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Revenues, Costs and Profits

Revenue, elasticity and the revenue-maximising output

  • 3 things to know
  • Papers 1 and 3

Overview

Recall questions on how elasticity decides the effect of a price change on revenue, and on why MR is zero at the revenue-maximising output.

What you need to know

Answer each one before you reveal it.

Your recallNot started
Key term

Explain why total revenue stays constant when demand is unit elastic.

Numbers

Calculate the price elasticity of demand when percentage change in quantity demanded = +30 %, percentage change in price = -45 %.

Key term

What happens to total revenue when a firm decreases its price and demand is price elastic?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What happens to total revenue when a firm decreases its price and demand is price elastic?

    Model answer

    Total revenue increases.

  2. 2

    How does a firm use price elasticity of demand to decide whether to cut its price?

    Model answer

    A firm cuts price only where demand is elastic, because quantity then rises proportionately more than price falls and total revenue increases. Where demand is inelastic the cut would reduce revenue.

  3. 3

    Explain why raising price reduces total revenue when demand is elastic.

    Model answer

    The percentage fall in quantity demanded is greater than the percentage rise in price, so the revenue lost from reduced sales exceeds the revenue gained from the higher price.

  4. 4

    Explain why a price cut lowers total revenue when demand is inelastic.

    Model answer

    The percentage increase in quantity demanded is smaller than the percentage decrease in price, so the extra revenue from additional sales does not compensate for the lower price on all units.

  5. 5

    What happens to total revenue when a firm increases its price and demand is price inelastic?

    Model answer

    Total revenue increases.

  6. 6

    Why does a profit-maximising firm never operate on the inelastic part of its demand curve?

    Model answer

    On that section marginal revenue is negative, so selling another unit reduces total revenue while still adding to cost. Raising price would increase revenue and cut cost at the same time.

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