Psychologie der Werbung

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Monograph

Identifikator:: 1748641581

URN:: urn:nbn:de:zbw-retromon-122938

Document type:: Monograph

Author:: Marbe, Karl http://d-nb.info/gnd/118781707

Title:: Psychologie der Werbung

Place of publication:: Stuttgart

Publisher:: C. E. Poeschel Verlag

Year of publication:: 1927

Scope:: 132 Seiten

Digitisation:: 2021

Collection:: Economics Books

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Document type:: Monograph

Structure type:: Chapter

Title:: 6. Über buchhändlerische Reklamepsychologie

Collection:: Economics Books

MONOPOLY 95 his receipts and his expenses when we include in the latter a remuneration just sufficient to induce him to do the amount of work that he does. This difference between his expenses, thus widely regarded, and his gross receipts may be called monopoly revenue. His object is to maximise monopoly revenue, and this is maximised when the product of the amount sold and the difference between the price and the monopolist’s average costs is the greatest possible. The theory may be illustrated with the aid of the following table :— Demand Output price in tona, per ton. 90 £50 100 £49 110 £48 120 £46 Aggregate Aggregate receipts. £4,500 £4,900 £5,280 £5,520 costs. £4,000 £4,350 £4,700 £5,000 Monopoly Revenue. £500 £550 £580 £520 In the case represented in the table the output would be 110 tons, at which output monopoly revenue is maximised. It looks as if the subject of monopoly were drawing us away from the high ground of pure theory where the effect of trifling varia tions—of differentiating experience—explains everything. It is true that the consequences of such variations in demand prices and supply prices furnish the monopolist with

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