1. This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides. See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions. For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw- Hill/Irwin, The McGraw-Hill Companies, Inc. For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2009 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Basic Marketing – Appendix A Supplementary PowerPoint Archive

2. Exhibit A-1: Demand Schedule for Potatoes (10-pound bags) (p. 589)

3. Exhibit A-2: Demand Curve for Potatoes (10- pound bags) (p. 590)

4. Exhibit A-3: Demand Schedule for 1-Cubic- Foot Microwave Oven (p. 590)

5. Exhibit A-4: Demand Curve for 1-Cubic-Foot Microwave Ovens (p. 591)

6. Exhibit A-5: Changes in Total Revenue as Prices Increase (p. 592)

7. Exhibit A-6: Demand Curve for Hamburger (a product with many substitutes) (p. 593)

8. Exhibit A-7: Demand Curve for Motor Oil (a product with few substitutes) (p. 593)

9. Exhibit A-8: Supply Schedule for Potatoes (10- pound bags) (p. 594)

10. Exhibit A-9: Supply Curve for Potatoes (10- pound bags) (p. 595)

11. Exhibit A-10: Equilibrium of Supply and Demand for Potatoes (10-pound bags) (p. 595)

12. Exhibit A-11: Some Important Dimensions Regarding Market Situations (p. 596)

13. Exhibit A-12: Interaction of Demand and Supply in the Potato Industry and the Resulting Demand Curve Facing Individual Potato Producers (p. 597)

14. Exhibit A-13: Oligopoly Situation with Kinked Demand Curve (p. 598)

15.   Elastic Demand: if prices are dropped, the quantity demanded will increase enough to increase total revenue   Inelastic Demand: if prices are dropped, the increase in the quantity demanded is not enough to result in an increase in total revenue   Unitary Elasticity: the special case that occurs when a change in price results in the same total revenue Elastic and Inelastic Demand

16.   Availability of substitutes (i.e., the buyer has a choice)   Importance of the purchase in the customer's budget   Urgency of the need, and its relationship to other needs Factors that Affect Elasticity of Demand

17.   Sellers in the market feel they have some competition   Customers view competing products as heterogeneous, not homogeneous   Firms may vary their marketing mixes to further differentiate them   Thus, customers can choose among substitute offerings, but the different offerings are not exact substitutes Monopolistic Competition