11) How do advertising and other selling costs affect a firm?
A) They shift the marginal cost curve upward.
B) The only effect is that the excess capacity is reduced.
C) The only effect is that the demand for the product increases.
D) They shift the average total cost curve upward.
E) They do not change demand and shift the average total cost curve downward.
12) In which of the following ways do advertising and other selling costs affect a firm's cost curves?
i.Advertising expenditures increase total fixed costs.
ii.Selling costs increase total fixed costs.
iii.Advertising and other selling costs per unit of output decrease as output increases.
A) i only
B) i and ii
C) iii only
D) i and iii
E) i, ii, and iii
13) In the long run, advertising by all firms in a monopolistically competitive industry
A) increases all firms' demand.
B) decreases all firms' demand.
C) lowers all firms' costs.
D) might increase or decrease the firms' prices.
E) lowers all firms' prices.
14) In the example of the Nike running shoe, we see that
A) selling costs account for over half of a shoe's retail price.
B) materials actually account for two-thirds of the retail price of the shoes.
C) taxes account for one-quarter of the retail price of the shoes.
D) production costs exceed selling costs by a wide margin.
E) raw materials costs are by far the largest component of the total costs of producing the shoes.
15) A sunglass manufacturer spends a lot of money to promote its brand name. This promotion ________ consumers because it ________.
A) helps; lowers marginal cost
B) harms; definitely increases average total cost
C) helps; provides a signal and information about the sunglasses
D) harms; increases the elasticity of demand
E) helps; is a fixed cost and not a variable cost
16) When weighing the efficiency of monopolistic competition, which of the following should be considered?
i.the information provided by advertising
ii.product variety
iii.the extra cost of excess capacity
A) ii only
B) i and iii
C) ii and iii
D) i, ii, and iii
E) iii only
17) Because economic profits are eliminated in the long run in monopolistic competition, to make an economic profit, firms continuously
A) shut down.
B) exit the industry.
C) develop and market new products.
D) declare bankruptcy.
E) decrease their costs by decreasing their selling costs.
18) A firm in monopolistic competition that introduces a new and differentiated product will temporarily have a ________ demand for its product and is able to charge ________.
A) less elastic; a lower price than before
B) less elastic; a higher price than before
C) more elastic; a lower price than before
D) more elastic; a higher price than before
E) less elastic; the same price as before
19) The decision to innovate
A) depends on the marketing department's needs.
B) depends on whether the firm wants to benefit its customers.
C) is based on the marginal cost and the marginal revenue of innovation.
D) is unnecessary in a monopolistically competitive market.
E) None of the above answers is correct.
20) Advertising costs and other selling costs are
A) efficient.
B) fixed costs.
C) variable costs.
D) marginal costs.
E) considered as part of demand because they affect the demand for the good.
21) For a firm in monopolistic competition, selling costs
A) increase costs and reduce profits.
B) always increase demand.
C) can change the quantity produced and lower the average total cost.
D) can lower total cost.
E) have no effect on the quantity sold.
22) If advertising increases the numbers of firms in an industry, each firm's demand
A) increases.
B) does not change.
C) decreases.
D) might increase or decrease depending on whether the new firms produce exactly the same product or a product that is slightly differentiated.
E) None of the above answers is correct.
23) One reason a company advertises is to
A) signal consumers that its product is high quality.
B) lower its total cost.
C) produce more efficiently.
D) lower its variable costs.
E) lower its fixed costs.
24) The efficiency of monopolistic competition
A) is as clear-cut as the efficiency of perfect competition.
B) depends on whether the gain from extra product variety offsets the selling costs and the extra cost that arises from excess capacity.
C) comes from its excess capacity.
D) is eliminated in the long run.
E) is equal to that of monopoly.
