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1.
Tying as a Bundling Strategy
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Ginnie's Gym Refreshment Bar
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Hydration Power Drink
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Satisfying Smoothie
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Early
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7.00
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5.00
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Late
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6.00
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10.00
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Ginnie has observed that her signature item, the Satisfying Smoothie, is very popular with the late evening crowd at the gym, but it is not so popular with the early crowd. The early and late crowds have only slightly different preferences for her Hydration Power Drink. The gym has a very large clientele, and Ginnie can’t always tell who has the late-crowd preference and who has the early-crowd preference.
In her graduate MBA class, they have been studying tying as a bundling strategy. Ginnie asked her professor, “Would bundling work for my business?” Her professor said, “I think you told me that the marginal costs for you two products differ significantly, so first, I would recommend that you look at the contribution margin for each. Sometimes, low prices may be more profitable and sometimes high prices will be more profitable, especially when there are large differences in the price
What is the contribution margin at each price for each product?
a) Hydration High Price contribution margin is
b) Hydration Low Price contribution margin is
c) Smoothie High Price contribution margin is
d) Smoothie Low Price contribution margin is
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- 12. To advertise or not to advertise Suppose that two firms, Hatte Latte and Bean Bruuer, are the only sellers of espresso in some hypothetical market. The following payoff matrix gives the profit (in millions of dollars) earned by each company depending on whether or not it chooses to advertise: Bean Bruuer Advertise Doesn't Advertise Advertise Hatte Latte Doesn't Advertise 9,9 3,15 15,3 11, 11 For example, the lower left cell of the matrix shows that if Bean Bruuer advertises and Hatte Latte does not advertise, Bean Bruuer will make a profit of $15 million, and Hatte Latte will make a profit of $3 million. Assume this is a simultaneous game and that Hatte Latte and Bean Bruuer are both profit-maximizing firms. If Hatte Latte chooses to advertise, it will earn a profit of $ does not advertise. million if Bean Bruuer advertises and a profit of $ million if Bean Bruuer If Hatte Latte chooses not to advertise, it will earn a profit of $ does not advertise. million if Bean Bruuer…5. To advertise or not to advertise Suppose that two firms, Hatte Latte and Bean Bruuer, are the only sellers of espresso in some hypothetical market. The following payoff matrix gives the profit (in millions of dollars) earned by each company depending on whether or not it chooses to advertise: Hatte Latte Advertise Doesn't Advertise Advertise 10, 10 Bean Bruuer 2,18 Doesn't Advertise 18, 2 11, 11 For example, the lower left cell of the matrix shows that if Bean Bruuer advertises and Hatte Latte does not advertise, Bean Bruuer will make a profit of $18 million, and Hatte Latte will make a profit of $2 million. Assume this is a simultaneous game and that Hatte Latte and Bean Bruuer are both profit-maximizing firms. If Hatte Latte chooses to advertise, it will earn a profit of $ does not advertise. If Hatte Latte chooses not to advertise, it will earn a profit of $ Bruuer does not advertise. million if Bean Bruuer advertises and a profit of $ million if Bean Bruuer advertises and a…The Tampa Tribune and the St. Petersburg Times compete for readers in the Tampa Bay market for newspapers. Recently, both newspapers considered changing the prices they charge for their Sunday editions. Suppose they considered the following payoff table for making a simultaneous decision to charge either a low price of $0.50 or a high price of $1.00. Tampa’s profits are shown in regular type. St. Petersburg’s profits are shown in bold. 5. This newspaper pricing decision ________ (is, is not) a Prisoners' Dilemma.
- Suppose Tasty Cakes is deciding its pricing strategy: it is debating whether to offer a single linear price for its sheet cakes or to offer non-linear pricing. Suppose on any day, it gets 2 customers–who are of Type A and TypeB with the following maximum willingness-to-pay for the cakes: Units Type A Type B 1 $100 $90 2 $75 $40 Suppose it costs $10 to bake each of the cakes. (a) If Tasty Cakes decides to pick a linear pricing strategy, what will be the profit-maximizing price it should choose? How many cakes will it end up selling and what will be its total profit? (b) If Tasty Cakes decides to pick a non-linear pricing strategy where it may offer a different price depending on the number of cakes purchased, what should be the profit-maximizing set of prices? How many cakes will it sell and what will be its total profit? (c)Comparing Tasty Cakes’profits in (a) and (b), explain IN WORDS why we see this difference in profitsA case study in the chapter describes a phoneconversation between the presidents of AmericanAirlines and Braniff Airways. Let’s analyze thegame between the two companies. Suppose thateach company can charge either a high price fortickets or a low price. If one company charges $300,it earns low profit if the other company also charges$300 and high profit if the other company charges$600. On the other hand, if the company charges $600,it earns very low profit if the other company charges$300 and medium profit if the other company alsocharges $600.a. Draw the payoff matrix for this game.b. What is the Nash equilibrium in this game?Explain.c. Is there an outcome that would be better than theNash equilibrium for both airlines? How could itbe achieved? Who would lose if it were achieved?Suppose Mattel, the producer of Barbie dolls and accessories (sold separately), has two types of consumers who purchase its dolls: low-value consumers and high-value consumers. Each of the low-value consumers tends to purchase one doll and one accessory, with a total willingness to pay of $60. Each of the high-value consumers buys one doll and two accessories and is willing to pay $114 in total. Mattel is currently considering two pricing strategies: Strategy 1: Sell each doll for $30 and each accessory for $301 Strategy 2: Sell each doll for $6 and each accessory for $54 In the following table, indicate the revenue for a low-value and a high-value customer under strategy 1 and strategy 2. Then, assuming each strategy is applied to one low-value and one high-value customer, indicate the total revenue for each strategy. Strategy 1 $30 doll + $30 accessory Strategy 2 $6 doll + $54 accessory Revenue from Low-Value Customers $60 Value, 1 Accessory ($) $ $ The strategy that generates the…
- below cost? That is, explain a rationale of loss leaders, using your U4. The coconut-milk carts from Exercise S7 set up again the next day. Nearly 172 [CH. 5] SIMULTANEOUS- MOVE GAMES a dollars of a pound of cheese. (a) Initially, L'Épicerie runs La Boulangerie and La Fromagerie as if the were separate firms, with independent managers who each try to maximize their own profit. What are the Nash equilibrium quanti- ties, prices, and profits for the two divisions of L'Épicerie, given the new quantity equations? (b) The owners of L'Épicerie think that they can make more total profit by coordinating the pricing strategies of the two Yuppietown divi- sions of their company. What are the joint-profit-maximizing prices for bread and cheese under collusion? What quantities do La Bou- langerie and La Fromagerie sell of each good, and what is the profit that each division earns separately? (c) In general, why might companies sell some of their goods at prices below cost? That is, explain a…8. To advertise or not to advertise Suppose that Creamland and Dairy King are the only two firms that sell ice cream. The following payoff matrix shows the profit (in millions of dollars) each company will earn depending on whether or not it advertises: Creamland Dairy King Advertises Doesn't Advertise 9,9 Doesn't Advertise 3, 15 Advertises 15, 3 11, 11 For example, the upper-right cell shows that, if Creamland advertises and Dairy King doesn't advertise, Creamland will make a profit of $15 million, and Dairy King will make a profit of $3 million. Assume this is a simultaneous game and that Creamland and Dairy King are both profit-maximizing firms. If Creamland decides to advertise, it will earn a profit of $ not advertise. If Creamland decides not to advertise, it will earn a profit of $ does not advertise. million if Dairy King advertises and a profit of $ If Dairy King advertises, Creamland makes a higher profit if it chooses million if Dairy King advertises and a profit of $…. OPEC, the Organization of Petroleum Exporting Countries, was founded in 1969. Their original objective was to form a cartel to increase the price that they receive for their oil exports. Create a prisoner’s dilemma type game for two large members of OPEC (e.g. Saudi Arabia and Indonesia). Create numbers, where payoffs are total annual oil export revenues for each of these two countries. Verbally explain how you got your numbers. Find the Nash equilibrium. Based on this model, what strategy is in the oil exporters’ best interest (Nash or otherwise)? How do they make it happen? Create another prisoner’s dilemmamodel for all of OPEC on one side, and all non OPEC oil exporting nations on the other side. Create numbers, where payoffs are total annual oil export revenues for each of the two sides. Verbally explain how you created your numbers. Also create your numbers applying the fact that OPEC’s total production capacity is greater than total non OPEC exports…
- 3) Amazon and Target both sell the new Xbox, and have a choice whether to charge a high price or a low price. The payoff matrix identifies the profit either store can expect to make (in millions of dollars). Walmart High Price Low Price High Price b. Identify the Nash Equilibrium. 3,6 5,5 Amazon Low Price 2.8 4.3 a. Identify the Dominant Strategy for either player, or write "none" if there isn't one.2. Consider the following "location game." There are two ice cream sellers (Seller 1 and Seller 2) in a small city. Residents are uniformly located on a straight street of length 1. The ice cream sellers need to choose where to set up their carts, and each resident will purchase one unit of ice cream from the nearest seller. The city council has fixed the price of the ice cream, and as a result, each seller just wants sell as much ice cream as possible. (a) We think of this "location game" as a simultaneous-move game, in which each player's payoff is the proportion of residents that buy from her cart. Is this game with discrete strategies or continuous strategies? Please state the set of (pure) strategies for both sellers. Is this game zero-sum or non-zero-sum? (b) Find all NE(s) of this game. (c) Is there an alternative pair of locations for the sellers such that the residents’ total walking distance is reduced but neither seller is hurt? Is it an NE? (d) Suppose now that there are…4. Consider the following Pricing game. Firms A and B each has two strategies: to charge Low or High price. The following table shows the payoffs for all possible outcomes: Firm B Pricing Strategy Low High Low Firm A 0,0 -200, 400 High 400, -200 100, 100 Suppose that Firms A and B are going to play this game over and over again, forever. Also, suppose both firms agree on the following collusive plan: "We will each charge the high price, provided neither of us has ever charged the low price in any previous period. If one of us cheats and charges the low price, the other player will charge the low price in every period thereafter." Answer the following questions about this infinitely repeated game: