1. The profit motive acts as an incentive for people to produce and sell goods and services.

2. Think about the products that you buy most frequently
Think about the products that you buy most frequently. Are they produced by just one company, or do you have choices about where to buy the items? In this chapter, read to learn how competition—or the lack of it—determines the prices you pay.

3. Market Structure and Perfect Competition
Section 1
Market Structure and Perfect Competition
Market structure refers to the extent of competition within particular markets.

4. Of the four basic market structures, perfect competition and monopolies are rare, while monopolistic competition and oligopolies are much more common.

5. Market Structure and Perfect Competition (cont.)
Section 1
Market Structure and Perfect Competition (cont.)
Businesses are categorized by market structure or the amount of competition they face.
View: Comparing Market Structures

6. Figure 1

7. Market Structure and Perfect Competition (cont.)
Section 1
Market Structure and Perfect Competition (cont.)
The four basic market structures in the American economy are:
Perfect competition
Monopolistic competition
Oligopoly
Monopoly

8. Market Structure and Perfect Competition (cont.)
Section 1
Market Structure and Perfect Competition (cont.)
Five conditions must be met for perfect competition (pure) to take place:
A large market
A nearly identical product
Easy entry and exit to the market
Easily obtainable market information
Independence of sellers and buyers

9. Market Structure and Perfect Competition (cont.)
Section 1
Market Structure and Perfect Competition (cont.)
True perfect competition is rarely seen.
The ability of consumers to obtain information is key to sustaining competition.

10. Agriculture as an Example
Section 1
Agriculture as an Example
Agriculture markets come close to a perfectly competitive market structure.

11. Agriculture as an Example (cont.)
Section 1
Agriculture as an Example (cont.)
No single wheat farmer has any great influence on wheat prices.
The market price for wheat is determined by the interaction of supply and demand, and individual wheat farmers have to accept the market price.
People’s demand for wheat is relatively inelastic.

12. Agriculture as an Example (cont.)
Section 1
Agriculture as an Example (cont.)
Supply is highly dependent on conditions over which farmers have little or no control.
The intense competition in a perfectly competitive industry forces the price down to one that just covers the costs of production plus a small profit.
All inputs are used in the most advantageous way possible allowing an efficient allocation of productive resources.

13. FACTORS OF PERFECT COMPETITION 1)no control over price-determined strictly by market forces 2)rarely seen, info is available to all

14. perfect competition: market situation in which there are numerous buyers and sellers, and no single buyer or seller can affect price

15. Section 2
Monopoly
A monopoly exists when a single seller controls the supply of a good or service and largely determines its price.

16. monopoly: market situation in which a single supplier makes up an entire industry for a good or service with no close substitutes

17. Monopoly (cont.) Section 2
The most extreme form of imperfect competition is a pure monopoly.
In a pure monopoly, a single seller controls the supply of the good or service and thus determines its price.
A monopolist can raise prices, but cannot charge outrageous prices.
View: A Monopoly Market Structure

18. Figure 3

19. Monopoly (cont.) Section 2
A monopoly is protected by barriers to entry.
The cost of getting started (“excessive money capital costs”) can be a barrier.

20. Barriers
1)Legal- some states prevent utility competition through legislation 2)cost of getting started- steel industry 3)ownership of raw materials- South Africa & DeBeers Company-nearly all of world’s diamonds

21. Monopoly (cont.) Section 2 The four types of monopolies are:
Natural—the government grants exclusive rights to companies that provide things like utilities, bus service, and cable TV.
The larger size of these gives them economies of scale.

22. Monopoly (cont.) Section 2
Geographic—the setting of this business is isolated and the potential for profits is small, so other businesses don’t enter the market.
Technological—if you invent something, you are capable of having this type of monopoly over your invention.
Patent
Copyright

23. Monopoly (cont.) Section 2
Government—this monopoly is held by the government itself.

24. Section 2
Oligopoly
An oligopoly exists when an industry is dominated by a few suppliers that exercise some control over price.

25. Oligopoly (cont.) Section 2
An oligopoly is an industry dominated by several suppliers who exercise some control over price.
Oligopolists engage in nonprice competition.
The price you pay is based on product differentiation in addition to supply and demand.
View: An Oligopoly Market Structure
View: Oligopolies

26. Figure 4

27. Figure 5

28. Oligopoly (cont.) Section 2
With so few firms in an oligopoly, whatever one does, the others will follow.
If competing firms secretly agree to raise prices or to divide the market, they are performing an illegal act called collusion.
One significant form of collusion is the cartel.

29. cartel: arrangement among groups of industrial businesses to reduce international competition by controlling the price, production, and distribution of goods

30. Monopolistic Competition
Section 2
Monopolistic Competition
Monopolistic competition exists when a large number of sellers offer similar but slightly different products, and each firm has some control over price.

31. monopolistic competition: market situation in which a large number of sellers offer similar but slightly different products and in which each has some control over price

32. Monopolistic Competition (cont.)
Section 2
Monopolistic Competition (cont.)
The most common form of market structure in the U.S. is monopolistic competition.
The major difference between monopolistic competition and an oligopoly is in the number of sellers of a product.
Competitive advertising is key in this type of market.
View: Market Structure of Monopolistic Competition

33. Figure 6

34. Antitrust Legislation and Mergers
Section 3
Antitrust Legislation and Mergers
The goal of antitrust legislation is to encourage competition in the economy and to prevent unfair trade practices.

35. Antitrust Legislation and Mergers (cont.)
Section 3
Antitrust Legislation and Mergers (cont.)
The practice of creating interlocking directorates was perfected by John D. Rockefeller at the end of the 19th century.
His monopoly over the oil business led Congress to pass the Sherman Antitrust Act in 1890.
This law sought to protect trade and commerce against unlawful restraint and monopoly.

36. Antitrust Legislation and Mergers (cont.)
Section 3
Antitrust Legislation and Mergers (cont.)
The Sherman Antitrust Act was important antitrust legislation.
The Clayton Act of 1914 sharpened the previous antitrust law, prohibiting or limiting a number of very specific business practices that lessened competition substantially.

37. Antitrust Legislation and Mergers (cont.)
Section 3
Antitrust Legislation and Mergers (cont.)
Most antitrust legislation deals with restricting the harmful effects of mergers.
View: Mergers

38. Figure 7

39. Antitrust Legislation and Mergers (cont.)
Section 3
Antitrust Legislation and Mergers (cont.)
Three kinds of mergers exist:
Horizontal—corporations that merge are in the same business.
Vertical—corporations involved in a “chain” of supply merge.
Conglomerate—a large corporation merges with smaller corporations dealing in unrelated businesses.

40. Government Regulation
Section 3
Government Regulation
The aim of government regulatory agencies is to promote efficiency, competition, fairness, and safety.

42. Government Regulation (cont.)
Section 3
Government Regulation (cont.)
The government uses direct regulation of business pricing and product quality in addition to antitrust laws to foster a competitive atmosphere.
Many industries were deregulated in the 1980s and 1990s since government regulations had actually decreased the amount of competition in the economy.
View: Federal Regulatory Agencies

43. The level of competitiveness in a particular market is determined by several factors.

45. Vocab1
market structure: the extent to which competition prevails in particular markets

46. Vocab2
perfect competition: market situation in which there are numerous buyers and sellers, and no single buyer or seller can affect price

47. Vocab3
monopoly: market situation in which a single supplier makes up an entire industry for a good or service with no close substitutes

48. Vocab4
barriers to entry: obstacles to competition that prevent others from entering a market

49. Vocab5
economies of scale: low production costs resulting from the large size of output

50. Vocab6
patent: exclusive right to make, use, or sell an invention for a specified number of years

51. Vocab7
copyright: exclusive right to sell, publish, or reproduce creative works for a specified number of years

52. Vocab8
oligopoly: industry dominated by a few suppliers who exercise some control over price

53. Vocab9
product differentiation: manufacturers’ use of minor differences in quality and features to try to differentiate between similar goods and services

54. Vocab10
cartel: arrangement among groups of industrial businesses to reduce international competition by controlling the price, production, and distribution of goods

55. Vocab11
monopolistic competition: market situation in which a large number of sellers offer similar but slightly different products and in which each has some control over price

56. Vocab12
interlocking directorate: a board of directors, the majority of whose members also serve as the board of directors of a competing corporation

57. Vocab13
antitrust legislation: federal and state laws passed to prevent new monopolies from forming and to break up those that already exist

58. Vocab14
merger: the legal combination of two or more companies that become one corporation

59. Vocab15
conglomerate: large corporation made up of smaller corporations dealing in unrelated businesses

60. Vocab16
deregulation: reduction of government regulation and control over business activity