ECSENOMICS Firms Can Increase Their profits through Price Discrimination 1-79 Figure 10-5 (a) Old Customers (b) New Customers P·30 P,. 15 McGraw-Hilllrwin CopyrightC 2001 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Copyright © 2001 The McGraw-Hill Companies, Inc. All rights reserved. Firms Can Increase Their Profits through Price Discrimination T-79 Figure 10-5