Dairy King Advertise Doesn't Advertise Advertise 8, 8 15, 2 Creamland Doesn't Advertise 2, 15 11, 11

Exploring Economics
8th Edition
ISBN:9781544336329
Author:Robert L. Sexton
Publisher:Robert L. Sexton
Chapter14: Monopolistic Competition And Product Differentiation
Section: Chapter Questions
Problem 15P
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To advertise or not to advertise

Suppose that Creamland and Dairy King are the only two firms that sell ice cream. The following payoff matrix shows the profit (in millions of dollars) each company will earn depending on whether or not it advertises:
 
 
(base to table)
 
For example, the upper right cell shows that if Creamland advertises and Dairy King doesn't advertise, Creamland will make a profit of $15 million, and Dairy King will make a profit of $2 million. Assume this is a simultaneous game and that Creamland and Dairy King are both profit-maximizing firms.
If Creamland decides to advertise, it will earn a profit of $_____ million if Dairy King advertises and a profit of $____ million if Dairy King does not advertise.
 
If Creamland decides not to advertise, it will earn a profit of $______ million if Dairy King advertises and a profit of $_____million if Dairy King does not advertise.


If Dairy King advertises, Creamland makes a higher profit if it chooses (to advertise/not to advertise).
 
If Dairy King doesn't advertise, Creamland makes a higher profit if it chooses(to advertise/not to advertise).
 
Suppose that both firms start off not advertising. If the firms act independently, what strategies will they end up choosing?
a. Creamland will choose to advertise and Dairy King will choose not to advertise.
b.Both firms will choose to advertise.
c. Creamland will choose not to advertise and Dairy King will choose to advertise.
d. Both firms will choose not to advertise.
 


Again, suppose that both firms start off not advertising. If the firms decide to collude, what strategies will they end up choosing?
a. Both firms will choose to advertise.
b. Both firms will choose not to advertise.
c. Creamland will choose not to advertise and Dairy King will choose to advertise.
d. Creamland will choose to advertise and Dairy King will choose not to advertise.
Dairy King
Advertise Doesn't Advertise
Advertise
8, 8
15, 2
Creamland
Doesn't Advertise
2, 15
11, 11
Transcribed Image Text:Dairy King Advertise Doesn't Advertise Advertise 8, 8 15, 2 Creamland Doesn't Advertise 2, 15 11, 11
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