ECON 101 Lecture Notes - Lecture 7: Demand Curve, Marginal Revenue

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30 Apr 2018
Department
Course
Professor
Economics 101
Lori Leachman
Part 7 Lecture
Assume MONOPOLISTIC COMPETITION (started in Lecture 6)
o Two decisions: how much to produce & what to price it
o Large number of small firms, no barriers, heterogeneous product
o Price does not have perfect info - including advertising
o Heterogeneous product & substitutes - demand is downward sloping
Large number of substitutes - very elastic demand (relatively flat)
o Marginal Revenue is less than Demand - for all firms in all other industries other than PC
Both downward sloping
Demand is elastic (relatively flat) - some ability to set price
o Set Q* where MC = MR
Extend Q* up to demand curve to determine price (Q* sets price on demand)
o Breakeven: ATC is not at minimum where P* and Q* intersect - not at MES
Firm does not produce at minimum efficient scale in long run
Inability to scale due to heterogeneous products - premium for choice
o Long Run adjustment (changes in Demand)
Losses in Long Run: lead to firms exiting & remaining firms breakeven
Some firms exit, less substitutes in market, makes demand more inelastic
(straighter), and increases MR - increases price and quantity demanded
Profits in Long Run: lead to firms entering & remain firms breakeven
Some firms enter, more substitutes in market, makes demand more elastic
(flatter), and decreases MR - decreases price and quantity demanded
Assume OLIGOPOLY/MONOPOLY
o Demand curve even steeper (very inelastic - very straight)
Firm is able to set a higher price - fewer substitutes (outside industry)
o Barriers to entry/exit - no long run break-even - can sustain profits/losses forever
Government intervention to subsidize or prevent mergers... etc
o Few substitutes - significant advertising
o Action & reaction between firms changing prices - interactive nature
“Kinked” demand curve, odd demand curve (not important)
o Airline, Harley Davidson examples** shifts in costs - results in Price & Quantity
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