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Business Strategy
Chapter 2
Market Forces: Demand and Supply
McGraw-Hill/Irwin
Michael R. Baye, Managerial Economics and
Business Strategy
2-2
Overview
I. Market Demand Curve
2-3
D
Quantity
2-4
Determinants of Demand
Income
Normal good
Inferior good
Prices of substitutes
Prices of complements
Advertising and
consumer tastes
Population
Consumer expectations
2-5
M = income.
Normal good.
Inferior good.
H = any other variable affecting demand.
2-6
Demand Function
Qxd = 10 2Px
A
B
D0
4
Quantity
2-7
Change in Demand
Price
6
D1
D0
7
13
Quantity
2-8
2-9
Consumer Surplus:
The value
consumers get from
a good but do not
have to pay for.
Consumer surplus
will prove
particularly useful
in marketing and
other disciplines
2-10
2-11
Consumer Surplus:
The Discrete Case
Price
Consumer Surplus:
The value received but not
paid for. Consumer surplus =
(8-2) + (6-2) + (4-2) = $12.
10
8
6
4
2
D
1
Quantity
2-12
Consumer Surplus:
The Continuous Case
Price $
10
Consumer
Surplus =
$24 - $8 =
$16
Value
of 4 units = $24
8
6
Expenditure on 4 units =
$2 x 4 = $8
4
2
D
1
Quantity
2-13
2-14
S0
Quantity
2-15
Supply Shifters
Input prices
Technology or
government regulations
Number of firms
Entry
Exit
Substitutes in production
Taxes
Excise tax
Ad valorem tax
Producer expectations
2-16
Px = price of good X.
2-17
Supply Function
Qxs = 10 + 2Px
2-18
20
A
10
10
Quantity
2-19
Change in Supply
S0 to S1: Increase in supply
Price
S0
S1
8
6
5
Quantity
2-20
Producer Surplus
The amount producers receive in excess of the amount
necessary to induce them to produce the good.
Price
S0
P*
Q*
Quantity
2-21
Market Equilibrium
The Price (P) that Balances
supply and demand
Qx S = Q x d
No shortage or surplus
Steady-state
2-22
7
6
5
D
Shortage
12 - 6 = 6
6
12
Quantity
Price
9
8
7
D
6
14
Quantity
2-23
Price Restrictions
Price Ceilings
Examples:
Gasoline prices in the 1970s.
Housing in New York City.
Proposed restrictions on ATM fees.
Price Floors
Examples:
Minimum wage.
Agricultural price supports.
2-24
PF
P*
P Ceiling
D
Shortage
Qs
Q*
Qd
Quantity
2-25
2-26
PF = Pc + (PF - PC)
PF = full economic price
PC = price ceiling
PF - PC = nonpecuniary price
2-27
2-28
Surplus
PF
P*
D
Qd
Q*
QS
Quantity
2-29
2-30
2-31
2-32
2-33
S
S*
P0
P*
Q*
Quantity of PCs
2-34
contracts/suppliers?
inventories?
human resources?
marketing?
do I need quantitative estimates?
2-35
P1
P0
D*
D
Q0 Q1
Quantity of
Software
2-36
2-37
2-38
Conclusion
Use supply and demand analysis to