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Jack is the owner of the only local bar in a small town

Marketing Jan 15, 2021

Jack is the owner of the only local bar in a small town. He sells whiskey in one-ounce glasses. For simplicity, let's assume it doesn't cost Jack anything to run this business.

There are two consumers, Adam and Burt who are twin brothers. Adam's demand function is Ya= 10 - p and Burt's demand function is Yb = 8 -p (price is measured in dollars and quantity is measured in ounces).

Jack knows their demand functions but the problem is that he cannot tell them apart since they look exactly the same to him. To increase his profits, Jack offers the following two options that his customers can choose from:

(1) You can pay $T1 up front and drink as much as you want.

(2) Pay $T2 up front and the price per ounce of whiskey will be $p.

Q1). If p = 2, what is the maximal T2 that Jack can charge so that Burt is willing to come to the bar?

Q2). Given your answer of (Q1), what is the maximal T1 that Jack can charge so that Adam will choose the first pricing scheme?

Expert Solution

(a) If p =2, the maximal T2 that can be charged so that Burt is willing to come to the bar is the consumer surplus that Burt receives at a price P = 2.

T2 = 1/2 * (8-2) 6 = 18

(b) The fee charged to Adam remains the same because otherwise he will not be willing to participate in the market. Hence, T1 =18

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