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So one case to think about is what if the other firm, you're Coke, what if Pepsi is pricing below cost?
一种情况是如果另一家公司,假如说你是可口可乐,如果百事可乐定价低于成本怎么办
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Okay, coke got the most votes here which is interesting, and in fact Coca-Cola is an international giant of a company.
好,可口可乐得票最多,有意思,事实上,可口可乐是一家大型跨国公司
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If Coke is the low price it sells this amount and its profits are basically given by this equation.
如果可口可乐价格低那它就销售这个销量,利润基本上就是由这个公式决定
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And so, amphetamines include drugs like "Speed" and "Coke."
安非他命类药物包括了,"快快"和"可口"
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There might have been one Coke vending machine at my high school, if any, I don't even remember.
我高中可能有一台可乐自动售卖机,我记不太清楚了
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Suppose the other guy didn't exist, Suppose Pepsi didn't exist, so Coke has the whole market, then we would solve out this problem.
假设对手不存在,假设百事可乐不存在,那么可口可乐占领整个市场,然后我们就可以解决这个问题
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One brave soul admitted to having fried Coke, thank you for doing that.
尝试油炸可乐,真是勇敢,感谢你亲自尝试
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in whatever it is you guys imagine makes Coke and Pepsi different, it could be that thing.
你们所认为的可口可乐和百事可乐的不同,它可以是那个不同
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It's going to be /2 in the case where Coke and Pepsi cost exactly the same.
当可口可乐和百事可乐的价格一样时,销量将是/2
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If Pepsi is the low price then Coke sells nothing.
如果百事的价格低则可口可乐就卖不出去
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So this is the total quantity of Coke plus Pepsi.
也就是可口可乐和百事可乐的总产量
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How many would have a strict preference for Coke?
谁会倾向选择可口可乐
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It tasted like Coke with a lot of oil.
它喝起来像掺了很多油的可乐
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So if Pepsi is the low price drink in the market then no Coke is sold at all.
如果在市场上百事可乐的价格较低,可口可乐就卖不出去
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So the products we mentioned last time were Coke and Pepsi, but you could think of other products that are pretty much identical.
上次举例的产品是可口可乐和百事可乐,但你们可以把它想象成其他,同样的产品
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So I started off with an example that's pretty bad for this story, namely, Coke and Pepsi.
我以一个例子作为开始,一个不太恰当的例子,即,可口可乐和百事可乐
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You're Coke, what should you price as if you're trying to maximize your profits?
你是可口可乐,你应该如何定价,如果你想要利润最大化
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How many would have a strict preference for Diet Coke?
谁倾向选择健怡可乐
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Coke and Pepsi are producing this stuff.
公司分别生产可口可乐和百事可乐
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Has anybody ever had deep fried Coke?
有人吃过油炸可乐吗
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When I was a boy the eight ounce Coke was the default serving, and when I was a child when it was time to have a Coke or a Pepsi you had eight ounces and the event was over.
当我还是个小男孩的时候,可口可乐,或是百事可乐都是八盎司装的,而且最多就只能喝一瓶
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Depends on--I don't want to be too rigorous about that because you could imagine the other way around, but if you talk to managers this sounds more realistic, at least for retail goods like Coke and Pepsi.
这方面我不想太绝对,因为你们可能会想象其他的情形,但如果你们和那些经理谈过,现在的模型会更贴近现实,至少对于可乐这样的零售产品而言
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So Steve and Patrick are respectively the managers of Coca-Cola and Poland Spring and Patrick believes that the Coca-Cola manager is going to may be we should just make this Coke and Pepsi since two identical they're near enough and identical, right?
史蒂夫和帕特里克分别是,可口可乐和波兰泉的经理,帕特里克认为可口可乐的经理打算,或许该用可口可乐和百事可乐,他们俩才是对手是吧
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This time, however, instead of setting quantities, instead of just deciding how much Coke and Pepsi to produce and spewing it out in the market and letting prices take care of themselves, this time the firms are going to set prices and let quantities take care of themselves.
这次不是规定产量,上次是确定,可口可乐和百事可乐的产量,运到市场上销售,并让价格自主的浮动,而这次,公司将要预先设定价格,并让产量自动调节
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Now be honest, how many of you in a blind taste test can taste the difference between ordinary Coke and ordinary Pepsi?
老老实实,你们谁能在不知道的情况下尝出,可口可乐和百事可乐的不同
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And so when it was time to have a Coke or a Pepsi you had eight ounces, and then you were considered done.
当时一顿饭配有八盎司的可乐,大家都认为那足够了
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Let me take an example that I understand better than I understand Coke and Pepsi.
让我举一个,我比可口可乐和百事可乐了解更多的例子
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So these are Coke and Pepsi, that will confuse me less.
那就可口可乐和百事可乐吧,这会更容易理解
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Well, one thing that goes wrong is that suppose Coke and Pepsi were able to either to write a contract or whatever to sustain joint monopoly output at this high price, this price which is actually producing positive profits in the industry it is going to turn out, therefore the price is going to be above costs.
我来说吧,问题出在这里了,假设可口可乐和百事达成了协议,不管签的是协议还是合同,只要能通过协约维持垄断产出,通过制定高价来达到正的利润就行,这样价格是高于成本的
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