Sentence:  For the industry of this model , the effect of such public pressures in the past has been to hold the price well below the short-run <WSD>profit</WSD> maximizing price ( given the wage rate and the level of GNP ) , and even below the entry limited price ( but not below average cost ) . 
Meaning of the word marked with <WSD> tags:  the excess of revenues over outlays in a given period of time (including depreciation and other non-cash expenses)