ECON 101 Lecture Notes - Lecture 19: Product Differentiation, Customer Service, Market Power

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29 Nov 2016
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ECON 101 Full Course Notes
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5 forces: potential entrants, customers, potential substitutes, suppliers, current competitors. Force 1: current competitors: type and intensity of competition. Intensity more competitors are producing similar goods. New entry can increase supply and intensity of competition. Substitutes will decrease demand for yours: think expansively, larger threat with low switching costs. Ability of suppliers depends on bargaining power: price of inputs. Pure price competition will drive economic profits to zero. Bertrand paradox: just 1 competitor will drive profits to 0. Product differentiation: blunts incentive for rival to undercut price, attract (cid:862)sticky(cid:863) customers. Want to be close to centrist customers more supply. Want to be far away to create more sticky customers higher prices. Figure out where in product differentiation spectrum you want to be. Advertising attempts to increase demand + make demand less elastic. Firm demand, not market demand: types of advertising. Pervasive advertising convince: whether or not it is in your best interest.

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