CH_06chapter 6
description
Transcript of CH_06chapter 6
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Brickley, Smith, and Zimmerman, Managerial Economics and
Organizational Architecture, 4th ed.
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Students should be able to
Differentiate among the four archetypal market structures
Distinguish between price takers and price searchers
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Last week we analyzed production and costs decisions and how costs influence a manager’s decision on what inputs to use and how much to produce.
This week we look at how market structures influence a manager’s decision on how much to produce, what price to charge and how to maximize profitability under different market structures
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Please read The Market for Cable Television case study, pages 160-161
The example of cable TV illustrates how policy choices-such as pricing, product design, and advertising-are influenced critically by the market environment.
Policies that work within a protected market environment often have to be amended radically when facing a more competitive environment.
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It is important that managers understand the firm’s market environment and how this set of market circumstances affects decision making.
Our purpose in this chapter is to enhance that understanding by exploring the implications of alternative market structures.
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Our primary focus is on output and pricing decisions within different market structures.
We begin by discussing markets and market structures in greater detail.
Then pricing and output decisions within different market structures
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A market consists of all firms and individuals who are willing and able to buy or sell a particular product.
These parties include those currently engaged in buying and selling the product, as well as potential entrants.
A market is a process that facilitates trade rather than a place and where prices and quantity bought and sold are discovered through interaction of buyers and sellers
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Market structure refers to the basic characteristics of the market environment, including (1) the number and size of buyers, sellers, and potential entrants; (2) the degree of product differentiation; (3) the amount and cost of information about product price and quality; and (4) the conditions for entry and exit.
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Pure Competition Pure Monopoly Monopolistic Competition Oligopoly
Market Structure Continuum
PureCompetition
MonopolisticCompetition Oligopoly
PureMonopoly
Imperfect Competition
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Many buyers and sellers
Product homogeneity (standardized products)
Low cost and accurate information
Free entry and exit
The firm is a price taker Best regarded as a benchmark to compare other market
structures and their efficiencies
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To examine demand from a seller’s viewpoint (including pricing and output decisions)
To see how a competitive producer responds to market price in the short-run
To explore the nature of long-run adjustments
To evaluate the efficiency of competitive industries
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In competitive markets, individual buyers and sellers take the market price of the product as given:
They have no control over price.
Firms thus view their demand curves as horizontal at that given market price
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Every company should
Continue to produce more as long as MR>MC
Stop at a production level where MR = MC
Cut back production when MR<MC
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Economic Profit - When the price is above ATC (produce)
Normal Profit – When the price is equal to ATC (produce)
Reduce Losses – When the price is below ATC but above AVC (continue production)
Shut Down Point – When the price is below AVC. Your losses will be equal to fixed costs (stop production)
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Cost
an
d R
even
ue
$200
150
100
50
01 2 3 4 5 6 7 8 9 10
Output
Economic Profit
Marginal Revenue-Marginal Cost Approach ( MR = MC Rule)
MR = P
MCMR = MC
AVC
ATC
P=$131
A=$97.78
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Lower the Price to $81 andObserve the Results!
Cost
an
d R
even
ue
$200
150
100
50
01 2 3 4 5 6 7 8 9 10
Output
Loss
Marginal Revenue-Marginal Cost ApproachMR = MC Rule
MR = P
MC
AVCATC
Loss Minimizing Case
P=$81
A=$91.67
V = $75
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Lower the Price Further to $71 and Observe the Results!
Cost
an
d R
even
ue
$200
150
100
50
01 2 3 4 5 6 7 8 9 10
Output
Marginal Revenue-Marginal Cost ApproachMR = MC Rule
MR = P
MC
AVC
ATC
Short-Run Shut Down Case
P=$71Short-Run
Shut Down PointP < Minimum AVC
$71 < $74
V = $74
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Why the marginal-cost curve and supply curve of competitive firms are identical
The firm's short run supply curve is that portion of its short-run marginal cost curve above short-run average variable cost.
The long-run supply curve is that portion of its long-run marginal cost curve above long-run average cost.
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Generalizing the MR=MC Relationship and its Use
P1
0
Cost
an
d R
even
ues (
Dollars
)
Quantity Supplied
MR1
P2 MR2
P3 MR3
P4 MR4
P5 MR5
MC
AVC
ATC
Q2 Q3 Q4 Q5
This Price is Below AVCAnd Will Not Be Produced
ab
c
d
e
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Generalizing the MR=MC Relationship and its Use
P1
0
Cost
an
d R
even
ues (
Dollars
)
Quantity Supplied
MR1
P2 MR2
P3 MR3
P4 MR4
P5 MR5
MC
AVC
ATC
Q2 Q3 Q4 Q5
This Price is Below AVCAnd Will Not Be Produced
ab
c
d
e
MC Above AVC Becomesthe Short-Run Supply CurveS
Examine the MC for the Competitive Firm
Break-even(Normal Profit) Point
Shut-Down Point (If P is Below)
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How industry entry and exit produce economic efficiency P = ATC in the long run and production takes place where MR = MC
What is long run competitive equilibrium and why companies only make normal profit
How short-run economic profits will disappear with entry of other firms
How short-run economic losses will disappear with exit of some firms
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Productive Efficiency – requires that goods be produced in the least costly way. In the long run, pure competition forces firms to produce at the minimum ATC.
P = Minimum ATC Allocative Efficiency – requires that resources
be apportioned among firms and industries to yield mix of products and services most wanted by society
P = MC Maximum Consumer and Producer
Surplus Dynamic Adjustments and “Invisible
Hand” Revisited
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Single Firm Industryp P
p P0 0
EconomicProfit
d
ATC
AVC
s = MC
$111 $111
D
S = ∑ MC’s
8 8000
Competitive Firm Must Take the Price that isEstablished By Industry Supply and Demand
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Single Firm Industryp P
p P0 0100 90,00080,000 100,000
ATC
MR
MC
$60
50
40
D1
S1
An Increase in Demand Temporarily Raises PriceHigher Prices Draw in New CompetitorsIncreased Supply Returns Price to Equilibrium
D2
$60
50
40
S2
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Single Firm Industryp P
p P0 0100 90,00080,000 100,000
ATC
MR
MC
$60
50
40
D3
S3
A Decrease in Demand Temporarily Lowers PriceLower Prices Drive Away Some CompetitorsDecreased Supply Returns Price to Equilibrium
D1
$60
50
40
S1
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Single Firm MarketP
rice
Pri
ce
Quantity Quantity
0 0
Competitive Firm and Market
P MR
D
S
QeQf
ATC
Productive Efficiency: Price = Minimum ATCAllocative Efficiency: Price = MCPure Competition Has Both in
Its Long-Run Equilibrium
MCP=MC=MinimumATC (Normal Profit)
P
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In a competitive equilibrium, firms make no economic profits. Production is efficient in that firms produce at their minimum long run average cost.
Firms in competitive industries must move rapidly to take advantage of transitory opportunities. They also must strive for efficient production in order to survive.
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Some firms in the industry can employ resources that give them a competitive advantage (for example, an extremely talented manager).
Yet in such cases, any excess returns often go to the factor of production responsible for the particular advantage, rather than to the firm's owners.
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Although the competitive model provides a useful description of the interaction between buyers and sellers for many industries,
there are others where firms have substantial market power—prices are affected materially by the output decisions of individual firms.
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extreme case of a firm with market power is monopoly, where the industry consists of only one firm.
Here, industry and firm demand curves are one and the same.
A necessary condition for market power to exist is that there are effective barriers to entry into the industry
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In contrast to competitive markets, consumers pay more than marginal cost and the firm earns economic profits.
Output is restricted from competitive levels.
With a monopoly, not all the potential gains from trade are exhausted
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Firms consider entering a new market when they observe economic profits (higher than normal) being reported by firms.
Entry decisions depends on three important factors:
First: Whether entry will affect the prices are the firms likely to cut prices?
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Second: Incumbent advantages do existing firms have advantage that are hard to duplicate, ones that make it highly unlikely that the new firms will enjoy similar profits.
Third: Cost of Exit how expensive would it be to exit if the firm fails
Market power can exist when there are substantial barriers to entry into the industry. Expectations about incumbent reactions, incumbent advantages, and exit costs all can serve as entry barriers.
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Incumbent reactions
Specific assets
Economies of scale
Excess capacity
Reputation effects
Incumbent advantages
Precommitment contracts
Licenses and patents
Learning-curve effects
Pioneering brand advantages
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What conditions enable it to arise and survive?
How does a pure monopolist determine its profit-maximizing price and output quantity?
Does a pure monopolist achieve the efficiency associated with pure competition?
If not, what should the government do about it?
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Single Seller No Close Substitutes “Price Maker” Blocked Entry Non-price Competition Examples - natural gas & electric companies,
water, cable, local telephone•Regulated Monopolies•Unregulated monopolies
Dual Objectives of Study - not only to understand monopolies but more common imperfect competition such as monopolistic competition and oligopolies
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Economies of Scale – public utilities
Legal Barriers to Entry•Patents - Pharmaceuticals
•Licenses – Radio & TV stations, Cabs
Ownership or Control of Essential Resources – DeBeers, Alcoa
Pricing and Other Strategic Barriers to Entry – Advertising and pricing,
Windows
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0 1 2 3 4 5 6
$142
132
122
112
102
92
82
Marginal Revenue is Less Than Price
D
•A Monopolist isSelling 3 Units at$142
•To Sell More (4), Price Must BeLowered to $132
•All Customers Must Pay the SamePrice
•TR Increases $132 Minus $30 (3x$10)
Gain = $132
Loss = $30
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0 1 2 3 4 5 6
$142
132
122
112
102
92
82
Marginal Revenue is Less Than Price
D
•A Monopolist isSelling 3 Units at$142
•To Sell More (4), Price Must BeLowered to $132
•All Customers Must Pay the SamePrice
•TR Increases $132 Minus $30 (3x$10)
•$102 Becomes a Point on the MR Curve
•Try Other Prices toDetermine Other MR Points
Gain = $132
Loss = $30
The Constructed Marginal Revenue CurveMust Always Be Less Than the Price
MR
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$200
150
100
50
0
$750
500
250
0
2 4 6 8 10 12 14 16 18
2 4 6 8 10 12 14 16 18
Pri
ce
Tota
l R
even
ue
Demand, Marginal Revenue, and Total Revenue for a Pure Monopolist
Elastic InelasticDemand and Marginal Revenue Curves
Total-Revenue Curve
DMR
TR
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0
$200
175
150
125
25
100
75
50
Pri
ce,
Costs
, an
d R
even
ue
1 2 3 4 5 6 7 8 9 10
Quantity
By A Pure Monopolist
D
MR
ATC
MC
MR=MC
Pm=$122
A=$94
EconomicProfit
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Cannot Charge the Highest Price it can get
Total, Not Unit, Profit is the goal of the monopolist
Possibility of Losses However, pure monopolist can
continue to receive economic profits in the long run
Concerning Monopoly Pricing
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0
Pri
ce,
Costs
, an
d R
even
ue
Quantity
By A Pure Monopolist
D
MR
ATC
MC
MR=MC
Loss
AVCPm
Qm
V
A
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Price, Output, and Efficiency
PurelyCompetitive
Market
PureMonopoly
D D
S=MC MC
P=MC=Minimum
ATC
MR
Pc
Qc
Pc
Pm
QcQm
Pure Competition is EfficientMonopoly Price is Greater Than MC
And Is Therefore Inefficient
a
b
c
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Monopolist is a Price Maker
Sets Price in the Elastic Region
Output and Price Determination•Cost Data•MR = MC Rule
No Supply Curve because there is no unique relationship between price and quantity supplied. The price and quantity supplied will always depend on location of the demand curve.
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Price - Monopolist will charge a higher price than perfect competition
Output – Monopoly will produce a smaller output
Productive Inefficiency - output is less than the output where ATC is minimum
Allocative Inefficiency – efficiency is not achieved because of lower output is produced than society is willing and ready to pay for
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Deadweight loss - because price exceeds MC there is deadweight loss (reduced consumer and producer surplus)
Income Transfer – from consumer to producer
Cost Complications• Simultaneous Consumption• Network Effects
Economies of Scale in one or two companies
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Multiple firms produce similar products
Firms face down sloping demand curves
Profit maximization occurs where MC=MR
In the long run, firms compete away economic profits
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Most firms have distinguishable rather than standardized products and have some discretion over the price they charge.
Competition often occurs on the basis of price, quality, location, service and advertising.
Entry to most real-world industries ranges from easy to very difficult but is rarely completely blocked
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Monopolistic Competition mixes a small amount of monopoly power, a small amount of competition.
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Characteristics•Small Market Shares•No Collusion•Independent Action
Differentiated Products•Product Attributes•Service•Location•Brand Names and Packaging•Advertising•Some Control Over Price
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Easy Entry and Exit Advertising
• Non-price Competition Monopolistically Competitive Industries
include grocery stores, gas station, dry cleaners, restaurants
Firm’s demand curve is highly, but not perfectly elastic because:
It has fewer rivals and products are differentiated
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The Firm’s Demand Curve Downward sloping
The Short Run:•Profit or Loss
The Long Run:•Only a Normal Profit (P = ATC but not equal to
minimum ATC)•Economic Profits: Firms Enter•Economic Losses: Firm’s Leave
Complications•Product Variety
In Monopolistic Competition
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In Monopolistic Competition
Short-Run Profits
Quantity
Pri
ce
an
d C
os
ts
MR = MC
MC
MR
D1
ATC
EconomicProfit
Q1
A1
P1
0
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In Monopolistic Competition
Short-Run Losses
Quantity
Pri
ce
an
d C
os
ts
MR = MC
MC
MR
D2
ATC
Loss
Q2
A2
P2
0
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In Monopolistic CompetitionLong-Run Equilibrium
Quantity
Pri
ce
an
d C
os
ts
MR = MC
MC
MR
D3
ATC
Q3
P3=A3
0
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Quantity
Pri
ce
an
d C
os
ts
MR = MC
MC
MR
D3
ATC
Q3
P3=A3
0
Recall: P=MC=Minimum ATC
P4
Q4
Price is Higher
Excess Capacity atMinimum ATC
Monopolistic Competition is Not Efficient
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Productive Efficiency is not achieved because production occurs where ATC is greater than minimum ATC.
Allocative Efficiency is not realized because the product price exceeds marginal cost
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A few firms produce most market output
Products may or may not be differentiated
Effective entry barriers protect firm Profitability However, these profits can be eliminated through competition among existing firms in the industry.
Firm interdependence requires strategic thinking
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To analyze output and pricing decisions in oligopolistic industries, we use the concept of a Nash equilibrium:
A Nash equilibrium exists when each firm is doing the best it can given the actions of its rivals.
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Characteristics•A Few Large Producers•Homogeneous or Differentiated ProductsHomogeneous, Steel, copper, cement Differentiated, Auto, detergents
•Control Over Price, But Mutual InterdependenceStrategic Behavior
•Entry Barriers, economies of scale, large capital investments, patents, control of raw material, advertising,
brand loyalty and pricing •Oligopoly Through Mergers
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An oligopolist does the best it can, given expectations of rival behavior
Behaviors are noncooperative
Duopolists considering a low price or a high price must consider rival’s response
Nash equilibrium occurs when each firm does the best it can given rival’s actions
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The Nash equilibrium is not the outcome that maximizes the joint profits of the two companies
Combined profits could be higher if the two companies decide to cooperate
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Game Theory Model to Analyze Behavior
RareAir’s Price Strategy
Up
tow
n’s
Pri
ce
Str
ate
gy A B
C D
$12
$12
$15
$6
$8
$8
$6
$15
High
High
Low
Low•2 Competitors•2 Price Strategies
•Each Strategy Has a Payoff Matrix
•Greatest CombinedProfit
• Independent ActionsStimulate a Response
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Game Theory Model to Analyze Behavior
RareAir’s Price Strategy
Up
tow
n’s
Pri
ce
Str
ate
gy A B
C D
$12
$12
$15
$6
$8
$8
$6
$15
High
High
Low
Low• Independently Lowered Prices in Expectation of Greater Profit Leads to the Worst Combined Outcome
•Eventually Low Outcomes Make Firms Return to Higher Prices
O 11.2
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In the Cournot model, each firm treats the output level of its competitor as fixed and then decides how much to produce.
In equilibrium, firms make economic profits.
However, these profits are not as large as would be made if the firms effectively colluded and posted the monopoly price.
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Other models of oligopoly yield different equilibriums. For instance, one model based on price competition yields the competitive solution: Price equals marginal cost with no economic profits.
Economic theory makes no clear-cut prediction about the behavior of firms in oligopolistic industries.
Available evidence suggests that in some oligopolistic industries, firms restrict output from competitive levels and hence capture some economic profits.
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It is in the economic interests of firms in oligopolistic industries to find ways to cooperate, thereby capturing higher profits.
Even when firms are free to cooperate, effective cooperation is not always easy to achieve. Individual firms have incentives to deviate from agreed-on outputs and prices and increase their revenues and profits
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This incentive is illustrated by the prisoners' dilemma.
This model highlights incentives that can cause cartels to be unstable. However, firms sometimes can cooperate successfully when they can impose penalties on non-cooperative firms. Cooperation also can be sustained through the incentives provided by long-run, repeated relationships.
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