Download (a) Monopolistically Competitive Firm

Firms in Markets
The Four Types of Market Structure
Number of Firms?
Many
firms
Type of Products?
One
firm
Monopoly
• Tap water
• Cable TV
Few
firms
Oligopoly
• Tennis balls
• Crude oil
Differentiated
products
Monopolistic
Competition
• Novels
• Movies
Identical
products
Perfect
Competition
• Wheat
• Milk
WHAT IS A COMPETITIVE
MARKET
• A perfectly competitive market has
the following characteristics:
– There are many buyers and sellers in
the market.
– The goods offered by the various sellers
are largely the same.
– Firms can freely enter or exit the market.
WHAT IS A COMPETITIVE
MARKET
• As a result of its characteristics, the
perfectly competitive market has the
following outcomes:
– The actions of any single buyer or seller
in the market have a negligible impact
on the market price.
– Each buyer and seller takes the market
price as given.
WHAT IS A COMPETITIVE
MARKET
• A competitive market has many
buyers and sellers trading identical
products so that each buyer and
seller is a price taker.
– Buyers and sellers must accept the
price determined by the market.
The Revenue of a Competitive
Firm
• Total revenue for a firm is the selling
price times the quantity sold.
TR = (P  Q)
• Total revenue is proportional to the amount
of output.
• Average revenue tells us how much
revenue a firm receives for the typical unit
sold.
• Average revenue is total revenue divided
The Revenue of a Competitive
Firm
• In perfect competition, average revenue
equals the price of the good.
Total revenue
Average Revenue =
Quantity
Price  Quantity

Quantity
 Price
The Revenue of a Competitive
Firm
• Marginal revenue is the change in
total revenue from an additional unit
sold.
• For competitive firms, marginal
revenue equals the price of the good.
MR =TR/ Q
Table 14-1: Total, Average, and
Marginal Revenue for a Competitive
Total
Average Marginal
Firm
Quantity
(in litres)
Price
Revenu
e
Revenu
e
(Q)
(P)
(TR = P x Q)
(AR = TR/
Q)
1
2
3
4
5
6
7
8
$6
6
6
6
6
6
6
6
$6
12
18
24
30
36
42
48
$6
6
6
6
6
6
6
6
Revenu
e
(MR = ∆TR/∆Q)
$6
6
6
6
6
6
6
PROFIT MAXIMIZATION AND THE
COMPETITIVE FIRM’S SUPPLY
CURVE
• The goal of a competitive firm is to
maximize profit, which equals total
revenue minus total cost.
• This means that the firm will want to
produce the quantity that maximizes
the difference between total revenue
and total cost.
Table 14-2: Profit Maximization: A
Numerical Example
Quantity
(in litres)
Total
Revenue
Marginal
Revenue
Marginal
Cost
Change
in Profit
Total Cost
Profit
(Q)
(TR)
(TC)
(TR - TC)
(MR =
∆TR/∆Q)
(MC =
∆TC/∆Q)
(MR - MC)
0
1
2
3
4
5
6
7
8
$0
6
12
18
24
30
36
42
48
$3
5
8
12
17
23
30
38
47
-$3
1
4
6
7
7
6
4
1
$6
6
6
6
6
6
6
6
$2
3
4
5
6
7
8
9
$4
3
2
1
0
-1
-2
-3
Figure 14-1: Profit Maximization for a
Competitive Firm
The firm maximizes
profit by producing
Costs
and
Revenue
the quantity at which
marginal cost equals
marginal revenue.
MC
MC2
ATC
P = MR1 = MR2
P = MR
AVC
MC1
0
Q1
Q MAX
Q2
Quantity
MONOPOLY
• While a competitive firm is a price
taker, a monopoly firm is a price
maker.
• A firm is considered a monopoly if . . .
– it is the sole seller of its product.
– its product does not have close
substitutes.
Why Monopolies Arise
• The fundamental cause of
monopoly is barriers to entry.
• Barriers to entry have three sources:
– Ownership of a key resource.
– The government gives a single firm the
exclusive right to produce some good.
– Costs of production make a single producer
more efficient than a large number of
producers.
Figure 15-1: Economies of Scale as
a Cause of Monopoly
Cost
Average
total
cost
0
Quantity of Output
Pricing and Production
Decisions
• Monopoly versus Competition
– Monopoly
•
•
•
•
Is the sole producer
Faces a downward-sloping demand curve
Is a price maker
Reduces price to increase sales
– Competitive Firm
•
•
•
•
Is one of many producers
Faces a horizontal demand curve
Is a price taker
Sells as much or as little at same price
Figure 15-2: Demand Curves for
Competitive and Monopoly Firms
(b) Monopoly
(a) Competitive Firm
Price
Price
Demand
Demand
0
Quantity of Output
0
Quantity of Output
A Monopoly’s Revenue
• Total Revenue
P  Q = TR
• Average Revenue
TR/Q = AR = P
• Marginal Revenue
TR/Q = MR
Table 15-1: A Monopoly’s Total,
Average, and Marginal Revenue.
Quantity of
Water
Price
Total
Revenue
Average
Revenue
(Q)
(P)
(TR = P x Q)
(AR = P x Q)
0
$ 11
$0
------
1
10
10
$ 10
2
9
18
9
3
8
24
8
4
7
28
7
5
6
30
6
6
5
30
5
7
4
28
4
8
3
24
3
Marginal
Revenue
(MR =
∆TR/∆Q)
$ 10
8
6
4
2
0
-2
-4
A Monopoly’s Revenue
• A Monopoly’s Marginal Revenue
– A monopolist’s marginal revenue is
always less than the price of its good.
• The demand curve is downward sloping.
• When a monopoly drops the price to sell
one more unit, the revenue received from
previously sold units also decreases.
A Monopoly’s Revenue
• A Monopoly’s Marginal Revenue
– When a monopoly increases the amount
it sells, it has two effects on total
revenue (P  Q).
• The output effect—more output is sold, so
Q is higher.
• The price effect—price falls, so P is lower.
Figure 15-3: The Demand and
Marginal Revenue Curves for a
Monopoly
Price
11
10
9
8
7
6
5
4
Demand
(average
revenue)
3
Marginal
revenue
2
1
0
–1
1
2
3
4
5
6
7
8
–2
–3
–4
Quantity of Water
Profit Maximization
• A monopoly maximizes profit by producing
the quantity at which marginal revenue
equals marginal cost.
• It then uses the demand curve to find the
price that will induce consumers to buy
that quantity.
Figure 15-4: Profit Maximization for a
Monopoly
Costs and
Revenue
2. … and then the demand
curve shows the price
consistent with this quantity.
1. The intersection of the
MR curve and the MC curve
determines the profit
maximizing quantity…
B
Monopoly
price
Average total cost
A
Demand
Marginal cost
Marginal revenue
0
Q1
QMAX
Q2
Quantity
Profit Maximization
• Comparing Monopoly and Competition
– For a competitive firm, price equals marginal
cost.
P = MR = MC
– For a monopoly firm, price exceeds marginal
cost.
P > MR = MC
A Monopoly’s Profit
• Profit equals total revenue minus total
costs.
– Profit = TR - TC
– Profit = (TR/Q - TC/Q)  Q
– Profit = (P - ATC)  Q
• The monopolist will receive economic
profits as long as price is greater than
average total cost.
Figure 15-5: The Monopoly’s Profit
Costs and
Revenue
Marginal cost
E
Monopoly
price
B
Average total cost
Monopoly
profit
Demand
Average
total cost
D
C
Marginal revenue
0
QMAX
Quantity
MONOPOLISTIC
COMPETITION
• Imperfect competition refers to those
market structures that fall between
perfect competition and pure
monopoly.
MONOPOLISTIC
COMPETITION
• Types of Imperfectly Competitive Markets
– Monopolistic Competition
• Many firms selling products that are similar but not
identical.
• Markets that have some features of competition
and some features of monopoly.
– Oligopoly
• Only a few sellers, each offering a similar or
identical product to the others.
MONOPOLISTIC
COMPETITION
• Attributes of Monopolistic Competition
– Many sellers
– Product differentiation
– Free entry and exit
MONOPOLISTIC
COMPETITION
• Many Sellers
– There are many firms competing for the same group
of customers.
• Product examples include books, CDs, movies, computer
games, restaurants, piano lessons, cookies, furniture, etc.
• Product Differentiation
– Each firm produces a product that is at least slightly
different from those of other firms.
– Rather than being a price taker, each firm faces a
downward-sloping demand curve.
MONOPOLISTIC
COMPETITION
• Free Entry or Exit
– Firms can enter or exit the market without
restriction.
– The number of firms in the market adjusts
until economic profits are zero.
•
The Monopolistically
Competitive Firm in the Short
Run
The Monopolistically Competitive Firm in
the Short Run
– Short-run economic profits encourage new
firms to enter the market. This:
• Increases the number of products offered.
• Reduces demand faced by firms already in the
market.
• Incumbent firms’ demand curves shift to the left.
• Demand for the incumbent firms’ products fall, and
their profits decline.
The Monopolistically
Competitive Firm in the Short
Run
• The Monopolistically Competitive Firm in
the Short Run
– Short-run economic losses encourage firms to
exit the market. This:
• Decreases the number of products offered.
• Increases demand faced by the remaining firms.
• Shifts the remaining firms’ demand curves to the
right.
• Increases the remaining firms’ profits.
Figure 17-1: Monopolistic
Competitors in the Short Run
(a) Firm Makes Profit
(b) Firm Makes Losses
Price
Price
MC
MC
ATC
ATC Average
total cost
Price
Price
Average
total cost
Losses
Profit
Demand
Demand
MR
MR
Profitmaximizing
quantity
Quantity
0
Lossminimizing
quantity
Quantity
Monopolistic Competition
Versus Perfect Competition
• There are two noteworthy differences
between monopolistic and perfect
competition—excess capacity and
markup.
Figure 17-3: Monopolistic versus
Perfect Competition
(a) Monopolistically Competitive Firm
(b) Perfectly Competitive Firm
Price
Price
MC
MC
ATC
Markup
Price
Marginal
cost
P = MR
P = MC
Demand
MR
Quantity Efficient
produced
scale
Quantity
0
Quantity produced =
efficient scale
Quantity