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4 Learning Goals
Micro Chapter
p
10
Price--Searcher Markets With Low
Price
Entry Barriers
Competitive PricePriceSearcher Markets
1) Characterize and explain the output
decisions of competitive price-searcher
markets.
2) Bring out the role of the entrepreneur in
decision making and firm organization.
3) Determine the costs and benefits of this
market structure
4) Justify the practice of price discrimination
These markets are also called
monopolistic competition because
they have characteristics similar to
other types of markets:
Many sellers
Low entry barriers
Sell differentiated but similar products
These firms have to work very hard to
convince you to buy their products
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The same decision rules apply:
Watch video: You’ve Got MailMailmonopolistic competition
(1) Close if:
MR < AVC, or
TR < TVC
(2) K
Keep producing
d i as llong as MR > MC
But now the firm has some control over
price
Output in the Short Run:
If profit exists, new firms will enter and
“steal” some of your customers
Graph of SR profits:
Watch content video: Short run profits
– Your demand curve will shift left
If losses exist,
exist some existing firms will exit
and you will gain customers
– Your demand curve will shift right
Graph of SR losses:
Watch content video: Short run losses
Another example of fighting over
customers:
Watch video: PixarPixar-one man band
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Q10.1 If firms in a competitive priceprice-searcher market are
currently experiencing economic profits, then over time,
1. new firms will enter the market, and the current firms will
experience a decrease in demand for their products.
2. new firms will enter the market, and the current firms will
experience an increase in demand for their products.
3. some existing firms will exit the market, and the
remaining
i i fi
firms will
ill experience
i
an iincrease iin d
demand
d
for their products.
4. some existing firms will exit the market, and the
remaining firms will experience a decrease in demand for
their products.
Output in the Long Run:
As firms exit and enter the industry, the
firm demand curve shifts until zero profit
exists
At zero profit – no more entry or exit
Key Point:
Since each firm produces a differentiated
product, we don’t speak of a market
supply or demand curve but only of a firm
supply and demand curve
Q10.2 The fact that barriers to entry are low in competitive
price--searcher markets means that if current firms are
price
making economic losses,
1.
2.
3
3.
4.
these losses will remain in the long run because no firms
can exit the market.
current firms will exit the market, causing the demand
curves that face the remaining firms to increase.
new firms will enter the market
market, causing the demand
curves that face the existing firms to decrease.
new firms will enter the market, causing no change in
the demand curves that face the existing firms in the
market.
Graph of LR:
Watch content video: long run
A local grocery store has a truly immense array of famous
brands of beer from all over the world, with lots of examples
of microbrews from all regions on the United States. How
can a small brand stand out from the shelves against all this
competition? In other words, how can the manufacturer
practice product differentiation and get the customer’s
attention? These companies have no national advertising
budgets; they are not sponsoring the Super Bowl. The trick
appears to be some clever eyeeye-catching name. Years ago
we saw Black Dog and Pete’s Wicked Ale. Today we have
Arrogant Bastard Ale
Ale, a fairly heavy brew whose label tells
the customer that he or she probably isn’t tough enough to
drink this bottle and should instead buy one of the wimpy
standard brands with a multimulti-million
million--dollar advertising
budget. That is a clever name and a clever challenge.
While I didn’t buy a bottle, it has stuck in my mind and
probably will win me over the next time I shop.
Q: Think up a name for a brand of beer that you will create.
The only requirements are that your brand name cannot be
unprintable in a family newspaper and must be the best
possible name to sell more of the beer.
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Q10.3 When a competitive priceprice-searcher market is
in longlong-run equilibrium, the firms will
earn economic profit.
operate at an output level that minimizes longlongrun average total cost.
3. charge a price that is equal to average total
cost.
cost
4. operate at an output level where price is equal
to marginal cost.
1.
2.
Q10.4 If a price searcher is producing at a level of
output such that its marginal cost is $5 and its
marginal revenue is $3, the firm should
increase output in order to reduce per
per--unit
costs.
2. decrease the price of its product and expand
p
output.
3. increase price and reduce its rate of output.
4. reduce both price and output.
1.
60
Examples of Monopolistic
Competition:
Network television, Fox enters the market
SUVs
Reality TV shows
Complex Decision
Making and the
Entrepreneur
Q10.5 In order to be successful in a competitive market
economy, an entrepreneur must
1.
Read this section carefully on your own
Main points:
(1) An entrepreneur is someone who
makes
k d
decisions
i i
b
based
d upon uncertainty,
t i t
discovery, and business judgment.
(2) These decisions cannot be graphed or
modeled
2.
3.
4.
provide buyers at least as much satisfaction per dollar
spent as the buyer could get elsewhere.
supply consumers with goods and services valued less
highly than the resources necessary to produce them.
take resources from other producers, thus reallocating
wealth
lth but
b t nott creating
ti new wealth.
lth
gain government grants and subsidies.
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Read this section carefully on your own
Entrepreneurship and
g
Economic Progress
Main Points:
Entrepreneurs play a vital role in economic
progress by discovering new products and
services that create wealth
Market forces provide incentives (and
signals) for entrepreneurs to try new ideas
Watch video: Pirates of Silicon ValleyValleystart of Apple
Q10.6 Economic analysis suggest that in a competitive
market economy, when an entrepreneur has made a large
profit,
Here’s the critical piece of the Microsoft
story:
Watch video: Pirates of Silicon ValleyValleylicense DOS to IBM
1.
2.
3.
4.
consumer benefits must have been reduced by at least
the amount of the profit.
other producers have lost profits of the same size.
economic progress for society as a whole has normally
been enhanced.
enhanced
luck or chance, rather than productive activity, has
nearly always been the largest factor.
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Q10.7 (MA) Compared to the outcome when the
firms are price takers, competitive priceprice-searcher
markets will result in
Evaluating Competitive
Price--Searcher Markets
Price
What’s good and bad about this
kind of market structure?
A tradeoff exists –
– with fewer firms the ATC is lower (good) but
product variety is also lower (bad)
– with more firms the ATC is higher (bad) but
variety is also higher (good)
a wider variety of products.
less product variety.
3. lower prices.
4 higher prices.
4.
prices.
1.
2.
Q10.8 Some economists argue that competitive
price--searcher markets are inefficient because
price
1. the firms earn economic profits in the long run.
2. the firms' marginal costs and marginal revenues
are not always equal.
3. firms do not produce the output rate that would
minimize their average total costs.
costs
4. barriers to entry are high.
ATC is higher mainly due to brand
promotion
Evaluating these kinds of
markets & economic progress
Evaluating these kinds of
markets & economic progress
Here are two different interpretations:
1) Recall the shortshort-run dynamics: positive
profits, new firms enter, existing firms
lose customers
What if new firms expand the size of the
market so that existing firms also grow?
Why do similar stores and restaurants open
close to each other?
Alternative analysis: positive profits, new
firms enter, new and existing firms attract
customers, both demand curves shift right
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Evaluating these kinds of
markets & economic progress
2) Recall the long
long--run equilibrium: zero profit, no
entry or exit
No entrepreneur will want to settle for this
As the market conditions begin to reach this point,
the entrepreneur must then get creative to keep
positive profits
Innovation and invention will keep markets away
from longlong-run equilibrium
Driven by the profit motive, entrepreneurs
continually drive economic progress
What is price discrimination?
The practice of selling the same good to
two or more groups of people at different
prices
Who can price discriminate?
Any firm that
A Special Case: Price
Discrimination
Disney World offers tourists a threethree-day pass that
costs several hundred dollars. But Floridians can
obtain the same pass for a bit more than $100.
This is a great example of demanddemand-based price
discrimination. The cost to Disney of letting a
Floridian or an outout-of
of--stater into the park is the
same. But the out
out--of
of--staters, having traveled to
Florida, often with the sole purpose of visiting
Disney World, have a very inelastic demand,
while the Floridians have lots off other ways they
can spend time while at home. Their demand is
more elastic. It is easy for Disney to separate the
two markets. All it needs to do is to ask those
people seeking to purchase the cheap tickets to
show a Florida driver’s license.
Q: Is there any way you can get around Disney’s
clever way of separating the markets for these
discount passes?
Why do firms price discriminate?
To increase profits
– (1) has a downwarddownward-sloping demand curve
– (2) can separate its customers into at least
two groups
– (3) can prevent customers from rere-trading the
product
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Graph:
How do firms price discriminate?
By setting a relatively high price for those
customers with inelastic demand and a
relatively low price for those customers
with elastic demand
See handout “discrimgraphs.pdf”
“discrimgraphs.pdf”
As you approach Los Angeles International Airport by car,
the price of regular gasoline changes dramatically. The
stations near the freeway exit charge about 30 cents a
gallon less than does the last gas station before the car
rental return offices. If you go farther beyond the airport,
prices again drop off quickly. The stations are price
discriminating to take advantage of the customers’ different
price elasticities of demand. Customers who have waited
until just before the rental office face the choice of gassing
up for $2
$2.35
35 or of letting the rental company charge them
over $5 per gallon to fill up. The station’s only competition is
the rental company; and the $5 price limits what the nearby
station can charge. Markets are neatly separatedseparated- you
won’t drive back to a cheaper station once you’re near the
rental office, and you can’t buy gasoline from some sidewalk
peddler who has gotten it cheaper.
Q: If this is true, why doesn’t the gas station nearest the car
rental offices charge $5 per gallon?
Examples:
Airlines – Saturday night stay usually indicates
vacation traveler (more elastic) while nonnonSaturday indicates business traveler (more
inelastic)
Grocery stores – coupons and saver cards;
those who cut coupons and have saver cards
are usually more elastic demanders
Universities – in
in--state versus out
out--of
of--state tuition;
in--state students are usually more elastic
in
demanders
Q9.10 If a movie theater is going to gain by charging
students a dollar less than other customers,
Q10.10 (MA) Which of the following are necessary
conditions for effective price discrimination?
the demand of students must be more elastic
than that of other customers
2. the demand of students must be less elastic
than that of other customers
3 students
3.
t d t mustt h
have hi
higher
h iincomes th
than other
th
customers.
4. other customers must enjoy movies more than
students.
1.
1.
The firm must face a downward
downward--sloping demand
curve.
2. There must be at least two distinguishable
groups of consumers.
3 The producer must be a pure monopolist
3.
monopolist.
4. The seller must be able to prohibit buyers from
easily reselling the product to other potential
buyers.
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Question Answers:
10.0 = 1
10.2 = 2
10.3 = 3
10.4 = 3
10.5 = 1
10.6 = 3
10.7 = 1 & 4
10.8 = 3
10.9 = 1
10.10 = 1, 3 & 4
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