Specification point 3.3.1 · Theme 3

Revenue

Revenues, costs and profits · Business behaviour and the labour market

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4 marks
ContextThe diagram shows the cost and revenue curves for a pizza in a popular high street restaurant. The restaurant currently pursues an objective of revenue maximisation.

Calculate the change in total supernormal profit if the restaurant changes its objective from revenue maximisation to profit maximisation. You are advised to show your working.

4 marks
ContextPeloton is a firm which makes exercise bikes. Peloton’s objective is to prioritise selling fitness services rather than to achieve short-term profit maximisation.

Draw a cost and revenue diagram to illustrate the different business objectives: profit maximisation and revenue maximisation.

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2 marks
ContextPatrick Street Productions produces musicals. Its latest production is ‘It’s a Wonderful Life’ and the total cost of this production is $200 000. The ticket price is $40. The theatre has a capacity of 300 seats. The company aims for revenue maximisation. If this is achieved, revenue from ticket sales will cover 30% of total costs. Charitable donations contribute 12.5% towards total cost and a government subsidy ensures the production covers all of its costs.

Calculate the total revenue from ticket sales for ‘It’s a Wonderful Life’, assuming it is shown only five times, all at full capacity. You are advised to show your working.

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2 marks
ContextThe number of individual weekly ticket sales from UK National Lottery games operated by Camelot was 73 million in the financial year 2015–2016. The sale price of each lottery ticket was £2. This figure included 24 pence of tax revenue on each ticket sold.

Calculate the weekly revenue received by Camelot after paying the tax to the government. You are advised to show your working.

4 marks
ContextIn 2015 JCB, the construction equipment manufacturer, experienced a 6% fall in revenue. This resulted from a reduction in sales of construction equipment to emerging markets.

Draw a cost and revenue diagram to show the likely impact of a reduction in sales of construction equipment on JCB’s profits.

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Multiple-choice questions

Quick checks of economic understanding

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ContextThe diagram shows the cost and revenue curves for a pizza in a popular high street restaurant. The restaurant currently pursues an objective of revenue maximisation.

Refer to the previous diagram. There is a reduction in the demand for pizza. Ceteris paribus, which one of the following will happen to the restaurant’s average revenue and marginal revenue as a result of this change?

AAverage revenue and marginal revenue both fall
BAverage revenue and marginal revenue stay the same
CAverage revenue falls and marginal revenue increases
DAverage revenue increases and marginal revenue falls

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ContextDisney+ is a streaming service that distributes films and television series produced by the Walt Disney Studios. Disney+ subscribers (million) November 2019 10 December 2019 26.5 February 2020 28.6 April 2020 50 …

Ceteris paribus, the most likely consequence of the above data is that Disney+ will experience an increase in its:

Afixed costs
Bincome elasticity of demand
Cprice elasticity of demand
Drevenue

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ContextPatrick Street Productions produces musicals. Its latest production is ‘It’s a Wonderful Life’ and the total cost of this production is $200 000. The ticket price is $40. The theatre has a capacity of 300 seats. The company aims for revenue maximisation. If this is achieved, revenue from ticket sales will cover 30% of total costs. Charitable donations contribute 12.5% towards total cost and a government subsidy ensures the production covers all of its costs.

Which one of the following conditions is necessary for revenue maximisation to occur?

AAverage revenue equals average cost
BAverage revenue equals marginal cost
CMarginal revenue equals average revenue
DMarginal revenue equals zero

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