1. Review 6.1—Warm Up Define perfect competition and monopolistic competition: If you owned your own business, would you rather market and sell your products under a “perfect competition” or a “monopolistic competition” scenario? Why? Which one gives you more pricing power for your products?

2. Oligopolies 6.2 Oligopoly– A market structure in which a few large sellers(companies) control most of the production of a good or service. Exists when: 1.Only a few large sellers 2.Sellers offer identical/similar products. 3. Other sellers can’t enter market

3. Oligopolies 6.2 1. Few Large Sellers—No other market structure has this feature. A market is considered an Oligopoly when the largest 3 sellers produce 70% or more of the product. 2. Identical or similar products—Sellers have so much at stake they less likely to take risks.(Lose mkt. Share).

4. Oligopolies 6.2 3. Difficult Market Entry—A few sellers can maintain control only if other sellers cannot enter the market. Why difficult to enter: High start up costs Government regulations Consumer Loyalty

5. Oligopolies at Work 6.2 NonPrice Competition—Sellers try to control market by a lot of advertising and through brand loyalty. Ex. Breakfast cereals—Only 3 companies control the market(80% of market). Coca Cola/Pepsi—”Cola Wars”—Big advertising Interdependent Pricing—Pricing depends a lot on pricing of competitors. Price Leadership—Market leader sets prices and the rest follow.

6. Oligopolies at Work—6.2 Price War—A failed pricing policy may spark a price war where sellers aggressively undercut each others prices in an attempt to gain market share. Can severely hurt sellers and after the war prices generally rise again.

7. Oligopolies at Work—6.2 Collusion—When sellers secretly agree to set production levels or prices for their products.—Illegal in U.S.! Cartels—Companies openly organize a system of price setting and market sharing. Illegal in U.S.! Oil (Control production and pricing) Diamonds (DeBeers Company) Controls.

8. Monopolies 6.2 Monopoly—A single seller(company) dictates all production of a good or service.—(Opposite of perfect competition). Monopoly exists when: 1. Single seller 2.No close substitute available 3. Other sellers cannot enter market

9. Types of Monopolies 6.2 1. Natural—The sellers large size allows for more efficient use of resources. Ex. Utility companies Ex. Cable TV companies Immense start up costs!

10. Types of Monopolies 6.2 Geographic Monopolies—Markets potential limited by geographic location. Ex. A general store in a remote area Technological Monopolies—A producer develops a new technology that enables the creation of a new product. Ex. Gore-Tex material (Waterproofing).

11. Types of Monopolies 6.2 Government Monopolies—Any market in which a government is the sole seller of a product. Building roads, bridges, canals, sewer services, water plants, etc.

12. Patents and Copyrights Patent: a company or individual has the exclusive right to produce, use, rent, or sell an invention or discovery for a limited time—usually 17 years. Copyright: Written works and works of art are protected by the government. Authors, musicians, artists have exclusive rights to their work.

13. Patents and Copyrights Find out some interesting facts about patents and copyrights—10 minutes We will review your findings together