit Maximization and Input Demand Marginal revenue product The extra revenue a firm receives When it uses one more unit of an input In the pricetaking case, MRP l = Pf l and MRP k = Pf k 41
42 Profit Maximization and Input Demand Secondorder conditions: π kk = f kk < 0 π ll = f ll < 0 π kk π ll  π kl2 = f kk f ll f kl2 > 0 Capital and labor must exhibit sufficiently diminishing marginal productivities so that marginal costs rise as output expands 42
43 Input Demand Functions Input demand functions Capital Demand = k(p,v,w) Are unconditional Labor Demand = l(p,v,w) They implicitly allow the firm to adjust its output to changing prices 43
44 We expect l/ w 0 SingleInput Case Diminishing marginal productivity of labor The first order condition for profit maximization was: Pf t w = F(l,w,p)= 0 Finding the derivative of an implicit function dl F / w w = = dw F l Pf / ll 0 44
45 TwoInput Case For the case of two (or more inputs), the story is more complex If there is a decrease in w, there will not only be a change in l but also a change in k as a new costminimizing combination of inputs is chosen When k changes, the entire f l function changes But, even in this case, l/ w 0 45
46 When w falls Substitution effect TwoInput Case If output is held constant, there will be a tendency for the firm to want to substitute l for k in the production process Output effect A change in w will shift the firm s expansion path The firm s cost curves will shift and a different output level will be chosen 46
47 11.5 The Substitution and Output Effects of a Decrease in the Price of a Factor k per period (a) The isoquant map Price (b) The output decision MC MC k 1 k 2 A B C q 2 P q 1 l 1 l 2 l per period q 1 q 2 Quantity per period When the price of labor falls, two analytically different effects come into play. One of these, the substitution effect, would cause more labor to be purchased if output were held constant. This is shown as a movement from point A to point B in (a). At point B, the costminimizing condition (RTS = w/v) is satisfied for the new, lower w. This change in w/v will also shift the firm s expansion path and its marginal cost curve. A normal situation might be for the MC curve to shift downward in response to a decrease in w as shown in (b). With this new curve (MC ) a higher level of output (q 2 ) will be chosen. Consequently, the hiring of labor will increase (to l 2 ), also from this output effect. 47
48 CrossPrice Effects How capital usage responds to a wage change No definite statement can be made A fall in the wage will lead the firm to substitute away from capital The output effect will cause more capital to be demanded as the firm expands production 48
49 Substitution and Output Effects When the price of an input falls Two effects cause the quantity demanded of that input to rise: 1. The substitution effect causes any given output level to be produced using more of the input 2. The fall in costs causes more of the good to be sold, thereby creating an additional output effect that increases demand for the input 49
50 Substitution and Output Effects Two concepts of demand for any input Conditional demand for labor, l c (v,w,q) Unconditional demand for labor, l(p,v,w) At the profitmaximizing level of output l(p,v,w) = l c (v,w,q) = l c (v,w, q(p,v,w)) 50
51 Substitution and Output Effects Differentiation with respect to w yields c l( P, v, w) l ( v, w, q) l ( v, w, q) q = + w w q w c substitution effect output effect total effect 51
52 11.5 Decomposing Input Demand into Substitution and Output Components Cobb Douglas function When one of the inputs is held fixed Features: q = f(k,l,g) = k 0.25 l 0.25 g Permits capital labor substitution 2. Exhibits increasing marginal costs Where k is capital input l is labor input g is the size of the factory, held constant at 16 52
53 11.5 Decomposing Input Demand into Substitution and Output Components Cobb Douglas function: q = 4 k 0.25 l 0.25 The factory can be rented at a cost of r per square meter per period Total cost function q v w C( v, w, r, q) = + 16r 8 Profit function Π ( P, v, w, r) = 2P v w 16r 53
54 11.5 Decomposing Input Demand into Substitution and Output Components Envelope results A change in the wage has a larger effect on total labor demand Than it does on contingent labor demand Because the exponent of w is more negative in the total demand equation c C q v w l ( v, w, r, q) = = w 16 Π l( P, v, w, r) = = P v w w
55 Boundaries of the firm Common features of alternative theories Property rights theory Transactions cost theory Factors: uncertainty, complexity, and specialization 55
56 x F Investments made by Fisher Body x G Investments made by GM S(x F,x G ) Property rights theory Total surplus generated by the transaction between Fisher Body and GM Bargaining: each firm receives half of the surplus The sum of both firm s profits 56
57 Property rights theory Efficient investment levels Maximize total surplus minus investment costs S(x F,x G )  x F  x G Firstorder conditions S x F S = = 1 x G 57
58 Property rights theory Objective function: 0.5 S(x F,x G )  x F Firstorder condition Investments by the firms (if they are two separete firms) 0.5 ( S/ x F )=1 and 0.5 ( S/ x G )=1 GM acquires Fisher Body They become one firm Objective function: 0.5 S(x F,x G )  x G Firstorder condition: S/ x G =1 58
59 Transactions cost theory h F Costly action undertaken by Fisher Body at the time of bargaining  increases its bargaining power at the expense of GM Haggling h G Costly action undertaken by GM at the time of bargaining  increases its bargaining power at the expense of Fisher Body Haggling 59
60 Bargaining shares Transactions cost theory α(h F,h G )  share accruing to Fisher Body 1  α(h F,h G )  share accruing to GM Where 0 < α < 1, increasing in h F and decreasing in h G Efficient levels of investment: x F * and x G * 60
61 Transactions cost theory Fisher Body s objective function Determining its equilibrium level of haggling α(h F,h G ) [S(x F *,x G *) x F *  x G *]h F Firstorder conditions α x F α x G * * * * [ S( xf, xg ) xf xg ] = 1 * * * * [ S( xf, xg ) xf xg ] = 1 61
or, put slightly differently, the profit maximizing condition is for marginal revenue to equal marginal cost:
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