Universitas 17 Agustus Surabaya

Program Doktor Ilmu Ekonomi

Mata Kuliah : Seminar Ekonomi Mikro

Dosen MK : Prof. Dr. Djumilah Zain
Waktu : 1 Minggu (sejak soal diterima)
Nama : Dewi Ariefahnoor
NIM : 1272000005
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PROBLEMS AND SHORT CASES

1. The Silverstein Coffee Company faces the following demand
schedule in the relevant price range for one of its products.
Price (lb) Quantity Demanded (lbs/wk)
$5.00 970
4.95 1,000
4.90 1,026
4.85 1,049
4.80 1,071
4.75 1,085
4.70 1,095
4.65 1,105
4.60 1,114
4.55 1,122

ANSWER
(a) Plot the associated demand curve, marginal revenue curve, and total
revenue curve on a graph.

Price (lb) Quantity Demanded (lbs/wk) TR MR

5,00 970 4850  
4,95 1000 4950 3,33
4,90 1026 5027 2,98
4,85 1049 5088 2,62
4,80 1071 5141 2,42
4,75 1085 5154 0,92
4,70 1095 5147 -0,73
4,65 1105 5138 -0,83
4,60 1114 5124 -1,54
4,55 1122 5105 -2,41
(b) Calculate the price elasticity for each price change.

(c) Over what range is demand (1) elastic, (2) inelastic, (3) unitary elastic?
JAWAB :
Penerimaan adalah segala penerimaan produsen dari hasil penjualan
outputnya. Macam-macam dari penerimaan yaitu diantaranya :
1)  Total Penerimaan (Total Revenue)
Total Revenue di singkat TR atau juga bisa disebut dengan total penerimaan
yaitu penerimaan dari hasil penjualan.
2)  Penerimaan Rata-rata (Avarage Total Revenue)
Average Total Revenue yang disingkat AR atau yang lebih dikenal sebagai
penerimaan rata-rata yaitu adalah rata-rata penerimaan dari per kesatuan
produk yang dijual atau yang dihasilkan, dan yang diperoleh dengan jalan
membagi hasil total penerimaan dengan jumlah satuan barang yang dijual.
3)  Penerimaan Marginal (Marginal Revenue)
Marginal Revenue yang disingkat MR atau juga bisa disebut dengan
penerimaan marginal adalah suatu penambahan penerimaan atas TR sebagai
akibat penambahan satu unit output.
Keuntungan maksimum
1) Permintaan dan Hasil Jualan
Didalam menganalisis usaha sesuatu perusahaan untuk memaksimumkan
keuntungan ada dua hal yang harus diperhatikan yaitu :
 Biaya produksi yang dikeluarkan perusahaan
 Hasil penjualan dari barang yang dihasilkan perusahaan itu.
2) Permintaan Pasar dan Perusahaan
3) Hasil Penjualan Marginal, Rata-rata dan Total, terbagi menjadi beberapa
bagian yaitu diantaranya adalah :
 Hasil pendekatan total
 Hasil pendekatan marginal
 Hasil pendekatan rata-rata

2. Empirical Case 2
DEMAND CURVES FOR THE SUZUKI SAMURAI
SUZUKI MOTOR CO. Enjoyed impressive sales growth of its Samurai
model during its first three years in the U.S.However, during June of 1988,
Consumers Union condemned the samurai as “ not acceptable” because of
 its alleged tendency to roll over during sudden turns. As a result of this
nehative advertising and subsequent unfavortable reports both in the
press and on television. Unit sales of the samurai for the month of june
plunged to 2.199, a 70.6% decline from may 1988 levels.
To counter the negative publicity, Suzuki mounted its own
advertising campaign. The company provided taped evidence suggesting
that Consumers Union’s results were suspect. Moreover, it was argued
that safety was no more an issue for the Samurai than for other similar
vehicles. As a consequence of this effective advertising, Samurai unit sales
increased to 6.327 in the month of July.
Company officials believed that monthly unit sales could be further
improved but that any such improvements would have to come through
strategic price changes. During the letter part of July, Suzuki Samurai’s $
2.000 in dealer incentives, which allowed dealers to slash 25% from the
Samurai’s $7,995 base price. The result was dragmatic, with unit sales
totaling 12.208 for the month of August. ACCORDING TO Douglas Mazza,
general manager of the automotive division of American Suzuki Motor
Corp. “Consumer Confidence is back in the Samurai’.
1. Listthe sequence of events and the corresponding price quantity
relationship for the Samurai from May to August 1988.
2. From the information you obtained in question 1, graph the demand
curve (s) faced by suzuki for the period from may to August 1988
3. Calculate and interpret an estimate of the price elasticity of demand
for the Suzuki Samurai. Does this estimate make sense?explain
4. What assumptions.if any, did you make in arriving at your elasticity
estimate?
5. From an economic perspective, do the nonproce and price strategies
employed by Suzuki make sense?Explain.

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