9. Is bundling profitable? Suppose that Ginny is the owner of the only nonmotorized water sports rental shop on a small lake in New Hampshire. At Ginny's shop, customers cam rent a variety of items such as canoes, paddie boats, tubes, and windsurfers. Assume that the marginal cost of renting out any of these items is s5 per item. Moreover, there are only two types of customers-college students and retired people-and there are equal numbers of each type of customer. The following table shows the willingness to pay of both customer types for paddle boats, and tubes. Willingness to Pay (Dollars) (Dollars) College Students Retired People Item Paddie boats 25 30 Tubes 10 If Ginny rents out paddle boats and tubes separately, the best she can do is to charge S for a paddie boat rental and S for a tube rental. At these prices, her total profit is S from a market consisting of one of each type of customer.

Principles of Microeconomics
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Chapter22: Frontiers Of Microeconomics
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9. Is bundling profitable?
Suppose that Ginny is the owner of the only nonmotorized water sports rental shop on a small lake in New Hampshire. At Ginny's shop, customers can
rent a variety of items such as canoes, paddle boats, tubes, and windsurfers. Assume that the marginal cost of renting out any of these items is $5
per item. Moreover, there are only two types of customers-college students and retired peopie-and there are equal numbers of each type of
customer. The following table shows the willingness to pay of both customer types for paddle boats, and tubes.
Willingness to Pay
(Dollars)
(Dollars)
Item
College Students Retired People
Paddle boats
25
30
Tubes
6
10
If Ginny rents out paddle boats and tubes separately, the best she can do is to charge s
for a paddie boat rental and S
for a tube
rental, At these prices, her total profit is s
from a market consisting of one of each type of customer.
Now, supposehat Ginny will allow customers only to purchase a rental bundle for paddle boats and tubes, with no option of renting either item
individually. In this case, the bundle price that maximizes her profit is 5
. which yields a total profit of 5
Given the valuations in the previous table, it
profitable for Ginny to bundle her water sport equipment. This is due, in part, to the fact that
the valuations of both consumer types are
correlated.
Transcribed Image Text:9. Is bundling profitable? Suppose that Ginny is the owner of the only nonmotorized water sports rental shop on a small lake in New Hampshire. At Ginny's shop, customers can rent a variety of items such as canoes, paddle boats, tubes, and windsurfers. Assume that the marginal cost of renting out any of these items is $5 per item. Moreover, there are only two types of customers-college students and retired peopie-and there are equal numbers of each type of customer. The following table shows the willingness to pay of both customer types for paddle boats, and tubes. Willingness to Pay (Dollars) (Dollars) Item College Students Retired People Paddle boats 25 30 Tubes 6 10 If Ginny rents out paddle boats and tubes separately, the best she can do is to charge s for a paddie boat rental and S for a tube rental, At these prices, her total profit is s from a market consisting of one of each type of customer. Now, supposehat Ginny will allow customers only to purchase a rental bundle for paddle boats and tubes, with no option of renting either item individually. In this case, the bundle price that maximizes her profit is 5 . which yields a total profit of 5 Given the valuations in the previous table, it profitable for Ginny to bundle her water sport equipment. This is due, in part, to the fact that the valuations of both consumer types are correlated.
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