1.2.5
Elasticity & Revenue
Changing Price and the Impact on Revenue
Changing Price and the Impact on Revenue
If demand for a product is inelastic, a producer can increase price without the quantity sold falling very much.
Elastic demand
Elastic demand
- Imagine Ed Sheeran is selling tickets to his concert at Wembley.
- He must set a price to maximise revenue from ticket sales.
- He starts off with a fixed price in his head. He will sell a number of tickets at this price.
- If demand is elastic, then Ed should cut the price because this will raise total revenue.
Inelastic demand
Inelastic demand
- If demand is inelastic, then Ed should raise the price because this will raise total revenue. Ed Sheeran is likely to sell the same number of tickets but at a higher price. Perhaps he has Shawn Mendes turning up too.
Unitary demand
Unitary demand
- If there is unitary elasticity, any percentage change in price will be offset by an equivalent percentage change in quantity demanded.
- So for moderate price changes, revenue will not change.
Total Revenue and Price Elasticity of Demand
Total Revenue and Price Elasticity of Demand
You should be able to understand the relationship between price elasticity of demand and a firm's total revenue.
Total revenue
Total revenue
- Total revenue = price per unit × quantity.
Straight-line demand curve
Straight-line demand curve
- This is how price elasticity of demand (PED) changes along the demand curve:
- At zero demand or high price - minus infinity.
- At midpoint - elasticity is minus one.
- At zero price or high quantity - elasticity is zero.
- PED of +/- one = maximised total revenue.
- The closer a product's price is to the midpoint, the higher the revenue.
Price elastic in demand
Price elastic in demand
- If a product is price elastic in demand:
- Decreasing price = increases total revenue.
- Increasing price = decreases total revenue.
Price inelastic in demand
Price inelastic in demand
- If a product is price inelastic in demand:
- Decreasing price = decreases total revenue.
- Increasing price = increases total revenue.
1Introduction to Markets
1.1Nature of Economics
1.1.1Economics as a Social Science
1.1.2Positive & Normative Economic Statements
1.1.3The Economic Problem
1.1.4Resources
1.1.5Production Possibility Frontiers
1.1.6Specialisation & Division of Labour
1.1.7Types of Economies
1.1.8End of Topic Test - Nature of Economics
1.1.9Application Questions - Nature of Economics
1.2How Markets Work
1.2.1Rational Decision Making
1.2.2Demand
1.2.3Elasticities of Demand
1.2.4Elasticities of Demand 2
1.2.5Elasticity & Revenue
1.2.6Supply
1.2.7Elasticity of Supply
1.2.8Price Determination
1.2.9Price Mechanism
1.2.10Consumer & Producer Surplus
1.2.11Indirect Taxes & Subsidies
1.2.12A-A* (AO3/4) - Taxing Prices or Quantities?
1.2.13Alternative View of Consumer Behaviour
1.2.14End of Topic Test - Markets
1.2.15A-A* (AO3/4) - Markets
2Market Failure
2.1Market Failure
2.2Government Intervention
2.2.1Government Intervention in Markets
2.2.2Subsidies & Price Controls
2.2.3Pollution Permits & Regulation
2.2.4A-A* (AO3/4) - European Emissions Trading
2.2.5State Provision & Information Provision
2.2.6Government Failure
2.2.7End of Topic Test - Government Intervention
2.2.8A-A* (AO3/4) - Government Intervention
3The UK Macroeconomy
3.1Measures of Economic Performance
3.1.1Measuring Economic Growth
3.1.2National Income Data
3.1.3Inflation
3.1.4Causes of Inflation
3.1.5Consequences of Inflation
3.1.6Employment & Unemployment
3.1.7Causes & Impact of Unemployment
3.1.8A-A* (AO3/4) - Hysteresis
3.1.9Balance of Payments
3.1.10Current Account Deficit & Imbalances
3.1.11End of Topic Test - Economic Performance
3.1.12Application Questions Macroeconomy
3.2Aggregate Demand
3.3Aggregate Supply
3.4National Income
4The UK Economy - Policies
4.1Macroeconomic Objectives & Policies
4.1.1Possible Objectives
4.1.2Demand-Side Policies - Monetary
4.1.3Demand-Side Policies - Monetary 2
4.1.4A-A* (AO3/4) - The Future of Interest Rates
4.1.5Demand-Side Policies - Fiscal
4.1.6Demand-Side Policies in 2007-08
4.1.7Strengths & Weaknesses of Demand Side
4.1.8Supply-Side Policies
4.1.9Supply-Side Policies 2
4.1.10Conflicts Between Objectives
4.1.11A-A* (AO3/4) - Conflicting Incentives
4.1.12Phillips Curve
4.1.13End of Topic Topic - Policies & Objectives
4.1.14Application Questions - UK Policies
5Business Behaviour
5.1Business Growth
5.2Business Objectives
6Market Structures
6.1Market Structures
6.1.1Efficiency
6.1.2Perfect Competition
6.1.3Perfect Competition 2
6.1.4Monopolistic Competition
6.1.5Oligopolies
6.1.6The Prisoner's Dilemma
6.1.7Collusion in Oligopolistic Markets
6.1.8A-A* (AO3/4) - Which Factors Affect Collusion?
6.1.9Monopolies
6.1.10Price Discrimination
6.1.11Monopsony
6.1.12A-A* (AO3/4) - Models in Economics
6.1.13Contestability
6.1.14Benefits of Contestability
6.1.15End of Topic Test - Market Structures
6.1.16Application Questions - Market Structures
6.1.17A-A* (AO3/4) - Cereal Collusion
6.2Labour Market
6.2.1Demand for Labour
6.2.2Supply of Labour
6.2.3Labour Market Imperfections
6.2.4A-A* (AO3/4) - Labour Productivity & Unemployment
6.2.5A-A* (AO3/4) - What Level of Unionisation is Good?
6.2.6Wage Determination
6.2.7Elasticity of Labour Supply & Demand
6.2.8Intervention in Setting Wages
6.2.9End of Topic Test - Labour Market
6.2.10A-A* (AO3/4) - Labour Markets
6.3Government Intervention
6.3.1Reasons for Government Intervention
6.3.2Government Promotion of Competition
6.3.3Usefulness of Competition Policy & Examples
6.3.4A-A* (AO3/4) - Modern Competition Policy
6.3.5Privatisation
6.3.6Government Regulation
6.3.7A-A* (AO3/4) - Nationalisation vs Privatisation
6.3.8Government Protection of Suppliers and Employees
6.3.9Impact of Government Intervention
6.3.10End of Topic Test - Government Intervention
6.3.11Application Questions - Government Intervention
7A Global Perspective
7.1International Economics - Globalisation & Trade
7.2International Economics - Currency
7.2.1Merged Currency
7.2.2Restrictions on Free Trade
7.2.3Arguments for Protectionism
7.2.4Arguments Against Protectionism
7.2.5Balance of Payments
7.2.6Balance of Payments 2
7.2.7Floating Exchange Rates
7.2.8Fixed Exchange Rate
7.2.9International Competitiveness
7.2.10End of Topic Test - International Economy
7.2.11Application Questions - International Economics
8Finance & Inequality
8.1Poverty & Inequality
8.2Emerging & Developing Economies
8.2.1Measures of Development
8.2.2Factors Influencing Growth & Development
8.2.3Barriers to Development
8.2.4Barriers to Development 2
8.2.5A-A* (AO3/4) - The Bottom Billion
8.2.6Development Strategies
8.2.7Interventionist Strategies
8.2.8Aid
8.2.9International Institutions
8.2.10International Institutions 2
8.2.11End of Topic Test - Emerging & Developing
8.2.12Application Questions - Developing Countries
8.3The Financial Sector
8.4Role of the State in the Macroeconomy
9Examples of Global Policy
9.1International Policies
Jump to other topics
1Introduction to Markets
1.1Nature of Economics
1.1.1Economics as a Social Science
1.1.2Positive & Normative Economic Statements
1.1.3The Economic Problem
1.1.4Resources
1.1.5Production Possibility Frontiers
1.1.6Specialisation & Division of Labour
1.1.7Types of Economies
1.1.8End of Topic Test - Nature of Economics
1.1.9Application Questions - Nature of Economics
1.2How Markets Work
1.2.1Rational Decision Making
1.2.2Demand
1.2.3Elasticities of Demand
1.2.4Elasticities of Demand 2
1.2.5Elasticity & Revenue
1.2.6Supply
1.2.7Elasticity of Supply
1.2.8Price Determination
1.2.9Price Mechanism
1.2.10Consumer & Producer Surplus
1.2.11Indirect Taxes & Subsidies
1.2.12A-A* (AO3/4) - Taxing Prices or Quantities?
1.2.13Alternative View of Consumer Behaviour
1.2.14End of Topic Test - Markets
1.2.15A-A* (AO3/4) - Markets
2Market Failure
2.1Market Failure
2.2Government Intervention
2.2.1Government Intervention in Markets
2.2.2Subsidies & Price Controls
2.2.3Pollution Permits & Regulation
2.2.4A-A* (AO3/4) - European Emissions Trading
2.2.5State Provision & Information Provision
2.2.6Government Failure
2.2.7End of Topic Test - Government Intervention
2.2.8A-A* (AO3/4) - Government Intervention
3The UK Macroeconomy
3.1Measures of Economic Performance
3.1.1Measuring Economic Growth
3.1.2National Income Data
3.1.3Inflation
3.1.4Causes of Inflation
3.1.5Consequences of Inflation
3.1.6Employment & Unemployment
3.1.7Causes & Impact of Unemployment
3.1.8A-A* (AO3/4) - Hysteresis
3.1.9Balance of Payments
3.1.10Current Account Deficit & Imbalances
3.1.11End of Topic Test - Economic Performance
3.1.12Application Questions Macroeconomy
3.2Aggregate Demand
3.3Aggregate Supply
3.4National Income
4The UK Economy - Policies
4.1Macroeconomic Objectives & Policies
4.1.1Possible Objectives
4.1.2Demand-Side Policies - Monetary
4.1.3Demand-Side Policies - Monetary 2
4.1.4A-A* (AO3/4) - The Future of Interest Rates
4.1.5Demand-Side Policies - Fiscal
4.1.6Demand-Side Policies in 2007-08
4.1.7Strengths & Weaknesses of Demand Side
4.1.8Supply-Side Policies
4.1.9Supply-Side Policies 2
4.1.10Conflicts Between Objectives
4.1.11A-A* (AO3/4) - Conflicting Incentives
4.1.12Phillips Curve
4.1.13End of Topic Topic - Policies & Objectives
4.1.14Application Questions - UK Policies
5Business Behaviour
5.1Business Growth
5.2Business Objectives
6Market Structures
6.1Market Structures
6.1.1Efficiency
6.1.2Perfect Competition
6.1.3Perfect Competition 2
6.1.4Monopolistic Competition
6.1.5Oligopolies
6.1.6The Prisoner's Dilemma
6.1.7Collusion in Oligopolistic Markets
6.1.8A-A* (AO3/4) - Which Factors Affect Collusion?
6.1.9Monopolies
6.1.10Price Discrimination
6.1.11Monopsony
6.1.12A-A* (AO3/4) - Models in Economics
6.1.13Contestability
6.1.14Benefits of Contestability
6.1.15End of Topic Test - Market Structures
6.1.16Application Questions - Market Structures
6.1.17A-A* (AO3/4) - Cereal Collusion
6.2Labour Market
6.2.1Demand for Labour
6.2.2Supply of Labour
6.2.3Labour Market Imperfections
6.2.4A-A* (AO3/4) - Labour Productivity & Unemployment
6.2.5A-A* (AO3/4) - What Level of Unionisation is Good?
6.2.6Wage Determination
6.2.7Elasticity of Labour Supply & Demand
6.2.8Intervention in Setting Wages
6.2.9End of Topic Test - Labour Market
6.2.10A-A* (AO3/4) - Labour Markets
6.3Government Intervention
6.3.1Reasons for Government Intervention
6.3.2Government Promotion of Competition
6.3.3Usefulness of Competition Policy & Examples
6.3.4A-A* (AO3/4) - Modern Competition Policy
6.3.5Privatisation
6.3.6Government Regulation
6.3.7A-A* (AO3/4) - Nationalisation vs Privatisation
6.3.8Government Protection of Suppliers and Employees
6.3.9Impact of Government Intervention
6.3.10End of Topic Test - Government Intervention
6.3.11Application Questions - Government Intervention
7A Global Perspective
7.1International Economics - Globalisation & Trade
7.2International Economics - Currency
7.2.1Merged Currency
7.2.2Restrictions on Free Trade
7.2.3Arguments for Protectionism
7.2.4Arguments Against Protectionism
7.2.5Balance of Payments
7.2.6Balance of Payments 2
7.2.7Floating Exchange Rates
7.2.8Fixed Exchange Rate
7.2.9International Competitiveness
7.2.10End of Topic Test - International Economy
7.2.11Application Questions - International Economics
8Finance & Inequality
8.1Poverty & Inequality
8.2Emerging & Developing Economies
8.2.1Measures of Development
8.2.2Factors Influencing Growth & Development
8.2.3Barriers to Development
8.2.4Barriers to Development 2
8.2.5A-A* (AO3/4) - The Bottom Billion
8.2.6Development Strategies
8.2.7Interventionist Strategies
8.2.8Aid
8.2.9International Institutions
8.2.10International Institutions 2
8.2.11End of Topic Test - Emerging & Developing
8.2.12Application Questions - Developing Countries
8.3The Financial Sector
8.4Role of the State in the Macroeconomy
9Examples of Global Policy
9.1International Policies
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