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Market
Course Title: Principles of Microeconomics
Course Code: ECO 101
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1. Market:
-A
public place where buyers and sellers make transactions, directly or via
intermediaries.
Also
sometimes
means
the
stock
market.
-An actual or nominal place where forces of demand and supply operate, and where
buyers and sellers interact (directly or through intermediaries) to trade goods, services, or
contracts or instruments, for money or barter.
Markets include mechanisms or means for (1) determining price of the traded item, (2)
communicating the price information, (3) facilitating deals and transactions, and (4)
effecting distribution. The market for a particular item is made up of existing and
potential customers who need it and have the ability and willingness to pay for it.
2. Market Characteristics
An industry or market can be analyzed for its attractiveness to a particular company or
organization on a number of different characteristics. The list below presents some of the
more significant market characteristics that should be considered.
Current market size
Projected market growth rate
Number of competitors, level of fragmentation
Intensity of competition
Technological skills required
Production/operations skills required
Capital requirements
Other barriers to entry
Seasonal and cyclical factors
Industry profitability and returns
Social, political, regulatory and environmental factors
Strategic fits with other businesses already owned
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3. Types of market
In economics, market types (also known as the number of firms producing identical
products).
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Monopolistic competition also called competitive market, where there are a large
number of firms, each having a small proportion of the market share and slightly
differentiated products.
Oligopoly, in which a market is dominated by a small number of firms that
together control the majority of the market share.
Duopoly, a special case of an oligopoly with two firms.
Monopoly, where there is only one provider of a product or service.
Natural monopoly, a monopoly in which economies of scale cause efficiency to
increase continuously with the size of the firm. A firm is a natural monopoly if it
is able to serve the entire market demand at a lower cost than any combination of
two or more smaller, more specialized firms.
Perfect competition is a theoretical market structure that features unlimited
contestability (or no barriers to entry), an unlimited number of producers and
consumers, and a perfectly elastic demand curve.
The imperfectly competitive structure is quite identical to the realistic market conditions
where some monopolistic competitors, monopolists, oligopolies, and duopolies exist and
dominate the market conditions. The elements of Market Structure include the number
and size distribution of firms, entry conditions, and the extent of differentiation.
These somewhat abstract concerns tend to determine some but not all details of a specific
concrete market system where buyers and sellers actually meet and commit to trade.
Competition is useful because it reveals actual customer demand and induces the seller
(operator) to provide service quality levels and price levels that buyers (customers) want,
typically subject to the seller’s financial need to cover its costs. In other words,
competition can align the seller’s interests with the buyer’s interests and can cause the
seller to reveal his true costs and other private information. In the absence of perfect
competition, three basic approaches can be adopted to deal with problems related to the
control of market power and an asymmetry between the government and the operator
with respect to objectives and information: (a) subjecting the operator to competitive
pressures, (b) gathering information on the operator and the market, and (c) applying
incentive regulation.
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Quick Reference to Basic Market Structures
Seller
Entry Seller
Market Structure
Barriers
Number
Perfect Competition No
Many
Monopolistic
No
Many
competition
Oligopoly
Yes
Few
Oligopsony
No
Many
Monopoly
Yes
One
Monopsony
No
Many
Buyer
Barriers
No
Entry Buyer
Number
Many
No
Many
No
Yes
No
Yes
Many
Few
Many
One
The correct sequence of the market structure from most to least competitive is perfect
competition, imperfect competition, oligopoly, and pure monopoly.
The main criteria by which one can distinguish between different market structures are:
the number and size of producers and consumers in the market, the type of goods and
services being traded, and the degree to which information can flow freely.
3.1. Monopolistic competition
Monopolistic competition is a type of imperfect competition such that competing
producers sell products that are differentiated from one another as good but not perfect
substitutes (such as from branding, quality, or location). In monopolistic competition, a
firm takes the prices charged by its rivals as given and ignores the impact of its own
prices on the prices of other firms.
In a monopolistically competitive market, firms can behave like monopolies in the short
run, including by using market power to generate profit. In the long run, however, other
firms enter the market and the benefits of differentiation decrease with competition; the
market becomes more like a perfectly competitive one where firms cannot gain economic
profit. In practice, however, if consumer rationality/innovativeness is low and heuristics
are preferred, monopolistic competition can fall into natural monopoly, even in the
complete absence of government intervention. In the presence of coercive government,
monopolistic competition will fall into government-granted monopoly. Unlike perfect
competition, the firm maintains spare capacity. Models of monopolistic competition are
often used to model industries. Textbook examples of industries with market structures
similar to monopolistic competition include restaurants, cereal, clothing, shoes, and
service industries in large cities. The "founding father" of the theory of monopolistic
competition is Edward Hastings Chamberlin, who wrote a pioneering book on the
subject, Theory of Monopolistic Competition (1933). Joan Robinson published a book
The Economics of Imperfect Competition with a comparable theme of distinguishing
perfect from imperfect competition.
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Monopolistically competitive markets have the following characteristics:

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There are many producers and many consumers in the market, and no business
has total control over the market price.
Consumers perceive that there are non-price differences among the competitors'
products.
There are few barriers to entry and exit.
Producers have a degree of control over price.
The long-run characteristics of a monopolistically competitive market are almost the
same as a perfectly competitive market. Two differences between the two are that
monopolistic competition produces heterogeneous products and that monopolistic
competition involves a great deal of non-price competition, which is based on subtle
product differentiation. A firm making profits in the short run will nonetheless only break
even in the long run because demand will decrease and average total cost will increase.
This means in the long run, a monopolistically competitive firm will make zero economic
profit. This illustrates the amount of influence the firm has over the market; because of
brand loyalty, it can raise its prices without losing all of its customers. This means that an
individual firm's demand curve is downward sloping, in contrast to perfect competition,
which has a perfectly elastic demand schedule.
A. Major characteristics
There are six characteristics of monopolistic competition (MC):
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Product differentiation
Many firms
Free entry and exit in the long run
Independent decision making
Market Power
Buyers and Sellers have perfect information
Product differentiation:
MC firms sell products that have real or perceived non-price differences. However, the
differences are not so great as to eliminate other goods as substitutes. Technically, the
cross price elasticity of demand between goods in such a market is positive. In fact, the
XED would be high. MC goods are best described as close but imperfect substitutes. The
goods perform the same basic functions but have differences in qualities such as type,
style, quality, reputation, appearance, and location that tend to distinguish them from
each other. For example, the basic function of motor vehicles is basically the same - to
move people and objects from point A to B in reasonable comfort and safety. Yet there
are many different types of motor vehicles such as motor scooters, motor cycles, trucks,
cars and SUVs and many variations even within these categories.
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Many firms:
There are many firms in each MC product group and many firms on the side lines
prepared to enter the market. A product group is a "collection of similar products". The
fact that there are "many firms" gives each MC firm the freedom to set prices without
engaging in strategic decision making regarding the prices of other firms and each firm's
actions have a negligible impact on the market. For example, a firm could cut prices and
increase sales without fear that its actions will prompt retaliatory responses from
competitors.
How many firms will an MC market structure support at market equilibrium? The answer
depends on factors such as fixed costs, economies of scale and the degree of product
differentiation. For example, the higher the fixed costs, the fewer firms the market will
support. Also the greater the degree of product differentiation - the more the firm can
separate itself from the pack - the fewer firms there will be at market equilibrium.
Free entry and exit:
In the long run there is free entry and exit. There are numerous firms waiting to enter the
market each with its own "unique" product or in pursuit of positive profits and any firm
unable to cover its costs can leave the market without incurring liquidation costs. This
assumption implies that there are low start up costs, no sunk costs and no exit costs. The
cost of entering and exit is very low.
Independent decision making:
Each MC firm independently sets the terms of exchange for its product. The firm gives
no consideration to what effect its decision may have on competitors. The theory is that
any action will have such a negligible effect on the overall market demand that an MC
firm can act without fear of prompting heightened competition. In other words each firm
feels free to set prices as if it were a monopoly rather than an oligopoly.
Market power:
MC firms have some degree of market power. Market power means that the firm has
control over the terms and conditions of exchange. An MC firm can raise it prices
without losing all its customers. The firm can also lower prices without triggering a
potentially ruinous price war with competitors. The source of an MC firm's market power
is not barriers to entry since they are low. Rather, an MC firm has market power because
it has relatively few competitors, those competitors do not engage in strategic decision
making and the firms sell differentiated product. Market power also means that an MC
firm faces a downward sloping demand curve. The demand curve is highly elastic
although not "flat".
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Imperfect information:
No sellers or buyers have complete market information, like market demand or market
supply.
Market Structure comparison
Elastici
Numb Mark
Product
ty
of
Excess
er of et
differentiati
deman
profits
firms power
on
d
Perfect
Perfectl
Competiti Infinite None
None
No
y elastic
on
Monopolis
Highly
Yes/No
tic
elastic
Many Low
High
(Short/Lo
competitio
(long
ng)
n
run)
Relative Absolute
Monopoly One
High ly
(across
Yes
inelastic industries)
Profit
Efficien maximizati
cy
on
condition
Prici
ng
powe
r
Yes
P=MR=MC
Price
taker
No
MR=MC
Price
setter
No
MR=MC
Price
setter
Inefficiency:
There are two sources of inefficiency in the MC market structure. First, at its optimum
output the firm charges a price that exceeds marginal costs, The MC firm maximizes
profits where MR = MC. Since the MC firm's demand curve is downward sloping this
means that the firm will be charging a price that exceeds marginal costs. The monopoly
power possessed by an MC firm means that at its profit maximizing level of production
there will be a net loss of consumer (and producer) surplus. The second source of
inefficiency is the fact that MC firms operate with excess capacity. That is, the MC firm's
profit maximizing output is less than the output associated with minimum average cost.
Both a PC and MC firm will operate at a point where demand or price equals average
cost. For a PC firm this equilibrium condition occurs where the perfectly elastic demand
curve equals minimum average cost. A MC firm’s demand curve is not flat but is
downward sloping. Thus in the long run the demand curve will be tangent to the long run
average cost curve at a point to the left of its minimum. The result is excess capacity.
Problems:
While monopolistically competitive firms are inefficient, it is usually the case that the
costs of regulating prices for every product that is sold in monopolistic competition far
exceed the benefits of such regulation. The government would have to regulate all firms
that sold heterogeneous products—an impossible proposition in a market economy. A
monopolistically competitive firm might be said to be marginally inefficient because the
firm produces at an output where average total cost is not a minimum. A monopolistically
competitive market might be said to be a marginally inefficient market structure because
marginal cost is less than price in the long run.
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Another concern of critics of monopolistic competition is that it fosters advertising and
the creation of brand names. Critics argue that advertising induces customers into
spending more on products because of the name associated with them rather than because
of rational factors. Defenders of advertising dispute this, arguing that brand names can
represent a guarantee of quality and that advertising helps reduce the cost to consumers of
weighing the tradeoffs of numerous competing brands. There are unique information and
information processing costs associated with selecting a brand in a monopolistically
competitive environment. In a monopoly market, the consumer is faced with a single
brand, making information gathering relatively inexpensive. In a perfectly competitive
industry, the consumer is faced with many brands, but because the brands are virtually
identical information gathering is also relatively inexpensive. In a monopolistically
competitive market, the consumer must collect and process information on a large
number of different brands to be able to select the best of them. In many cases, the cost of
gathering information necessary to selecting the best brand can exceed the benefit of
consuming the best brand instead of a randomly selected brand.
Evidence suggests that consumers use information obtained from advertising not only to
assess the single brand advertised, but also to infer the possible existence of brands that
the consumer has, heretofore, not observed, as well as to infer consumer satisfaction with
brands similar to the advertised brand.
B. Examples:
In many U.S. markets, producers practice product differentiation by altering the physical
composition of products, using special packaging, or simply claiming to have superior
products based on brand images or advertising. Toothpastes, toilet papers, computer
software and operating systems are examples of differentiated products.
3.2. Oligopoly:
Oligopoly is a common market form. As a quantitative description of oligopoly, the fourfirm concentration ratio is often utilized. This measure expresses the market share of the
four largest firms in an industry as a percentage. For example, as of fourth quarter 2008,
Verizon, AT&T, Sprint, Nextel, and T-Mobile together control 89% of the US cellular
phone market.
Oligopolistic competition can give rise to a wide range of different outcomes. In some
situations, the firms may employ restrictive trade practices (collusion, market sharing
etc.) to raise prices and restrict production in much the same way as a monopoly. Where
there is a formal agreement for such collusion, this is known as a cartel. A primary
example of such a cartel is OPEC which has a profound influence on the international
price of oil.
Firms often collude in an attempt to stabilize unstable markets, so as to reduce the risks
inherent in these markets for investment and product development. There are legal
restrictions on such collusion in most countries. There does not have to be a formal
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agreement for collusion to take place (although for the act to be illegal there must be
actual communication between companies)–for example, in some industries there may be
an acknowledged market leader which informally sets prices to which other producers
respond, known as price leadership.
In other situations, competition between sellers in an oligopoly can be fierce, with
relatively low prices and high production. This could lead to an efficient outcome
approaching perfect competition. The competition in an oligopoly can be greater than
when there are more firms in an industry if, for example, the firms were only regionally
based and did not compete directly with each other.
Thus the welfare analysis of oligopolies is sensitive to the parameter values used to
define the market's structure. In particular, the level of dead weight loss is hard to
measure. The study of product differentiation indicates that oligopolies might also create
excessive levels of differentiation in order to stifle competition.
Oligopoly theory makes heavy use of game theory to model the behavior of oligopolies:
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Stackelberg's duopoly. In this model the firms move sequentially (see Stackelberg
competition).
Cournot's duopoly. In this model the firms simultaneously choose quantities (see
Cournot competition).
Bertrand's oligopoly. In this model the firms simultaneously choose prices (see
Bertrand competition).
A. Characteristics:
Profit maximization conditions: An oligopoly maximizes profits by producing where
marginal revenue equals marginal costs.
Ability to set price: Oligopolies are price setters rather than price takers.
Entry and exit: Barriers to entry are high. The most important barriers are economies of
scale, patents, access to expensive and complex technology, and strategic actions by
incumbent firms designed to discourage or destroy nascent firms. Additional sources of
barriers to entry often result from government regulation favoring existing firms making
it difficult for new firms to enter the market.
Number of firms: "Few" – a "handful" of sellers. There are so few firms that the actions
of one firm can influence the actions of the other firms.
Long run profits: Oligopolies can retain long run abnormal profits. High barriers of
entry prevent sideline firms from entering market to capture excess profits.
Product differentiation: Product may be homogeneous (steel) or differentiated
(automobiles).
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Perfect knowledge: Assumptions about perfect knowledge vary but the knowledge of
various economic actors can be generally described as selective. Oligopolies have perfect
knowledge of their own cost and demand functions but their inter-firm information may
be incomplete. Buyers have only imperfect knowledge as to price, cost and product
quality.
Interdependence: The distinctive feature of an oligopoly is interdependence. Oligopolies
are typically composed of a few large firms. Each firm is so large that its actions affect
market conditions. Therefore the competing firms will be aware of a firm's market
actions and will respond appropriately. This means that in contemplating a market action,
a firm must take into consideration the possible reactions of all competing firms and the
firm's countermoves. It is very much like a game of chess or pool in which a player must
anticipate a whole sequence of moves and countermoves in determining how to achieve
his objectives. For example, an oligopoly considering a price reduction may wish to
estimate the likelihood that competing firms would also lower their prices and possibly
trigger a ruinous price war. Or if the firm is considering a price increase, it may want to
know whether other firms will also increase prices or hold existing prices constant. This
high degree of interdependence and need to be aware of what the other guy is doing or
might do is to be contrasted with lack of interdependence in other market structures. In a
PC market there is zero interdependence because no firm is large enough to affect market
price. All firms in a PC market are price takers, information which they robotically
follow in maximizing profits. In a monopoly there are no competitors to be concerned
about. In a monopolistically competitive market each firm's effects on market conditions
is so negligible as to be safely ignored by competitors.
B. Examples
In industrialized economies, barriers to entry have resulted in oligopolies forming in
many sectors, with unprecedented levels of competition fueled by increasing
globalization. Market shares in an oligopoly are typically determined by product
development and advertising. For example, there are now only a small number of
manufacturers of civil passenger aircraft, though Brazil (Embraer) and Canada
(Bombardier) have participated in the small passenger aircraft market sector. Oligopolies
have also arisen in heavily-regulated markets such as wireless communications: in some
areas only two or three providers are licensed to operate.
3.3. Duopoly
A true duopoly is a specific type of oligopoly where only two producers exist in one
market. In reality, this definition is generally used where only two firms have dominant
control over a market. In the field of industrial organization, it is the most commonly
studied form of oligopoly due to its simplicity.
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Duopoly models in economics
There are two principal duopoly models, Cournot duopoly and Bertrand duopoly:

The Cournot model, which shows that two firms assume each other's output and
treats this as a fixed amount, and produce in their own firm according to this.
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The Bertrand model, in which, in a game of two firms, each one of them will
assume that the other will not change prices in response to its price cuts. When
both firms use this logic, they will reach Nash equilibrium.
Examples
The most commonly cited duopoly is that between Visa and MasterCard, who between
them control a large proportion of the electronic payment processing market. In 2000
they were the defendants in a US Department of Justice antitrust lawsuit. An appeal was
upheld in 2004.
3.4. Monopoly
A monopoly exists when a specific person or enterprise is the only supplier of a
particular commodity. Monopolies are thus characterized by a lack of economic
competition to produce the good or service and a lack of viable substitute goods. The
verb "monopolies" refers to the process by which a company gains much greater market
share than what is expected with perfect competition.
A monopoly is distinguished from a monopsony, in which there is only one buyer of a
product or service; a monopoly may also have monopsony control of a sector of a market.
Likewise, a monopoly should be distinguished from a cartel (a form of oligopoly), in
which several providers act together to coordinate services, prices or sale of goods.
Monopolies, monopolies and oligopolies are all situations such that one or a few of the
entities have market power and therefore interact with their customers (monopoly),
suppliers (monopsony) and the other companies (oligopoly) in a game theoretic manner –
meaning that expectations about their behavior affects other players' choice of strategy
and vice versa. This is to be contrasted with the model of perfect competition in which
companies are "price takers" and do not have market power.
When not coerced legally to do otherwise, monopolies typically maximize their profit by
producing fewer goods and selling them at higher prices than would be the case for
perfect competition. (See also Bertrand, Cournot or Stackelberg equilibrium, market
power, market share, market concentration, Monopoly profit, and industrial economics).
Sometimes governments decide legally that a given company is a monopoly that doesn't
serve the best interests of the market and/or consumers. Governments may force such
companies to divide into smaller independent corporations as was the case of United
States v. AT&T, or alter its behavior as was the case of United States v. Microsoft, to
protect consumers.
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Monopolies can be established by a government, form naturally, or form by mergers. A
monopoly is said to be coercive when the monopoly actively prohibits competitors by
using practices (such as underselling) which derive from its market or political influence
(see Chainstore paradox). There is often debate of whether market restrictions are in the
best long-term interest of present and future consumers.
In many jurisdictions, competition laws restrict monopolies. Holding a dominant position
or a monopoly of a market is not illegal in it self, however certain categories of behavior
can, when a business is dominant, be considered abusive and therefore incur legal
sanctions. A government-granted monopoly or legal monopoly, by contrast, is sanctioned
by the state, often to provide an incentive to invest in a risky venture or enrich a domestic
interest group. Patents, copyright, and trademarks are all examples of government granted
and enforced monopolies. The government may also reserve the venture for itself, thus
forming a government monopoly.
3.5. Perfect competition
In economic theory, perfect/pure competition describes markets such that no
participants are large enough to have the market power to set the quantity of a
homogeneous product. Because the conditions for perfect competition are strict, there are
few if any perfectly competitive markets. Still, buyers and sellers in some auction-type
markets say for commodities or some financial assets may approximate the concept.
Perfect competition serves as a benchmark against which to measure real-life and
imperfectly competitive markets.
A. Characteristics:
Generally, a perfectly competitive market exists when every participant is a "price taker",
and no participant influences the price of the product it buys or sells. Specific
characteristics may include:
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Infinite buyers and sellers – Infinite consumers with the willingness and
ability to buy the product at a certain quantity, and infinite producers with
the willingness and ability to supply the product at a certain quantity.
Very few entry and exit barriers – It is relatively easy for a business to
enter or exit in a perfectly competitive market.
Perfect factor mobility - In the long run factors of production are
perfectly mobile allowing free long term adjustments to changing market
conditions.
Perfect information - Prices and quality of products are assumed to be
different from all producers.
Zero transaction costs - Buyers and sellers incur no costs in making an
exchange (perfect mobility).
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Profit maximization - Firms aim to sell where marginal costs meet Total
revenue, where they generate the most profit.
Homogeneous products – The characteristics of any given market good
or service do not vary across suppliers.
Non-increasing returns to scale - Non-increasing returns to scale ensure
that there are sufficient firms in the industry.
In the short term, perfectly-competitive markets are not productively efficient as output
will not occur where marginal cost is equal to average cost, but allocatively efficient, as
output will always occur where marginal cost is equal to marginal revenue, and therefore
where marginal cost equals average revenue. In the long term, such markets are both
allocatively and productively efficient.
Under perfect competition, any profit-maximizing producer faces a market price equal to
its marginal cost. This implies that a factor's price equals the factor's marginal revenue
product. This allows for derivation of the supply curve on which the neoclassical
approach is based. (This is also the reason why "a monopoly does not have a supply
curve.") The abandonment of price taking creates considerable difficulties to the
demonstration of existence of a general equilibrium except under other, very specific
conditions such as that of monopolistic competition.
B. Examples
Perhaps the closest thing to a perfectly competitive market would be a large auction of
identical goods with all potential buyers and sellers present. By design, a stock exchange
resembles this, not as a complete description (for no markets may satisfy all requirements
of the model) but as an approximation. The flaw in considering the stock exchange as an
example of Perfect Competition is the fact that large institutional investors (e.g.
investment banks) may solely influence the market price. This, of course, violates the
condition that "no one seller can influence market price".
Free software works along lines that approximate perfect competition. Anyone is free to
enter and leave the market at no cost. All code is freely accessible and modifiable, and
individuals are free to behave independently. Free software may be bought or sold at
whatever price that the market may allow.
Some believe. that one of the prime examples of a perfectly competitive market anywhere
in the world is street food in developing countries. This is so since relatively few barriers
to entry/exit exist for street vendors. Furthermore, there are often numerous buyers and
sellers of a given street food, in addition to consumers/sellers possessing perfect
information of the product in question. It is often the case that street vendors may serve a
homogenous product; in which little to no variations in the product's nature exist.
Another very near example of perfect competition would be the fish market and the
vegetable or fruit vendors who sell at the same place, the bars in "Le Carré" (Liège,
Belgium) or the "kebab street" near the Grand Place in Brussels
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1. There are large number of buyers and sellers.
2. There are no entry or exit barriers.
3. There is perfect mobility of the factors, i.e. buyers can easily switch from one
seller to the other.
4. The products are homogenous.
Reference:
 Stanlake’s Introductory Economics (7th Edition)
 www.google.com
 www.wikipidia.org
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