Scenario 16-3
Consider the problem facing two firms,Firm A and Firm B,in the fast-food restaurant market.Each firm has just come up with an idea for a new fast-food menu item which it would sell for $4.Assume that the marginal cost for each new menu item is a constant $2,and the only fixed cost is for advertising.Each company knows that if it spends $12 million on advertising it will get 2 million consumers to try its new product.Firm A has done market research which suggests that its product does not have any "staying" power in the market.Even though it could get 2 million consumers to buy the product once,it is unlikely that they will continue to buy the product in the future.Firm B's market research suggests that its product is very good,and consumers who try the product will continue to be consumers over the ensuing year.On the basis of its market research,Firm B estimates that its initial 2 million customers will buy one unit of the product each month in the coming year,for a total of 24 million units.
-Refer to Scenario 16-3.If Firm A decides to advertise its product it can expect to

Question

Quizplus · Accepted Answer

Firm A will incur a loss of $8 million because it will spend $12 million on advertising to sell 2 million units at a profit of $2 per unit ($4 price - $2 cost), resulting in a total profit of $4 million from sales, which is less than the advertising cost.

Scenario 16-3 Consider the Problem Facing Two Firms,Firm a and Firm B,in