1. Chapter 7 Market Structures

2. Competition and Market Structure

3. Laissez-faire – according to Adam Smith, the government’s role in the economy was to: Protect private property Enforce contracts Settle disputes Protect domestic industry from foreign competition Otherwise, the free market economy should run on its own

4. Industry refers to the supply side of the market (all producers collectively) Consumers create the demand A market is a place where buyers and sellers can exchange products

5. Market structures are classified based on: How many buyers and suppliers are there? How large are they? Does either have influence over the price? How much competition exists? Are the products exactly the same or only similar? Is it easy or difficult to enter and leave the market?

6. We will look at 4 kinds of markets: Perfect competition Monopolistic competition Oligopoly Monopoly

7. Perfect Competition: Large # of buyers and sellers (no single one large enough to affect price) Identical products – no need for much advertising Each buyer and seller operates independently and competition keeps prices low Buyers and sellers are well-informed Free to enter or leave the market

8. Most markets are not perfectly competitive markets. Farmer’s market Eggs Salt These markets come close to meeting the five conditions that define a perfectly competitive market.

9. Most firms and industries fall under the category of “imperfect competition” and include: Monopolistic competition Oligopoly Monopoly

10. Monopolistic competition Has all the features of perfect competition except for identical products Product differentiation – real or imagined differences between competing products

11. Nonprice competition – (advertising) Monopolistic competitors advertise and promote their products heavily to make their product seem different from everyone else’s Often spend a large portion of their budget on advertising If the firm can convince consumers that their product is better, they might be able to charge a higher price.

12. Examples of monopolistic competition would include: Gas stations Blue jeans Athletic footwear Grocery stores Department stores

13. Oligopoly – A few large sellers dominate the industry and have more influence over price Pepsi and Coke McDonald’s and Burger King Breakfast food industry Razors and blades Cameras and film Automobile industry

14. Each firm in an oligopoly has considerable power over price and consumer choice so most have to follow the lead on pricing. Collusion – a formal agreement to set prices or to behave in a cooperative manner Price-fixing – agreeing to charge the same or similar price for a product

15. Monopoly – only one seller The U.S. has discouraged to the point that what we have today is more accurately described as “near monopolies” Cable companies have competition from video stores, satellite systems and the internet

16. Types of monopolies: Natural monopoly – the costs of production are minimized by having a single producer of the product Electric companies Cable companies These are often given a franchise by the government to operate in a certain location and are subject to government regulation

17. Larger firms can use its personnel, equipment, and plant more efficiently resulting in economies of scale. This is where the average cost of production falls as the firm gets larger.

18. Geographic monopolies occur when the location is not large enough to support more than one firm. Small towns may only have one drugstore or one gas station

19. Technological monopolies – when a firm has ownership or control of a manufacturing method or process. They may have gotten a government patent which gives them the exclusive right to manufacture, use or sell any new and useful invention for a specific period. Inventions are covered for 20 years

20. Art and literary works are protected by a copyright which gives the author or artist the exclusive right to publish, sell, or reproduce their work for their lifetime plus 50 years.

21. Government monopoly – the government owns and operates the business which is usually something that private industry cannot adequately provide. Water usage Alcoholic beverages Processing of weapon grade uranium U.S. postal service (although this has some competition today.)

22. Because there is little or no competition with a monopoly, they have more power to be a price maker instead of a price taker.

23. Causes of Market Failure: Inadequate competition Inadequate information for consumers, business people and government officials Resource immobility Externalities – unintended side effect that either harms or benefits a third party (airport expansion)

24. The need for public goods is a market failure Public goods are collectively consumed by everyone It would be impossible to divide up the cost according to how much benefit each person received Interstate highways, flood control measures, national defense, schools, police and fire protection

25. The role of the Government: 1890 – Sherman Antitrust Act - outlawed all contracts “in restraint of trade” to halt the growth of trusts and monopolies 1914 - Clayton Antitrust Act – strengthened the Sherman Act by outlawing the practice of charging customers different prices for the same product

26. 1914 – Established the Federal Trade Commission to regulate unfair methods of competition in interstate commerce 1936 – Robinson-Patman Act – forbade rebates and discounts on the sale of goods to large buyers unless the rebate and discount were available to all (page 180 – Federal Regulatory Agencies)