Download Demand - Universitas Esa Unggul

4
The Market Forces of Supply and
Demand
PRINCIPLES OF
ECONOMICS
FOURTH EDITION
N. G R E G O R Y M A N K I W
PowerPoint® Slides
by Ron Cronovich
© 2007 Thomson South-Western, all rights reserved
In this chapter, look for the answers to
these questions:
 What factors affect buyers’ demand for goods?
 What factors affect sellers’ supply of goods?
 How do supply and demand determine the price of
a good and the quantity sold?
 How do changes in the factors that affect demand
or supply affect the market price and quantity of a
good?
 How do markets allocate resources?
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
1
Markets and Competition
 A market is a group of buyers and sellers of a
particular product.
 A competitive market is one with many buyers
and sellers, each has a negligible effect on price.
 A perfectly competitive market:
• all goods exactly the same
• buyers & sellers so numerous that no one can
affect market price – each is a “price taker”
 In this chapter, we assume markets are perfectly
competitive.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
2
Demand
 Demand: is a willingness and an ability to pay

(comes from the behavior of buyers)
The demand function:
Demand = f{Price, income, the prices of related goods, tastes,
etc.}
other things constant
(ceteris paribus)
 Prices are the tool by which market coordinates individuals’
desires and limits how much people demand. Thus, price
mechanism ensures what people demand matches what’s
available
Example: when goods are scarce, the market reduces the
quantity people demand; as their prices go up, people buy
fewer goods, vice versa
3
Cont,…
 The quantity demanded of any good is the
amount of the good that buyers are willing and
able to purchase.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
4
Quantity Demanded
1) Desired quantity
It is the amount that consumers wish to
purchase, given the price of the product, other
prices, their incomes, their taste and everything
else that might matter
Quantity
Demanded
2) Effective quantity
It is not an idle dream but it is the amounts that
people are willing to buy, given the price they
must pay for the product
3) Continuous flow of purchase
It must therefore expressed as so much per
period of time: 1 million units per day, etc.
Source: Lipsey and Courant
5
The Law of Demand
 Quantity demanded rises as price falls, other
things constant or alternatively:
 Quantity demanded falls as price rises, other
things constant
 As price changes, people change how much of a
particular good they are willing to buy
 What accounts for the law of demand?
Individual’s tendency to substitute other goods for
goods whose relative price has gone up
 An inverse relationship between price and quantity
demanded, other things constant
6
The Demand Schedule
 Demand schedule:
A table that shows the
relationship between the
price of a good and the
quantity demanded.
 Example:
Helen’s demand for lattes.
 Notice that Helen’s
preferences obey the
Law of Demand.
CHAPTER 4
Price Quantity
of
of lattes
lattes demanded
$0.00
16
1.00
14
2.00
12
3.00
10
4.00
8
5.00
6
6.00
4
THE MARKET FORCES OF SUPPLY AND DEMAND
7
Helen’s Demand Schedule & Curve
Price Quantity
of
of lattes
lattes demanded
Price of
Lattes
$6.00
$0.00
16
1.00
14
$4.00
2.00
12
$3.00
3.00
10
$2.00
4.00
8
5.00
6
6.00
4
$5.00
$1.00
$0.00
0
CHAPTER 4
5
10
Quantity
15 of Lattes
THE MARKET FORCES OF SUPPLY AND DEMAND
8
Alasan Kurva Permintaan Berslope
Negatif
 Konsumen cenderung membagi pendapatannya untuk
mengkonsumsi bermacam barang. Peningkatan harga
salah satu barang yang dikonsumsinya berarti lebih
sedikit barang lain yang bisa dikonsumsi atau harga
relatif barang yang naik tersebut menjadi lebih mahal
diukur dengan unit barang lainnya. Hal ini yang
mendorong konsumen untuk mengurangi jumlah yang
diminta ketika harga naik
 Hukum utilitas marginal yang semakin menurun
Semakin banyak unit barang yang dikonsumsi,
tambahan kepuasan (utilitas) yang diperoleh dari
mengkonsumsi unit barang terakhir akan semakin
menurun
9
10
Market Demand versus Individual Demand
 The quantity demanded in the market is the sum of
the quantities demanded by all buyers at each price.
 Suppose Helen and Ken are the only two buyers in
the Latte market.
(Qd = quantity demanded)
Price
Helen’s Qd
Ken’s Qd
$0.00
16
+
8
=
24
1.00
14
+
7
=
21
2.00
12
+
6
=
18
3.00
10
+
5
=
15
4.00
8
+
4
=
12
5.00
6
+
3
=
9
6.00
4
+
2
=
6
Market Qd
The Market Demand Curve for Lattes
P
Qd
(Market)
$0.00
24
$5.00
1.00
21
$4.00
2.00
18
3.00
15
4.00
12
5.00
9
6.00
6
P
$6.00
$3.00
$2.00
$1.00
$0.00
Q
0
CHAPTER 4
5
10
15
20
25
THE MARKET FORCES OF SUPPLY AND DEMAND
12
Another Example
Demand for DVD
Price
(per DVD)
A
$ 0.50
B
$ 1.00
Alice’s
Demand
6
5
Terry’s
Demand
3
2
Raul’s
Demand
2
1
Market
Demand
11
8
C
D
E
$ 1.50
$ 2.00
$ 2.50
4
3
2
1
0
0
0
0
0
5
3
2
F
$ 3.00
1
0
0
1
13
Cont,…
Prices
of DVD
3.00
2.50
2.00
1.50
1.00
Terry
Market
Demand
Raul
0.50
1
2
3
4
5
6
Alice
7
8
9
10
11
Quantities
of DVD
14
15
Change in quantity demanded
 Happens due to price movements, a change in

price changes the quantity demanded
Graphically, this situation is showed by a
movement along a demand curve
Price
of X
PA
A
B
PB
Qd
QA
QB
Quantity
of X
16
Change in demand
 Happens due to the change in anything other

than price (the ‘constant factors’)
Graphically, this situation is showed by a shift
in demand (a shift in entire demand curve)
Price
of X
PA
A
B
Q d1
QA
QB
Q d2
Quantity
of X
17
Demand Curve Shifters
 The demand curve shows how price affects
quantity demanded, other things being equal.
 These “other things” are non-price determinants
of demand (i.e., things that determine buyers’
demand for a good, other than the good’s price).
 Changes in them shift the D curve…
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
18
Demand Curve Shifters: # of buyers
 An increase in the number of buyers causes
an increase in quantity demanded at each price,
which shifts the demand curve to the right.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
19
Demand Curve Shifters: # of buyers
Suppose the number
of buyers increases.
Then, at each price,
quantity demanded
will increase
(by 5 in this example).
P
$6.00
$5.00
$4.00
$3.00
$2.00
$1.00
Q
$0.00
0
CHAPTER 4
5
10
15
20
25
30
THE MARKET FORCES OF SUPPLY AND DEMAND
20
Demand Curve Shifters: income
 Demand for a normal good is positively related
to income.
• An increase in income causes increase
in quantity demanded at each price, shifting
the D curve to the right.
(Demand for an inferior good is negatively
related to income. An increase in income shifts
D curves for inferior goods to the left.)
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
21
Demand Curve Shifters:
prices of
related goods
 Two goods are substitutes if
an increase in the price of one causes
an increase in demand for the other.
 Example: pizza and hamburgers.
An increase in the price of pizza
increases demand for hamburgers,
shifting hamburger demand curve to the right.
 Other examples: Coke and Pepsi,
laptops and desktop computers,
compact discs and music downloads
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
22
Demand Curve Shifters:
prices of
related goods
 Two goods are complements if
an increase in the price of one causes
a fall in demand for the other.
 Example: computers and software.
If price of computers rises, people buy fewer
computers, and therefore less software.
Software demand curve shifts left.
 Other examples: college tuition and textbooks,
bagels and cream cheese, eggs and bacon
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
23
Demand Curve Shifters: tastes
 Anything that causes a shift in tastes toward a
good will increase demand for that good
and shift its D curve to the right.
 Example:
The Atkins diet became popular in the ’90s,
caused an increase in demand for eggs,
shifted the egg demand curve to the right.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
24
Demand Curve Shifters: expectations
 Expectations affect consumers’ buying
decisions.
 Examples:
• If people expect their incomes to rise,
their demand for meals at expensive
restaurants may increase now.
• If the economy turns bad and people worry
about their future job security, demand for
new autos may fall now.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
25
Demand Curve Shifters: taxes & subsidies
 Taxes
Taxes levied on consumers increase the
cost of goods to consumers and therefore
reduce demand for those goods
Subsidies
 Subsidies have the opposite effect
 Subsidies reduce the cost of goods to
consumers and therefore increase demand
for those goods


26
Demand Curve Shifters: population growth
 Population growth does not by itself create new

demand. The additional people must have
purchasing power (that is, earning income)
before demand is change
If population growth results in an extra
employed people, then the following statement
is usually true:
An increase in population will shift the demand
of most products to the right, indicating that
more will be bought at each price
27
Summary: Variables That Affect Demand
Variable
A change in this variable…
Price
…causes a movement
along the D curve
No. of buyers
…shifts the D curve
Income
…shifts the D curve
Price of
related goods
…shifts the D curve
Tastes
…shifts the D curve
Expectations
…shifts the D curve
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
28
Cont,…
Variable
A change in this variable…
Taxes
…shifts the D curve
Subsidies
…shifts the D curve
Population
growth
…shifts the D curve
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
29
Additional Information on Demand
Each individual has his/her owns limitations
on how much of goods or services that they
can consume..
The limit is perhaps time constraint, the
number of his/her fortunes or the work of
the law of diminishing marginal utility—
an increase in consuming one good/service
will eventually decrease utility derived from
that consumption
Consequently, these facts are depicted on
the graph by the intersection of the demand
curve with each of the axis – Case and Fair
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
30
Cont.,…
The demand curve will intersect with axis if…
causes…
Axis
Price (Y)
the limitation on consumer’s
income and wealth
Quantity (X)
the limitation of time and
the work of the law of
diminishing marginal
utility
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
31
Cont.,…
P
$6.00
$5.00
$4.00
$3.00
$2.00
$1.00
Q
$0.00
0
CHAPTER 4
5
10
15
20
25
30
THE MARKET FORCES OF SUPPLY AND DEMAND
32
Kurva Permintaan Memotong Sumbu
 Kurva permintaan akan memotong sumbu harga (Y)
sebagai akibat terbatasnya pendapatan dan kekayaan
rumah tangga. Akan ada tingkat harga tertentu yang
maksimal bisa disanggupi oleh konsumen
 Kurva permintaan akan memotong sumbu kuantitas (X)
sebagai akibat keterbatasan waktu dan hukum utilitas
marginal yang semakin menurun. Keterbatasan waktu
menyebabkan jumlah yang diminta konsumen pada
saat harga suatu barang adalah nol terbatas. Pada
tingkat konsumsi tertentu, tambahan utilitas yg didapat
dari mengkonsumsi suatu barang sama dengan nol.
Sehingga mengkonsumsi lebih banyak dari titik ini tidak
memberikan manfaat bagi konsumen.
33
ACTIVE LEARNING
Demand curve
1:
Draw a demand curve for music downloads.
What happens to it in each of the following
scenarios? Why?
A. The price of iPods
falls
B. The price of music
downloads falls
C. The price of
compact discs falls
34
ACTIVE LEARNING
A. price of iPods falls
1:
Music downloads
and iPods are
complements.
Price of
music
downloads
A fall in price of
iPods shifts the
demand curve for
music downloads
to the right.
P1
D1
Q1
Q2
D2
Quantity of
music downloads
35
1:
B. price of music downloads falls
ACTIVE LEARNING
Price of
music
downloads
The D curve
does not shift.
Move down along
curve to a point with
lower P, higher Q.
P1
P2
D1
Q1
Q2
Quantity of
music downloads
36
ACTIVE LEARNING
C. price of CDs falls
1:
CDs and
music downloads
are substitutes.
Price of
music
downloads
A fall in price of CDs
shifts demand for
music downloads
to the left.
P1
D2
Q2
Q1
D1
Quantity of
music downloads
37
Supply
 Supply comes from the behavior of sellers.
 The quantity supplied of any good is the
amount that sellers are willing and able to sell.
 Law of supply: the claim that the quantity
supplied of a good rises when the price of the
good rises, other things equal
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
38
The Supply Schedule
 Supply schedule:
A table that shows the
relationship between the
price of a good and the
quantity supplied.
 Example:
Starbucks’ supply of lattes.
 Notice that Starbucks’
supply schedule obeys the
Law of Supply.
CHAPTER 4
Price
of
lattes
Quantity
of lattes
supplied
$0.00
0
1.00
3
2.00
6
3.00
9
4.00
12
5.00
15
6.00
18
THE MARKET FORCES OF SUPPLY AND DEMAND
39
Starbucks’ Supply Schedule & Curve
Price
of
lattes
Quantity
of lattes
supplied
$0.00
0
1.00
3
2.00
6
$3.00
3.00
9
$2.00
4.00
12
5.00
15
6.00
18
P
$6.00
$5.00
$4.00
$1.00
$0.00
Q
0
CHAPTER 4
5
10
15
THE MARKET FORCES OF SUPPLY AND DEMAND
40
Market Supply versus Individual Supply
 The quantity supplied in the market is the sum of
the quantities supplied by all sellers at each price.
 Suppose Starbucks and Jitters are the only two
sellers in this market.
(Qs = quantity supplied)
Market Qs
Price
Starbucks
Jitters
$0.00
0
+
0
=
0
1.00
3
+
2
=
5
2.00
6
+
4
=
10
3.00
9
+
6
=
15
4.00
12
+
8
=
20
5.00
15
+
10
=
25
6.00
18
+
12
=
30
The Market Supply Curve
P
QS
(Market)
$0.00
0
1.00
5
2.00
10
$4.00
3.00
15
$3.00
4.00
20
$2.00
5.00
25
6.00
30
P
$6.00
$5.00
$1.00
Q
$0.00
0
CHAPTER 4
5
10 15
20 25 30
35
THE MARKET FORCES OF SUPPLY AND DEMAND
42
Supply Curve Shifters
 The supply curve shows how price affects
quantity supplied, other things being equal.
 These “other things” are non-price determinants
of supply.
 Changes in them shift the S curve…
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
43
Supply Curve Shifters: input prices
 Examples of input prices:
wages, prices of raw materials.
 A fall in input prices makes production
more profitable at each output price,
so firms supply a larger quantity at each price,
and the S curve shifts to the right.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
44
Supply Curve Shifters: input prices
Suppose the
price of milk falls.
At each price,
the quantity of
Lattes supplied
will increase
(by 5 in this
example).
P
$6.00
$5.00
$4.00
$3.00
$2.00
$1.00
Q
$0.00
0
CHAPTER 4
5
10 15
20 25 30
35
THE MARKET FORCES OF SUPPLY AND DEMAND
45
Supply Curve Shifters: technology
 Technology determines how much inputs are
required to produce a unit of output.
 A cost-saving technological improvement has
same effect as a fall in input prices,
shifts the S curve to the right.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
46
Supply Curve Shifters: # of sellers
 An increase in the number of sellers increases
the quantity supplied at each price,
shifts the S curve to the right.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
47
Supply Curve Shifters: expectations
 Suppose a firm expects the price of the good it
sells to rise in the future.
 The firm may reduce supply now, to save some
of its inventory to sell later at the higher price.
 This would shift the S curve leftward.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
48
Summary: Variables That Affect Supply
Variable
A change in this variable…
Price
…causes a movement
along the S curve
Input prices
…shifts the S curve
Technology
…shifts the S curve
No. of sellers
…shifts the S curve
Expectations
…shifts the S curve
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
49
ACTIVE LEARNING
Supply curve
2:
Draw a supply curve for tax
return preparation software.
What happens to it in each
of the following scenarios?
A. Retailers cut the price of
the software.
B. A technological advance
allows the software to be
produced at lower cost.
C. Professional tax return preparers raise the
price of the services they provide.
50
2:
A. fall in price of tax return software
ACTIVE LEARNING
Price of
tax return
software
S1
The S curve
does not shift.
Move down
along the curve
to a lower P
and lower Q.
P1
P2
Q2 Q1
Quantity of tax
return software
51
2:
B. fall in cost of producing the software
ACTIVE LEARNING
Price of
tax return
software
S1
P1
S2
The S curve
shifts to the
right:
at each price,
Q increases.
Q1
Q2 Quantity of tax
return software
52
2:
C. professional preparers raise their price
ACTIVE LEARNING
Price of
tax return
software
S1
This shifts the
demand curve for
tax preparation
software, not the
supply curve.
Quantity of tax
return software
53
Supply and Demand Together
P
$6.00
D
S
$5.00
$4.00
$3.00
Equilibrium:
P has reached
the level where
quantity supplied
equals
quantity demanded
$2.00
$1.00
$0.00
Q
0
CHAPTER 4
5
10 15 20 25 30 35
THE MARKET FORCES OF SUPPLY AND DEMAND
54
Equilibrium price:
The price that equates quantity supplied
with quantity demanded
P
S
D
$6.00
P
QD QS
$5.00
$0
24
0
$4.00
1
21
5
2
18
10
3
15
15
4
12
20
5
9
25
6
6
30
$3.00
$2.00
$1.00
$0.00
Q
0
CHAPTER 4
5
10 15 20 25 30 35
THE MARKET FORCES OF SUPPLY AND DEMAND
55
Equilibrium quantity:
The quantity supplied and quantity demanded
at the equilibrium price
P
S
D
$6.00
P
QD QS
$5.00
$0
24
0
$4.00
1
21
5
2
18
10
3
15
15
4
12
20
5
9
25
6
6
30
$3.00
$2.00
$1.00
$0.00
Q
0
CHAPTER 4
5
10 15 20 25 30 35
THE MARKET FORCES OF SUPPLY AND DEMAND
56
Surplus:
when quantity supplied is greater than
quantity demanded
P
Example:
S
D Surplus
$6.00
If P = $5,
$5.00
then
QD = 9 lattes
$4.00
$3.00
and
QS = 25 lattes
$2.00
resulting in a surplus
of 16 lattes
Q
$1.00
$0.00
0
CHAPTER 4
5
10 15 20 25 30 35
THE MARKET FORCES OF SUPPLY AND DEMAND
57
Surplus:
when quantity supplied is greater than
quantity demanded
P
S Facing a surplus,
D Surplus
$6.00
sellers try to increase
$5.00
sales by cutting the price.
$4.00
This causes
QD to rise and QS to fall…
$3.00
…which reduces the
surplus.
$2.00
$1.00
$0.00
Q
0
CHAPTER 4
5
10 15 20 25 30 35
THE MARKET FORCES OF SUPPLY AND DEMAND
58
Surplus:
when quantity supplied is greater than
quantity demanded
P
Facing a surplus,
S
D Surplus
$6.00
sellers try to increase
$5.00
sales by cutting the price.
$4.00
Falling prices cause
QD to rise and QS to fall.
$3.00
Prices continue to fall until
market reaches equilibrium.
$2.00
$1.00
$0.00
Q
0
CHAPTER 4
5
10 15 20 25 30 35
THE MARKET FORCES OF SUPPLY AND DEMAND
59
Shortage:
when quantity demanded is greater than
quantity supplied
P
Example:
S
D
$6.00
If P = $1,
$5.00
then
$4.00
QD = 21 lattes
and
$3.00
QS = 5 lattes
$2.00
resulting in a
$1.00
shortage of 16 lattes
$0.00
Shortage
0
CHAPTER 4
5
Q
10 15 20 25 30 35
THE MARKET FORCES OF SUPPLY AND DEMAND
60
Shortage:
when quantity demanded is greater than
quantity supplied
P
Facing a shortage,
S
D
$6.00
sellers raise the price,
$5.00
causing QD to fall
and QS to rise,
…which reduces the
shortage.
$4.00
$3.00
$2.00
$1.00
Shortage
$0.00
Q
0
CHAPTER 4
5
10 15 20 25 30 35
THE MARKET FORCES OF SUPPLY AND DEMAND
61
Shortage:
when quantity demanded is greater than
quantity supplied
P
Facing a shortage,
S
D
$6.00
sellers raise the price,
$5.00
causing QD to fall
and QS to rise.
$4.00
Prices continue to rise
until market reaches
equilibrium.
$3.00
$2.00
$1.00
Shortage
$0.00
Q
0
CHAPTER 4
5
10 15 20 25 30 35
THE MARKET FORCES OF SUPPLY AND DEMAND
62
Three Steps to Analyzing Changes in Eq’m
To determine the effects of any event,
1. Decide whether event shifts S curve,
D curve, or both.
2. Decide in which direction curve shifts.
3. Use supply-demand diagram to see
how the shift changes eq’m P and Q.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
63
EXAMPLE:
The Market for Hybrid Cars
P
price of
hybrid cars
S1
P1
D1
Q
Q1
quantity of
hybrid cars
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
64
EXAMPLE 1: A Change in Demand
EVENT TO BE
ANALYZED:
P
Increase in price of gas.
STEP 1:
P2
D curve shifts
because
STEP 2: price of gas
affects demand for
D shifts right
hybrids.
because
high gas
STEP
3:
S
curve
doeshybrids
not
price
makes
The shift
causes
an
shift,
because
price
more attractive
increase
in price
of
gas
does
not cars.
relative to other
and quantity
affect
cost of of
hybrid cars.
producing
hybrids.
CHAPTER 4
S1
P1
D1
Q1 Q2
THE MARKET FORCES OF SUPPLY AND DEMAND
D2
Q
65
EXAMPLE 1: A Change in Demand
Notice:
When P rises,
producers supply
a larger quantity
of hybrids, even
though the S curve
has not shifted.
Always be careful
to distinguish b/w
a shift in a curve
and a movement
along the curve.
CHAPTER 4
P
S1
P2
P1
D1
Q1 Q2
THE MARKET FORCES OF SUPPLY AND DEMAND
D2
Q
66
Terms for Shift vs. Movement Along Curve
 Change in supply: a shift in the S curve
• occurs when a non-price determinant of supply
changes (like technology or costs)
 Change in the quantity supplied:
a movement along a fixed S curve
• occurs when P changes
 Change in demand: a shift in the D curve
• occurs when a non-price determinant of
demand changes (like income or # of buyers)
 Change in the quantity demanded:
a movement along a fixed D curve
• occurs when P changes
EXAMPLE 2: A Change in Supply
EVENT: New technology
P
reduces cost of
producing hybrid cars.
S1
S2
STEP 1:
S curve shifts
because
STEP 2: event affects P1
cost of production.
P2
S shifts right
D
curve does
not
because
event
STEPbecause
3:
shift,
reduces cost,
The shift causes
production
technology
makes production
price
to
fallof the
is
not
one
more profitable at
and quantity
to rise.
factors
that
affect
any given price.
demand.
CHAPTER 4
D1
Q1 Q2
THE MARKET FORCES OF SUPPLY AND DEMAND
Q
68
EXAMPLE 3: A Change in Both Supply
and Demand
EVENTS:
price of gas rises AND
new technology reduces
production costs
STEP 1:
Both curves shift.
P
S1
S2
P2
P1
STEP 2:
Both shift to the right.
STEP 3:
Q rises, but effect
on P is ambiguous:
If demand increases more
than supply, P rises.
CHAPTER 4
D1
Q1
Q2
THE MARKET FORCES OF SUPPLY AND DEMAND
D2
Q
69
EXAMPLE 3: A Change in Both Supply
and Demand
EVENTS:
price of gas rises AND
new technology reduces
production costs
P
S1
S2
STEP 3, cont.
But if supply
increases more
than demand,
P falls.
P1
P2
D1
Q1
CHAPTER 4
Q2
THE MARKET FORCES OF SUPPLY AND DEMAND
D2
Q
70
3:
Changes in supply and demand
ACTIVE LEARNING
Use the three-step method to analyze the effects of
each event on the equilibrium price and quantity of
music downloads.
Event A: A fall in the price of compact discs
Event B: Sellers of music downloads negotiate a
reduction in the royalties they must pay
for each song they sell.
Event C: Events A and B both occur.
71
ACTIVE LEARNING
A. fall in price of CDs
3:
P
The market for
music downloads
S1
STEPS
1. D curve shifts
P1
2. D shifts left
P2
3. P and Q both
fall.
D2
Q2 Q1
D1
Q
72
ACTIVE LEARNING
B. fall in cost of
royalties
3:
P
The market for
music downloads
S1
STEPS
1. S curve shifts
P1
2. S shifts right
P2
S2
3. P falls,
Q rises.
(royalties are part
of sellers’ costs)
D1
Q1 Q2
Q
73
ACTIVE LEARNING
3:
C. fall in price of CDs
AND fall in cost of royalties
STEPS
1. Both curves shift (see parts A & B).
2. D shifts left, S shifts right.
3. P unambiguously falls.
Effect on Q is ambiguous:
The fall in demand reduces Q,
the increase in supply increases Q.
74
CONCLUSION:
How Prices Allocate Resources
 One of the Ten Principles from Chapter 1:
Markets are usually a good way
to organize economic activity.
 In market economies, prices adjust to balance
supply and demand. These equilibrium prices
are the signals that guide economic decisions
and thereby allocate scarce resources.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
75
CHAPTER SUMMARY
 A competitive market has many buyers and
sellers, each of whom has little or no influence
on the market price.
 Economists use the supply and demand model to
analyze competitive markets.
 The downward-sloping demand curve reflects the
Law of Demand, which states that the quantity
buyers demand of a good depends negatively on
the good’s price.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
76
CHAPTER SUMMARY
 Besides price, demand depends on buyers’
incomes, tastes, expectations, the prices of
substitutes and complements, and # of buyers.
If one of these factors changes, the D curve shifts.
 The upward-sloping supply curve reflects the Law
of Supply, which states that the quantity sellers
supply depends positively on the good’s price.
 Other determinants of supply include input prices,
technology, expectations, and the # of sellers.
Changes in these factors shift the S curve.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
77
CHAPTER SUMMARY
 The intersection of S and D curves determine
the market equilibrium. At the equilibrium price,
quantity supplied equals quantity demanded.
 If the market price is above equilibrium,
a surplus results, which causes the price to fall.
If the market price is below equilibrium,
a shortage results, causing the price to rise.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
78
CHAPTER SUMMARY
 We can use the supply-demand diagram to
analyze the effects of any event on a market:
First, determine whether the event shifts one or
both curves. Second, determine the direction of
the shifts. Third, compare the new equilibrium to
the initial one.
 In market economies, prices are the signals that
guide economic decisions and allocate scarce
resources.
CHAPTER 4
THE MARKET FORCES OF SUPPLY AND DEMAND
79