-Not the Highest Prices: Many people believe that a monopoly will charge the highest price they can. This is not true because if the price is too high, sales and revenues will decline. -Total Profit: The monopolist seeks total profit, not unit profit. This is because additional sales offset the lower unit profit. -Possibility of Losses: Economic profit is more likely for a monopolist than a pure competitor. However, they can have losses. Demand can decrease or costs could escalate which would result in losses.