200 students for a 9 am class in spite of a midterm on day 3; perhaps they’ve not read the syllabus.
Began with the ultimatum game framed in terms of a seller making a take or leave it offer to the buyer. The game allows one to make two points at the very beginning of class.
1) The price seller chooses depends on their model of how the buyer will behave. One can draw this point out by asking sellers to explain how they came by their offers. Best offers to discuss are the really low ones (i.e. give most of the surplus to the buyer) and the offers that split the difference.
2) Under the assumption that `more money is better than less’, point out that the seller captures most of the gains from trade. Why? The ability to make a credible take or leave it offer.
This makes for a smooth transition into the model of quasi-linear preferences. Some toy examples of how buyers make choices based on surplus. Emphasize it captures idea that buyers make trade-offs (pay more if you get more; if its priced low enough its good enough). Someone will ask about budget constraints. A good question, ignore budget for now and come back to it later in the semester.
Next, point out that buyers do not share the same reservation price (RP) for a good or service. Introduce demand curve as vehicle for summarizing variation in RPs. Emphasize that demand curve tells you demand as you change your price holding other prices fixed.
Onto monopoly with constant unit costs and limited to a uniform price. Emphasize that monopoly in our context does not mean absence of competition, only that competition keeps price fixed as we change ours. Reason for such an assumption is to understand first how buyers respond to one sellers price changes.
How does monopoly choose profit maximizing price? Trade-off between margin and volume. Simple monopoly pricing exercise. Answer by itself is uninteresting. Want to know what profit maximizing depends upon.
Introduce elasticity of demand, its meaning and derivation. Then, a table of how profit and elasticity vary with price in the toy example introduce earlier. Point out how elasticity rises as price rises. Demand starts to drop off faster than margin rises. Explain why we don’t stop where elasticity is 1. Useful place to point out that here a small price increase is revenue neutral but total costs fall. So, uniform price is doing things: determining how much is captured from buyers and controlling total production costs. Table also illustrates that elasticity of demand matters for choosing price.
Segue into the markup formula. Explain why we should expect some kind of inverse relationship between markup and elasticity. Do derivation of markup formula with constant unit costs.
Now to something interesting to make the point that what has come before is very useful: author vs. publisher, who would prefer a higher price for the book? You’ll get all possible answers which is perfect. Start with how revenue is different from profit (authors get percentage revenue). This difference means their interests are not aligned. So, they should pick different prices. But which will be larger? Enter markup formula. Author wants price where elasticity is 1. Publisher wants to price where elasticity is bigger than 1. So, publisher wants higher price. Wait, what about e-books? Then, author and publisher want same price because unit costs are zero.
This is the perfect opportunity to introduce the Amazon letter to authors telling them that elasticity of demand for e-books at the current $14.99 price is about 2.4. Well above 1. Clearly, all parties should agree to lower the price of e-books. But what about traditional books? Surely lower e-book price will cause some readers to switch from the traditional to the e-book. Shouldn’t we look at the loss in profit from that as well? Capital point, but make life simple. Suppose we have only e-books. Notice, under the agency model where Amazon gets a percentage of revenue, everyone’s incentives appear to be aligned.
Is Amazon correct in its argument that dropping the e-book price will benefit me the author? As expressed in their letter, no. To say that the elasticity of demand for my book at the current price is 2.4 means that if I drop my price 1%, demand will rise 2.4% HOLDING OTHER PRICES FIXED. However, Amazon is not taking about dropping the price of my book alone. They are urging a drop in the price of ALL books. It may well be that a drop in price for all e-books will result in an increase in total revenues for the e-book category. This is good for Amazon. However, it is not at all clear that it is good for me. Rustling of papers, and creaking of seats is a sign that time is up.