ECON 103 Chapter Notes - Chapter 13: Demand Curve, Marginal Revenue, Takers

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Chapter 13 readings: 13. 1 facing a downward sloping demand curve (page 333) There are markets for which firms have various advantages over other firms. In such markets, when a firm raises the price of its product, not every customer abandons the firm and buys elsewhere. Some customers remain behind and purchase at the higher price. In these markets, the firms are no longer price takers, since the amount of output they produce determines the price they can charge. These types of firms are called price searchers. A price searching firm faces a downward sloping demand curve. When information is costly, consumers don"t switch brands or stores completely due to a price change. When different firms offer different prices, consumers often suspect that the difference actually reflects something they simply don"t know about. As information improves, firms find the elasticity of demand for their products increases; with perfect information the firms become price takers.

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