10) Scenario 15-7
Black Box Cable TV is able to purchase an exclusive right to sell a premium movie
channel (PMC) in its market area. Let’s assume that Black Box Cable pays $150,000 a
year for the exclusive marketing rights to PMC. Since Black Box has already installed
cable to all of the homes in its market area, the marginal cost of delivering PMC to
subscribers is zero. The manager of Black Box needs to know what price to charge for
the PMC service to maximize her profit. Before setting price, she hires an economist to
estimate demand for the PMC service. The economist discovers that there are two types
of subscribers who value premium movie channels. First are the 4,000 die-hard TV
viewers who will pay as much as $150 a year for the new PMC premium channel.
Second, the PMC channel will appeal to 20,000 occasional TV viewers who will pay as
much as $20 a year for a subscription to PMC.
If Black Box Cable TV is unable to price discriminate, what price will it choose to
maximize its profit, and what is the amount of the profit?
a.price = $20; profit = $400,000
b.price = $20; profit = $330,000
c.price = $150; profit = $450,000
d.price = $150; profit = $600,000
11)
Which demand curve is unit elastic?
a.A
b.B
c.D
d.None of the above.