Mid-Term Exam Answers and Common Mistakes, Exams of Marketing

The answers to a mid-term exam along with common mistakes made by students. Topics covered include economic concepts such as complements and substitutes, optimal production, user cost of capital, and promotional campaigns. Students are cautioned against errors in calculating user costs and net present value.

Typology: Exams

2011/2012

Uploaded on 08/03/2012

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Mid-Term Exam—Answer Sheet
Below you will find the answers to the mid-terms as well as a listing of some common
mistakes that students made in trying to answer the questions.
Problem #1. True, False, Uncertain
1a) FALSE. CD-RW disks are clearly not demand substitutes for CD-RW drives: people
will not switch from disks to drives when the price of disks goes up. (On the contrary,
these products are complements). They are also not supply substitutes neither: producers
of drives would not typically switch to the production of disks just because the price of
disks went up. (These are very different technologies, so drive producers are not the most
natural entrants in the disk market.)
(Note : given how little we focused on it in class, it is not necessary to talk about supply
substitutes to get full credit.)
Common Mistakes:
CD-RW drives and disks are complements and therefore in the same market –
Not true, markets are not defined by complements but by substitutes. Although
when two products are complements (e.g. gas and cars) the markets are linked
the products are not in the same market because there is no supply or demand
substitutability.
Two products are in the same market if they are demand substitutes –Partially
true, however it is better to state that two products are in the same market if
they are demand or supply substitutes.
1b) UNCERTAIN or FALSE, depending upon explanation. Optimal production will be
at the point where marginal cost equals marginal revenue. This will in general not be the
point of minimal average cost. It might be the point of minimal average cost by pure
coincidence: if the marginal cost, average cost, and marginal revenue curve all intersect
each other at the same point.
Common Mistakes:
Marginal cost equals marginal revenue imply minimal average cost – Not true,
MC crosses the average cost curve at the minimum average cost point but this
does not mean that profits are optimized at that point. For example if at the
minimum average cost level, producing one extra unit generates more revenue
than cost (hence MR > MC) than the monopolist should produce this unit as it
will increase their profits even if this means higher average cost.
In the long run a monopolist will produce at minimum average costs – Not
true, in the short as well as in the long run the monopolist optimizes its profit
by producing at the point where MR = MC and this does not imply lowest
marginal cost.
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Mid-Term Exam—Answer Sheet

Below you will find the answers to the mid-terms as well as a listing of some common mistakes that students made in trying to answer the questions.

Problem #1. True, False, Uncertain

1a) FALSE. CD-RW disks are clearly not demand substitutes for CD-RW drives: people will not switch from disks to drives when the price of disks goes up. (On the contrary, these products are complements). They are also not supply substitutes neither: producers of drives would not typically switch to the production of disks just because the price of disks went up. (These are very different technologies, so drive producers are not the most natural entrants in the disk market.) (Note : given how little we focused on it in class, it is not necessary to talk about supply substitutes to get full credit.)

Common Mistakes:

  • CD-RW drives and disks are complements and therefore in the same market – Not true, markets are not defined by complements but by substitutes. Although when two products are complements (e.g. gas and cars) the markets are linked the products are not in the same market because there is no supply or demand substitutability.
  • Two products are in the same market if they are demand substitutes –Partially true, however it is better to state that two products are in the same market if they are demand or supply substitutes.

1b) UNCERTAIN or FALSE , depending upon explanation. Optimal production will be at the point where marginal cost equals marginal revenue. This will in general not be the point of minimal average cost. It might be the point of minimal average cost by pure coincidence: if the marginal cost, average cost, and marginal revenue curve all intersect each other at the same point.

Common Mistakes:

  • Marginal cost equals marginal revenue imply minimal average cost – Not true, MC crosses the average cost curve at the minimum average cost point but this does not mean that profits are optimized at that point. For example if at the minimum average cost level, producing one extra unit generates more revenue than cost (hence MR > MC) than the monopolist should produce this unit as it will increase their profits even if this means higher average cost.
  • In the long run a monopolist will produce at minimum average costs – Not true, in the short as well as in the long run the monopolist optimizes its profit by producing at the point where MR = MC and this does not imply lowest marginal cost.

Problem #2.

a) The User Cost of Capital for each type of tractor is as follows:

UCC for 1-year use of new tractor = (100,000 – 70,000) + 10%100,000 = $40, UCC for 1-year use of 1-year-old tractor = (70,000 – 45,000) + 10%70,000 = $32, UCC for 1-year use of 2-year-old tractor = (45,000 – 0) + 10%*45,000 = $49,

b) Since variable cost is the same for all types of tractors, and there is no cost of reselling, each year Old McAdams should use whatever tractor has the lowest UCC. Hence, the best plan is to purchase a 1 year old tractor at the start of each year and sell that tractor (now 2 years old) at the end of each year.

Common Mistakes:

  • Wrong UCC formula. UCC(t) = r * Vt + Depr = r * Vt + (Vt - Vt+1). Typical mistakes include using (1+r) instead of r or using r * Vt+1 instead of r*Vt.
  • Not noticing that, thanks to the liquid market, you could just buy and resell each year your favorite type of tractor.

Problem #.

Tinysoft Promotional Campaign

Given: Total Quantity=20 million Constant MC = $ Price = $ Discount rate = 10% 2 periods

Choice: Spend $100 million this period and capture 50% of the market next period. vs. Spend $310 million this period and capture 70% of the market next period.

a) Which promotional campaign should Tinysoft pursue?

Objective: Compare the net present value of the two campaigns: Note that for each product sold, the company will earn $55 (P-MC).

NPV 1 = -100 million + 0.5 * 20 million * 55 = -100m + 500m = $400 million 1 +.

NPV 2 = -310 million + 0.7 * 20 million * 55 = -310m + 700m = $390 million 1 +.

NPV 1 >NPV 2 so Tinysoft should choose the $100 million dollar campaign.

a) The supply-demand diagram is as follows.

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Equilibrium price is 8 dollars per pound, quantity is 8 million pounds, consumer surplus is (2 * 2 / 2 = ) 2 million dollars, producer surplus is (8 * 8 / 2 = ) 32 million dollars.

Common Mistakes:

  • Some people solved the problem, as if there are two separate independent markets for human and for animal broccoli consumptions.
  • Some people combined demand for the two markets incorrectly.
  • Some people did not draw supply curve at all or assumed that it perfectly elastic or inelastic.

b) With a $1 subsidy for all consumption, the new graph is as below. The new equilibrium price is $9 per pound, while the new quantity is 9 million pounds. The cost of the subsidy is 9 million dollars. Consumer surplus is unchanged at 2 million dollars. Producer surplus is now 40.5 million dollars. The change in total surplus is 40.5 + 2 - 9 - 32 - 2 = -.5 million dollars. Deadweight loss is thus .5 million dollars.

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Common Mistakes:

  • Continuing to solve for two separate markets or an incorrectly combined demand curve.
  • Assuming no DWL or calculating DWL incorrectly (usually double counting).
  • Forgetting to answer all parts of the question: Q, P, Cost of Subsidy, & DWL.

c) The new graph is below.

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The equilibrium price is $8 per pound, while the quantity is 8 million pounds. Since human consumption accounts for 3 million pounds, the total government subsidy is 3 million dollars. Producer surplus is identical to (a), but consumer surplus is now (3 * 3 / 2 = ) 4.5 million dollars. The deadweight loss is again .5 million dollars.