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China Mobile

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Submitted By gstylian
Words 1344
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QUESTION 1
China Mobile offers to its customers the ability to pay a monthly subscription fee which includes a lump sum fee as well as a per unit charge.
The concept of consumer surplus refers to the benefit obtained by consumers because they are able to buy a product for a lower price in relation to the price that they were willing to pay for the same product. In other words, it is the difference between the actual price that a consumer would be willing to pay for a specific product and the actual price that he does pay for the product. The consumer surplus is simply an economic measurement of consumers’ satisfaction when these consumers feel that they obtain a bargain deal.
The graph that follows clearly shows consumer surplus. The area below the demand curve and above the equilibrium point is the area showing buyers’ surplus. Basically the graph illustrates that some consumers are willing to pay a bit more to get an extra unit of the product, however they are simply paying the equilibrium price.
[pic]
Source: http://en.wikipedia.org/wiki/Economic_surplus
The package deal that China Mobile is offering to its clients composes of two parts – a fixed payment and a usage charge. Basically these packages try to instigate consumer’s interest by offering a lower price for the quantity that a consumer may be willing to purchase. The company structures the pricing of these packages in a way that the customer is charged something less than its total benefits. When the quota of air time included in the fixed package elapses then consumers can buy more minutes paying in accordance with the usage charge rate.
Basically the price of the fixed element of the package varies from company to company and industry to industry because of the homogeneity of demand but the per unit charge in a perfectly competitive market is set just below marginal cost.
In this way, China Mobile

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