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additional advertising amount analysis Antitrust average called capital cash flows charged coefficient combinations competitive Consider constant consumers cost function decision decrease demand curve demand function dependent derivative determined economic effect elasticity of demand equal equation estimated example expected expression factors Figure firm firm's fixed forecasting given graphed greater higher important income increase indicated industry inputs interest inventories investment labor less level of output limited linear lower marginal cost marginal revenue market price maximization means measured method monopoly objective observations operating particular percent period practice present value price elasticity problem production function profit quantity rate of return regression regulation relationship relatively respect result rise scale sell share slope standard statistical substitution supply Suppose Table techniques theory total cost units variable cost