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How Markets Work

Elasticity and total revenue

  • 3 things to know
  • Papers 1 and 3

Overview

Recall questions on how a price change affects total revenue at different elasticities, and where revenue is maximised.

What you need to know

Answer each one before you reveal it.

Your recallNot started
Numbers

State the formula for total revenue.

Numbers

Calculate the total revenue when price = £24, quantity sold = 530 units.

Key term

What happens to total revenue when demand is unitary elastic and price changes?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    Explain why a price reduction increases total revenue when demand is price elastic.

    Model answer

    Because the percentage increase in quantity demanded exceeds the percentage fall in price, so the gain from extra sales outweighs the loss from lower price.

  2. 2

    Explain why a price increase leads to higher total revenue when demand is price inelastic.

    Model answer

    Because the percentage fall in quantity demanded is less than the percentage rise in price, so the gain from higher price outweighs the loss from fewer sales.

  3. 3

    What happens to total revenue when demand is unitary elastic and price changes?

    Model answer

    Total revenue remains unchanged.

  4. 4

    State the formula for total revenue.

    Model answer

    Total revenue equals price multiplied by quantity sold (TR = P × Q).

  5. 5

    What two variables are multiplied together to calculate total revenue?

    Model answer

    Price and quantity sold.

  6. 6

    Calculate the total revenue when price = £24, quantity sold = 530 units.

    Model answer

    Total revenue = 24 × 530 = £12,720.

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