7
Consumers, Producers, and the
Efficiency of Markets
PRINCIPLES OF
ECONOMICS
FOURTH EDITION
N. G R E G O R Y M A N K I W
Premium PowerPoint® Slides
by Ron Cronovich
2008 update
© 2008 South-Western, a part of Cengage Learning, all rights reserved
In this chapter, look for the answers to
these questions:
 What is consumer surplus? How is it related to
the demand curve?
 What is producer surplus? How is it related to the
supply curve?
 Do markets produce a desirable allocation of
resources? Or could the market outcome be
improved upon?
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CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
1
Willingness to Pay (WTP)
A buyer’s willingness to pay for a good is the
maximum amount the buyer will pay for that good.
WTP measures how much the buyer values the
good.
name
WTP
Anthony $250
Chad
175
Flea
300
John
125
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Example:
4 buyers’ WTP
for an iPod
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
2
WTP and the Demand Curve
Q: If price of iPod is $200, who will buy an iPod,
and what is quantity demanded?
A: Anthony & Flea will buy an iPod,
Chad & John will not.
name
WTP
Anthony $250
Chad
175
Flea
300
John
125
CHAPTER 7
Hence, Qd = 2
when P = $200.
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
3
WTP and the Demand Curve
Derive the
demand
schedule:
P (price
of iPod)
who buys
Qd
$301 & up nobody
0
251 – 300 Flea
1
Anthony $250
176 – 250 Anthony, Flea
2
Chad
175
3
Flea
300
Chad, Anthony,
126 – 175
Flea
125
John, Chad,
0 – 125
Anthony, Flea
4
name
John
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WTP
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
4
WTP and the Demand Curve
P
$350
$300
P
Qd
$250
$200
$301 & up
0
251 – 300
1
$150
176 – 250
2
$100
$50
126 – 175
3
0 – 125
4
$0
Q
0
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1
2
3
4
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
5
About the Staircase Shape…
P
This D curve looks like a staircase
with 4 steps – one per buyer.
$350
$300
If there were a huge # of buyers,
as in a competitive market,
$250
$200
there would be a huge #
of very tiny steps,
$150
and it would look
more like a smooth
curve.
$100
$50
$0
Q
0
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1
2
3
4
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
6
WTP and the Demand Curve
P
Flea’s WTP
$350
$300
Anthony’s WTP
$250
$200
Chad’s WTP
John’s
WTP
$150
$100
$50
$0
At any Q,
the height of
the D curve is
the WTP of the
marginal buyer,
the buyer who
would leave the
market if P were
any higher.
Q
0
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1
2
3
4
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
7
Consumer Surplus (CS)
Consumer surplus is the amount a buyer is willing
to pay minus the amount the buyer actually pays:
CS = WTP – P
name
WTP
Anthony $250
Suppose P = $260.
Flea’s CS = $300 – 260 = $40.
Chad
175
Flea
300
The others get no CS because
they do not buy an iPod at this
price.
John
125
Total CS = $40.
STUDY GUIDE Q and As
8
CS and the Demand Curve
P
P = $260
Flea’s WTP
$350
$300
Flea’s CS =
$300 – 260 = $40
$250
$200
Total CS = $40
$150
$100
$50
$0
Q
0
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1
2
3
4
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
9
CS and the Demand Curve
P
Flea’s WTP
$350
$300
Anthony’s WTP
$250
$200
Instead, suppose
P = $220
Flea’s CS =
$300 – 220 = $80
Anthony’s CS =
$250 – 220 = $30
$150
Total CS = $110
$100
$50
$0
Q
0
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1
2
3
4
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
10
CS and the Demand Curve
P
The lesson:
Total CS equals
the area under
the demand curve
above the price,
from 0 to Q.
$350
$300
$250
$200
$150
$100
$50
$0
Q
0
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1
2
3
4
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
11
CS with Lots of Buyers & a Smooth D Curve
At Q = 5(thousand),
Price
P
the marginal buyer
per pair
$ 60
is willing to pay $50
50
for pair of shoes.
Suppose P = $30.
40
Then his consumer
surplus = $20.
30
The demand for shoes
1000s of pairs
of shoes
20
10
D
Q
0
0
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5 10 15 20 25 30
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
12
CS with Lots of Buyers & a Smooth D Curve
CS is the area b/w
P and the D curve,
from 0 to Q.
Recall: area of
a triangle equals
½ x base x height
Height =
$60 – 30 = $30.
So,
CS = ½ x 15 x $30
= $225.
P
The demand for shoes
$ 60
50
h
40
30
20
10
D
Q
0
0
5 10 15 20 25 30
STUDY GUIDE Q and As
13
How a Higher Price Reduces CS
If P rises to $40,
CS = ½ x 10 x $20
= $100.
Two reasons for the
fall in CS.
P
60
50
1. Fall in CS
due to buyers
leaving market
40
30
2. Fall in CS due to
remaining buyers
paying higher P
20
10
D
Q
0
0
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5 10 15 20 25 30
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
14
ACTIVE LEARNING
Consumer surplus 50
P
A. Find marginal
buyer’s WTP at
Q = 10.
1:
demand curve
$ 45
40
35
B. Find CS for
30
P = $30.
25
Suppose P falls to $20. 20
How much will CS
15
increase due to…
10
C. buyers entering
5
the market
0
D. existing buyers
0
paying lower price
5
10
15
20
Q
25
15
ACTIVE LEARNING
Answers
1:
P
50
$ 45
A. At Q = 10, marginal
buyer’s WTP is $30. 40
35
B. CS = ½ x 10 x $10
30
= $50
25
P falls to $20.
20
C. CS for the
15
additional buyers
10
= ½ x 10 x $10 = $50
5
D. Increase in CS
0
on initial 10 units
0
= 10 x $10 = $100
demand curve
5
10
15
20
Q
25
16
Cost and the Supply Curve
 Cost is the value of everything a seller must give
up to produce a good (i.e., opportunity cost).
 Includes cost of all resources used to produce
good, including value of the seller’s time.
 Example: Costs of 3 sellers in the lawn-cutting
business.
name
cost
Angelo
$10
Hunter
20
Kitty
35
A seller will only produce and
sell the good if the price
exceeds his or her cost.
Hence, cost is a measure of
willingness to sell.
STUDY GUIDE Q and As
17
Cost and the Supply Curve
Derive the supply schedule
from the cost data:
name
Qs
$0 – 9
0
10 – 19
1
20 – 34
2
35 & up
3
cost
Angelo
$10
Hunter
20
Kitty
35
CHAPTER 7
P
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
18
Cost and the Supply Curve
P
$40
$30
$20
$10
$0
P
Qs
$0 – 9
0
10 – 19
1
20 – 34
2
35 & up
3
Q
0
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1
2
3
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
19
Cost and the Supply Curve
P
$40
Kitty’s
cost
$30
$20
Hunter’s
cost
$10
Angelo’s cost
$0
Q
0
CHAPTER 7
1
2
At each Q, the
height of the S curve
is the cost of the
marginal seller,
the seller who would
leave the market if
the price were any
lower.
3
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
20
Producer Surplus
PS = P – cost
P
$40
Producer surplus (PS):
the amount a seller
is paid for a good
minus the seller’s cost.
$30
$20
$10
$0
Q
0
1
2
3
STUDY GUIDE Q and As
21
Producer Surplus and the S Curve
PS = P – cost
P
$40
Kitty’s
cost
$30
$20
Hunter’s
cost
$10
Angelo’s cost
$0
Q
0
CHAPTER 7
1
2
3
Suppose P = $25.
Angelo’s PS = $15
Hunter’s PS = $5
Kitty’s PS = $0
Total PS = $20
Total PS equals the
area above the supply
curve under the price,
from 0 to Q.
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
22
PS with Lots of Sellers & a Smooth S Curve
Suppose P = $40.
Price
per pair
At Q = 15(thousand),
the marginal seller’s
cost is $30,
and her producer
surplus is $10.
P
The supply of shoes
60
S
50
40
30
1000s of pairs
of shoes
20
10
Q
0
0
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5 10 15 20 25 30
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
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PS with Lots of Sellers & a Smooth S Curve
PS is the area b/w
P and the S curve,
from 0 to Q.
The height of this
triangle is
$40 – 15 = $25.
So,
PS = ½ x b x h
= ½ x 25 x $25
= $312.50
P
60
S
50
40
30
h
20
10
Q
0
0
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The supply of shoes
5 10 15 20 25 30
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
24
How a Lower Price Reduces PS
If P falls to $30,
PS = ½ x 15 x $15
= $112.50
60
Two reasons for
the fall in PS.
40
2. Fall in PS due to
remaining sellers
getting lower P
P
50
1. Fall in PS
due to sellers
leaving market
30
20
10
Q
0
0
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S
5 10 15 20 25 30
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
25
ACTIVE LEARNING
Producer Surplus
2:
P
50
A. Find marginal
45
seller’s cost
40
at Q = 10.
35
B. Find total PS for
30
P = $20.
25
Suppose P rises to $30. 20
Find the increase
15
in PS due to…
10
C. selling 5
5
additional units
0
D. getting a higher price
0
on the initial 10 units
supply curve
5
10
15
20
Q
25
26
ACTIVE LEARNING
Answers
A. At Q = 10,
marginal cost = $20
B. PS = ½ x 10 x $20
= $100
P rises to $30.
C. PS on
additional units
= ½ x 5 x $10 = $25
D. Increase in PS
on initial 10 units
= 10 x $10 = $100
2:
supply curve
P
50
45
40
35
30
25
20
15
10
5
0
0
5
10
15
20
Q
25
27
What do CS, PS, and Total Surplus Measure?
CS = (value to buyers) – (amount paid by buyers)
= buyers’ benefit from participating in the market
PS = (amount received by sellers) – (cost to sellers)
= sellers’ benefit from participating in the market
Total surplus = CS + PS
= total gains from trade in a market
STUDY GUIDE Q and As
28
The Market’s Allocation of Resources
 In a market economy, the allocation of resources
is decentralized, determined by the interactions
of many self-interested buyers and sellers.
 Is the market’s allocation of resources desirable?
Or would a different allocation of resources make
society better off?
 To answer this, we use total surplus as a
measure of society’s well-being.
CHAPTER 7
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
29
Measuring Society’s Well-Being
Total surplus
= CS + PS
= (value to buyers) – (amount paid by buyers)
+ (amount received by sellers) – (cost to sellers)
= (value to buyers) – (cost to sellers)
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CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
30
Efficiency
Total
= (value to buyers) – (cost to sellers)
surplus
An allocation of resources is efficient if it maximizes
total surplus. Efficiency means:
• Raising or lowering the quantity of a good
would not increase total surplus.
• The goods are being produced by the producers
with lowest cost.
• The goods are being consumed by the buyers
who value them most highly.
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31
Efficiency
Total
= (value to buyers) – (cost to sellers)
surplus
 Efficiency means making the pie as big as
possible.
 In contrast, equity refers to whether the pie is
divided fairly.
 What’s “fair” is subjective, harder to evaluate.
 Hence, we focus on efficiency as the goal,
even though policymakers in the real world
usually care about equity, too.
CHAPTER 7
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
32
Evaluating the Market Equilibrium
Market eq’m:
P = $30
Q = 15,000
Total surplus
= CS + PS
Is the market eq’m
efficient?
P
60
S
50
40
CS
30
PS
20
10
D
Q
0
0
5 10 15 20 25 30
STUDY GUIDE Q and As
33
Which Buyers Get to Consume the Good?
Every buyer
whose WTP is
≥ $30 will buy.
Every buyer
whose WTP is
< $30 will not.
So, the buyers who
value the good most
highly are the ones
who consume it.
P
60
S
50
40
30
20
10
D
Q
0
0
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CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
34
Which Sellers Produce the Good?
Every seller whose
cost is ≤ $30 will
produce the good.
Every seller whose
cost is > $30 will
not.
Hence, the sellers
with the lowest cost
produce the good.
P
60
S
50
40
30
20
10
D
Q
0
0
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CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
35
Does Eq’m Q Maximize Total Surplus?
At Q = 20,
cost of producing
the marginal unit
is $35
P
60
value to consumers
of the marginal unit
is only $20
40
Hence, can increase
total surplus
by reducing Q.
20
This is true at any Q
greater than 15.
0
CHAPTER 7
S
50
30
10
D
Q
0
5 10 15 20 25 30
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
36
Does Eq’m Q Maximize Total Surplus?
At Q = 10,
cost of producing
the marginal unit
is $25
P
60
value to consumers
of the marginal unit
is $40
40
Hence, can increase
total surplus
by increasing Q.
20
This is true at any Q
less than 15.
0
CHAPTER 7
S
50
30
10
D
Q
0
5 10 15 20 25 30
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
37
Evaluating the Market Eq’m: Summary
The market eq’m is efficient:
• Eq’m Q maximizes total surplus.
• Goods produced by the lowest-cost producers.
• Consumed by buyers who value them the most.
Govt cannot improve on the market outcome.
CHAPTER 7
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
38
Why Non-Market Allocations Are Usually Bad
 Suppose the allocation of resources were instead
determined by a central planner.
 To choose efficient allocation, planner must know
• every seller’s cost
• every buyer’s WTP
for every good produced in the economy.
 This is practically impossible.
Thus, centrally planned economies are never very
efficient.
CHAPTER 7
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
39
CHAPTER SUMMARY
 The height of the D curve reflects the value of the
good to buyers—their willingness to pay for it.
 Consumer surplus is the difference between what
buyers are willing to pay for a good and what they
actually pay.
 On the graph, consumer surplus is the area
between P and the D curve.
CHAPTER 7
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
40
CHAPTER SUMMARY
 The height of the S curve is sellers’ cost of
producing the good. Sellers are willing to sell if
the price they get is at least as high as their cost.
 Producer surplus is the difference between what
sellers receive for a good and their cost of
producing it.
 On the graph, producer surplus is the area
between P and the S curve.
CHAPTER 7
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
41
CHAPTER SUMMARY
 To measure of society’s well-being, we use
total surplus, the sum of consumer and producer
surplus.
 Efficiency means that total surplus is maximized,
that the goods are produced by sellers with lowest
cost, and that they are consumed by buyers who
most value them.
 Under perfect competition, the market outcome is
efficient. Altering it would reduce total surplus.
CHAPTER 7
CONSUMERS, PRODUCERS, EFFICIENCY OF MARKETS
42