1. Market Structures & Types of Businesses

2. Essential Standards
SSEMI3B: Identify the basic characteristics of monopoly, oligopoly, monopolistic competition, and pure (perfect) competition with regards to number of sellers, barriers to entry, price control, and differentiation.

3. Perfect Competition In a “perfect” or “purely” competitive market…
Many thousands (or more) sellers compete to sell an identical product.
The best example of a business that operates in such a market is…
Farming—
There are millions of tomato farmers around the world…
Tomatoes tend to be IDENTICAL…
And it is VERY EASY for new tomato growers to break into this business.

4. Monopolistic Competition
In a monopolistically competitive market—
There are MANY sellers competing to sell a SIMILAR product.
A good example of a business that operates in this kind of market is…
A fast food company.
Buyers have dozens and dozens of options—
And fast food is all very similar.
In selling a SIMILAR product, such businesses must highlight SMALL DIFFERENCES—
In a process called PRODUCT DIFFERENTIATION—
In order to attract customers.
They do this through…
Advertising.

5. Oligopoly
Oligopolies exist when there are only a few major competitors rule the market.
There are several oligopolies based in Atlanta:
DELTA…
Coca Cola…
UPS.
Again, these products are VERY SIMILAR—
The difference is that it is VERY HARD for a new business to break into an Oligopoly.

6. Firms that operate within perfectly competitive markets tend to have...
iRespond Question
Multiple Choice F
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A.) a large amount of control over the price of their product.
B.) minimal control over the price of their product.
C.) an employment structure that offers high salaries and good benefits.
D.) very large advertising budgets.
E.)

7. A.) perfect competition.
In Douglasville, GA, three supermarkets control the entire market for groceries in that city. Which is the BEST description of the market structure for groceries in the city of Douglasville?
iRespond Question
Multiple Choice F
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A.) perfect competition.
B.) oligopolistic competition.
C.) monopolistic competition.
D.)
E.)

8. Monopoly Monopolies exist when buyers have ONE OPTION.
When I moved to Marietta in 2005, I had ONE OPTION for cable television:
Comcast.
However, I noticed that nearly every time I got a bill—
The bill was SLIGHTLY HIGHER.
This is what monopolies DO—
Why?
Because they CAN.
Luckily, new technology has destroyed Comcast’s monopoly—
And it now must offer better, cheaper service, or it will disappear.
Monopoly

9. Market Structures Type of Market Structure Number of Sellers
Barriers to Entry
Price Control
Product Differentiation
Pure (Perfect) Competition
Many
Low or No Barriers
None – price taker- must take the market price
None – Identical Products
Monopolistic Competition
Some
Yes – firms must engage in non price competition
Oligopoly
Few
High Barriers
Yes – price leadership – when one firm inc. or dec. price, the others will follow
Varies – both identical or differentiated products
Monopoly
One
Strong Control over Price
None – One Seller

10. BUSINESS TYPES
SSEMI3A: Compare and contrast the three forms of business organization – sole proprietorship, partnership, and corporation with regards to number of owners, liability, lifespan, decision making, and taxation

11. Sole Proprietorship This business is owned and operated by ONE PERSON…
They are EASY to start up…
And offer FULL CONTROL…
However, sole proprietors are exposed to UNLIMITED LIABILITY…
Meaning that if they borrow money for their business, and their business fails—
They could lose EVERYTHING.

12. Partnerships A business owned and controlled by two or more people…
Partnerships also offer easy start up and full control…
They also offer SPECIALIZATION.
However, they too are exposed to UNLIMITED LIABILITY—
And they tend to break up over money disputes.

13. Corporations This type of business is owned by STOCKHOLDERS…
If a Microsoft has a good year, the value of its stock…
RISES…
If they have a bad year, stock value…
Falls.
Corporate shareholders benefit from LIMITED LIABILITY…
If their company goes bankrupt, they only lose the value of the stock they own.

14. Type of Business
How many Owners?
Type of Liability?
What is the lifespan?
Who makes the operating decisions?
Type of taxation?
Sole Proprietorship
One
Unlimited
Limited
Owner
Single
Partnership
Two or more
Corporation
Many
Board of directors elected by shareholders; Professional Managers
Double