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A good business model is essential for a new venture, but is seldom necessary for established businesses.
Normal Profits
The level of profit that business owners consider satisfactory or "normal", essentially covering both explicit and implicit costs, including a normal rate of return on investment.
Accounting Profits
The total revenue of a business minus the explicit costs; it's the profit figure calculated according to generally accepted accounting principles.
Total Revenues
The overall income generated by a firm or economy from its business activities, including sales of goods and services, before any expenses are deducted.
Marginal Returns
The additional output that is produced by using one more unit of a variable resource, keeping all other inputs constant.
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