1. CHAPTER 7
Market Structures

2. Section 1: Competition and Market Structures
Main Idea: Market structures include perfect competition, monopolistic competition, oligopoly, and monopoly.
Objectives:
Explain the characteristics of perfect competition.
Understand the nature of monopolistic competition.
Describe the behavior and characteristics of the oligopolist.
Identify several types of monopolies.

3. Section 1 Introduction
When Adam Smith published An Inquiry into the Nature and Causes of the Wealth of Nations in 1776, the average factory was small, and business was competitive.
Laissez-faire, the philosophy that government should not interfere with commerce or trade, dominated Smith’s writing.
“Laissez-faire” is a French term that means “allow them to do.”

4. Introduction (cont.)
Under laissez-faire, the role of government is confined to protecting private property, enforcing contracts, settling disputes, and protecting businesses against increased competition from foreign goods.
By the late 1800s, however, competition was weakening.
As industries developed–industry meaning the supply side of the market or all producers collectively–the nature of competitive markets changed.

5. They ask questions such as:
Introduction (cont.)
Today, economists classify markets according to conditions that prevail in them.
They ask questions such as:
How many buyers and suppliers are there?
How large are they?
Does either have any influence over price?
How much competition exists between firms?
What kind of product is involved–is everyone trading the exact same product, or are they simply similar?
Is it easy or difficult for new firms to enter the market?

6. Introduction (cont.)
The answers to these questions help determine market structure, or the nature and degree of competition among firms operating in the same industry.
Economists group industries into four different market structures–perfect competition, monopolistic competition, oligopoly, and monopoly.

7. Perfect Competition
Perfect competition is when a large number of buyers and sellers exchange identical products under five conditions.
There should be a large number of buyers and sellers.
The products should be identical.
Buyers and sellers should act independently.
Buyers and sellers should be will-informed.
Buyers and sellers should be free to enter, conduct, or get out of business.

8. Perfect Competition (cont.)
Figure 7.1 A Perfect Competition: Market Price and Profit Maximization

9. Perfect Competition (cont.)
Under perfect competition, supply and demand set the equilibrium price, and each firm sets a level of output that will maximize its profits at that price.
Imperfect competition refers to market structures that lack one or more of the five condition of perfect competition.

10. Perfect Competition (cont.)
Figure 7.1 B Perfect Competition: Market Price and Profit Maximization

11. Monopolistic Competition
Monopolistic competition meets all conditions of perfect competition except for identical products.
Monopolistic competitors use product differentiation—the real or imagined differences between competing products in the same industry.

12. Monopolistic Competition
Monopolistic competitors use nonprice competition, the use of advertising, giveaways, or other promotional campaigns to differentiate their products from similar products in the market.
Monopolistic competitors sell within a narrow price range but try to raise the price within that range to achieve profit maximization.

13. Oligopoly
Oligopoly is a market structure in which a few very large sellers dominate the industry.
Oligopoly is further away from perfect competition (freest trade) than monopolistic competition.
Oligopolists act interdependently by lowering prices soon after the first seller announces the cut, but typically they prefer nonprice competition because their rival cannot respond as quickly.

14. Two forms of collusion include:
Oligopoly (cont.)
Oligopolists may all agree formally to set prices, called collusion, which is illegal (because it restricts trade).
Two forms of collusion include:
price-fixing, which is agreeing to charge a set price that is often above market price
dividing up the market for guaranteed sales.

15. Oligopoly (cont.)
Oligopolists can engage in price wars, or a series of price cuts that can push prices lower than the cost of production for a short period of time.
Oligopolists’ final prices are likely to be higher than under monopolistic competition and much higher than under perfect competition.

16. Monopoly
A monopoly is a market structure with only one seller of a particular product.
The United States has few monopolies because Americans prefer competitive trade, and technology competes with existing monopolies.
Natural monopoly occurs when a single firm produces a product or provides a service because it minimizes the overall costs (public utilities).
Geographic monopoly occurs when the location cannot support two or more such businesses (small town drugstore).

17. Monopoly (cont.)
Technological monopoly occurs when a producer has the exclusive right through patents or copyrights to produce or sell a particular product (an artist’s work for his lifetime plus 50 years).
Government monopoly occurs when the government provides products or services that private industry cannot adequately provide (uranium processing).
The monopolist is larger than a perfect competitor, allowing it to be the price maker versus the price taker.

18. Section 2: Market Failures
Main Idea: Inadequate competition, inadequate information, and immobile resources can result in market failures.
Objectives:
Discuss the problems caused by inadequate competition.
Understand the importance of having adequate information.
Describe the nature of resource immobility.
Explain the nature of positive and negative externalities.

19. Section 2 Introduction
Markets sometimes fail. How they fail, and how the failures can be remedied, is a concern for economists.
A competitive free enterprise economy works best when four conditions are met.
Adequate competition must exist in all markets.
Buyers and sellers must be reasonably well-informed about conditions and opportunities in these markets.
Resources must be free to move from one industry to another.
Finally, prices must reasonably reflect the costs of production, including the rewards to entrepreneurs.

20. Introduction (cont.)
Accordingly, a market failure can occur when any of these four conditions are significantly altered.
The most common market failures involve cases of inadequate competition, inadequate information, resource immobility, external economies, and public goods.
These failures occur on both the demand and supply sides of the market.

21. Inadequate Competition
Decreases in competition because of mergers and acquisitions can lead to several consequences that create market failures.
Inefficient resource allocation often results when there’s no incentive to use resources carefully.
Reduced output is one way that a monopoly can retain high prices by limiting supply.

22. Inadequate Competition (cont.)
A large business can exert its economic power over politics.
Market failures on the demand side are harder to correct than failures on the supply side.

23. Inadequate Information
Consumers, businesspeople, and government officials must be able to obtain market conditions easily and quickly.
If they cannot, it is an example of market failure.

24. Resource Immobility
Resource immobility occurs when land, capital, labor, and entrepreneurs stay within a market where returns are slow and sometimes remain unemployed.
When resources will not or cannot move to a better market, the existing market does not always function efficiently.

25. Externalities
Externalities are unintended side effects that either benefit or harm a third party.
Negative externalities are harm, cost, or inconvenience suffered by a third party.
Positive externalities are benefits received by someone who had nothing to do with the activity that created the benefit.
Externalities are market failures because the market prices that buyers and sellers pay do not reflect the costs and/or the benefits of the action.

26. Public Goods
Public goods are products everyone consumes.
The market does not supply such goods because it produces only items that can be withheld if people refuse to pay for them; the need for public goods is a market failure.

27. Section 3: The Role of Government
Main Idea: One of the economic functions of government in a market economy is to maintain competition.
Objectives:
Discuss major antitrust legislation in the United States.
Understand the need for limited government regulation.
Explain the value of public disclosure.
Discuss the modifications to our free enterprise economy.

28. Section 3 Introduction
Today, government has the power to encourage competition and to regulate monopolies that exist for the public welfare.
In some cases, government has taken over certain economic activities and runs them as government-owned monopolies.
In other cases, the United States government even makes estimates—in order to carry out its legal and social obligations.

29. Antitrust Legislation
The antitrust laws prevent or break up monopolies, preventing market failures due to inadequate competition.
The Sherman Antitrust Act (1890) was the first U.S. law against monopolies.
The Clayton Antitrust Act (1914) outlawed price discrimination.

30. Antitrust Legislation
The Federal Trade Commission (1914) was empowered to issue cease and desist orders, requiring companies to stop unfair business practices.
The Robinson-Patman Act (1936) outlawed special discounts to some customers.

31. Antitrust Legislation (cont.)
Figure 7.3 Anti-Monopoly Legislation

32. Government Regulation
Government’s goal in regulating is to set the same level of price and service that would exist if a monopolistic business existed under competition.
The government uses the tax system to regulate businesses with negative externalities, preventing market failures.

33. Government Regulation (cont.)
Figure 7.5 Effects of a Pollution Tax

34. Public Disclosure
Public disclosure requires businesses to reveal information about their products or services to the public.
The purpose of public disclosure is to provide adequate information to prevent market failures.
Corporations, banks, and other lending institutions must disclose certain information. There are also “truth-in-advertising” laws that prevent sellers from making false claims about their products.

35. Indirect Disclosure
Indirect disclosure includes government’s support of the Internet and the availability of government documents on government Web sites.
Businesses post information about their own activities on their own Web sites.

36. Modified Free Enterprise
Government intervenes in the economy to encourage competition, prevent monopolies, regulate industry, and fulfill the need for public goods.
Today’s U.S. economy is a mixture of different market structures, different kinds of business organizations, and varying degrees of government regulation.

37. Key Terms laissez-faire negative externality market structure
positive externality
perfect competition
public goods
imperfect competition
Trust
monopolistic competition
price discrimination
cease and desist order
product differentiation
public disclosure
nonprice competition
oligopoly
collusion
price-fixing
monopoly
natural monopoly
economies of scale
geographic monopoly
technological monopoly
government monopoly
market failure
externality