Pricing policy in dynamic markets and a generalization of the Ramsey rule

Pricing policy in a regulated monopoly industry is usually based on maximizing welfare or some other measure of utility level of return on investment. Previously, the Ramsey pricing policy which states that the percentage deviation of quasi-optimal price from marginal cost for each product must be inversely proportional to its price elasticity of demand, has been developed for a static market. The Ramsey framework assumes instantaneous demand response to price changes; empirical evidence suggests demand changes occur dynamically through time.In this paper an optimum pricing rule for a profit maximizing firm based on a general time varying demand model in a dynamic market is obtained assuming a single price change at the beginning of the planning period. A dynamic market equivalent of the well known inverse elasticity law of the static market is developed. Defining the concept of average price elasticity for dynamic markets we show that the inverse elasticity law of static markets takes an inequality form in dynamic markets. For demand functions which decrease, increase or are constant with time the optimum price markups are greater than, less than, or equal to the inverse of the average price elasticity, respectively.The results are then generalized to the case of a constrained welfare maximizing firm. This leads to the development of a dynamic market generalization of the well known Ramsey pricing rule. A simple rule for making quantitative arguments about the relative size of the optimum price in static and dynamic markets is also derived.This work was completed when the author was with Bell Laboratories, USA.