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MC > P
Reduce output
MC < P
Increase output
MC = P
Stay
P < AVC
Shut down
P ≥ AVC
Stay open
P < ATC
exit the industry
P ≥ ATC
Stay
If demand is ELASTIC
Price ↑ → Total revenue ↓
Price ↓ → Total revenue ↑
If demand is INELASTIC
Price ↑ → Total revenue ↑
Price ↓ → Total revenue ↓
Monopoly
Less output, higher price
Negative externality
market overproduces
Positive externality
market quantity too low
Quantity demanded > Quantity supplied
Shortage
Price ceiling (below equilibrium)
Price floor (above equilibrium)
surplus