CHAPTER 2

Market Forces:
Demand and Supply

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Chapter Overview
Chapter Outline
• Demand
– Factors that change quantity demanded and factors that change demand
– The demand function
– Consumer surplus
• Supply
– Factors that change quantity supplied and factors that change supply
– The supply function
– Producer surplus
• Market equilibrium
• Price restrictions and market equilibrium
– Price ceilings
– Price floors
• Comparative statics
– Changes in demand
– Changes in supply
– Simultaneous shifts in supply and demand

2-2
 Demand
Demand
• Market demand curve
– Illustrates the relationship between the total
quantity and price per unit of a good all
consumers are willing and able to purchase,
holding other variables constant.
• Law of demand
– The quantity of a good consumers are willing and
able to purchase increases (decreases) as the
price falls (rises).

2-3
 Demand
Market Demand Curve
Price ($)
$40

$30

$20

$10
Demand

0 20 40 60 80 Quantity
(thousands per year)

2-4
 Demand
Changes in Quantity Demanded
• Changing only price leads to changes in
quantity demanded.
– This type of change is graphically represented by a
movement along a given demand curve, holding
other factors that impact demand constant.
• Changing factors other than price lead to
changes in demand.
– These types of changes are graphically
represented by a shift of the entire demand curve.

2-5
 Demand
Changes in Demand
Price

A Increase
in
demand

Decrease
in B
demand

D1
D2 D0

0 Quantity

2-6
 Demand
Demand Shifters
• Income
– Normal good
– Inferior good
• Prices of related goods
– Substitute goods
– Complement goods
• Advertising and consumer tastes
– Informative advertising
– Persuasive advertising
• Population
• Consumer expectations
• Other factors
2-7
 Demand
Advertising and the Demand for Clothing
Price of
high-style
clothing
Due to an
increase in
advertising
$50

$40

D2
D1
0 50,000 60,000 Quantity of
high-style
clothing
2-8
 Demand
The Demand Function
• The demand function for good X is a
mathematical representation describing how
many units will be purchased at different
prices for good X, different prices of a related
good Y, different levels of income, and other
factors that affect the demand for good X.

2-9
 Demand
The Linear Demand Function

2-10
 Demand
Understanding the Linear Demand Function

2-11
 Demand
The Linear Demand Function in Action

2-12
 Demand
Inverse Demand Function

2-13
 Demand
Graphing the Inverse Demand Function in Action

Price

$2,020

0 6,060 Quantity

2-14
 Demand
Consumer Surplus
• Marketing strategies – like value pricing and
price discrimination – rely on understanding
consumer value for products.
– Total consumer value is the sum of the maximum
amount a consumer is willing to pay at different
quantities.
– Total expenditure is the per-unit market price
times the number of units consumed.
– Consumer surplus is the extra value that
consumers derive from a good but do not pay for.

2-15
 Demand
Market Demand and Consumer Surplus in Action

Consumer Surplus
Price per
liter
Consumer Surplus:
0.5($5 - $3)x(2-0) = $2
$5
Total Consumer Value:
0.5($5 - $3)x2+(3-0)(2-0) = $8
$4

$3 Expenditures:
$(3-0) x (2-0) = $6
$2

$1 Demand

0 1 2 3 4 5 Quantity
in liters

2-16
 Supply
Supply
• Market supply curve
– Summarizes the relationship between the total
quantity all producers are willing and able to
produce at alternative prices, holding other
factors affecting supply constant.
• Law of supply
– As the price of a good rises (falls), the quantity
supplied of the good rises (falls), holding other
factors affecting supply constant.

2-17
 Supply
Changes in Quantity Supplied
• Changing only price leads to changes in
quantity supplied.
– This type of change is graphically represented by a
movement along a given supply curve, holding
other factors that impact supply constant.
• Changing factors other than price lead to
changes in supply.
– These types of changes are graphically
represented by a shift of the entire supply curve.

2-18
 Supply
Change in Supply in Action
Price
S1 S0

B S2
Decrease
in supply

Increase
in supply
A

0 Quantity

2-19
 Supply
Supply Shifters
• Input prices
• Technology or government regulation
• Number of firms
– Entry
– Exit
• Substitutes in production
• Taxes
– Excise tax
– Ad valorem tax
• Producer expectations

2-20
 Supply
Change in Supply in Action
Excise tax
Price
of S0+t
gasoline
$1.20 S0
t = 20¢
t

$1.00 t = per unit tax of 20¢

0 Quantity of
gasoline per
week
2-21
 Supply
Change in Supply in Action
Price Ad valorem tax
of
backpacks
S1 = 1.20 x S0
$24

S0

$20
$12

$10

0 1,100 2,450 Quantity of

backpacks per
week
2-22
 Supply
The Supply Function
• The supply function for good X is a
mathematical representation describing how
many units will be produced at different prices
for X, different prices of inputs W, prices of
technologically related goods, and other
factors that affect the supply for good X.

2-23
 Supply
The Linear Supply Function

2-24
 Supply
Understanding the Linear Supply Function

2-25
 Supply
The Linear Supply Function in Action

2-26
 Supply
Inverse Supply Function

2-27
 Supply
Producer Surplus
• The amount producers receive in excess of the
amount necessary to induce them to produce
the good.

2-28
 Supply
Producer Surplus in Action

Price Supply

$400
Producer surplus

0 800 Quantity

2-29
 Market Equilibrium
Market Equilibrium
• Competitive market equilibrium
– Price of a good is determined by the interactions
of the market demand and market supply for the
good.
– A price and quantity such that there is no shortage
or surplus in the market.
– Forces that drive market demand and market
supply are balanced, and there is no pressure on
prices or quantities to change.

2-30
 Market Equilibrium
Market Equilibrium I

Price Supply
Surplus

Shortage
Demand

0 Quantity

2-31
 Market Equilibrium

Market Equilibrium II

2-32
 Price Restrictions and Market Equilibrium

Price Restrictions
• In a competitive market equilibrium, price and
quantity freely adjust to the forces of demand
and supply.
• Sometimes the government restricts how
much prices are permitted to rise or fall.
– Price ceiling
– Price floor

2-33
 Price Restrictions and Market Equilibrium

Price Ceiling in Action I

Price Supply

Lost social welfare

Nonpecuniary price

Priceceiling

Shortage
Demand

0 Quantity

2-34
 Price Restrictions and Market Equilibrium

Price Ceiling in Action II

2-35
 Price Restrictions and Market Equilibrium

Price Floor in Action I

Price Supply

Surplus

Pricefloor

Cost of
purchasing
excess supply

Demand

0 Quantity

2-36
 Price Restrictions and Market Equilibrium

Price Floor in Action II

2-37
 Comparative Statics

Comparative Statics
• Comparative static analysis
– The study of the movement from one equilibrium
to another.
• Competitive markets, operating free of price
restraints, will be analyzed when:
– Demand changes;
– Supply changes;
– Demand and supply simultaneously change.

2-38
 Comparative Statics

Changes in Demand
• Increase in demand only
– Increase equilibrium price
– Increase equilibrium quantity
• Decrease in demand only
– Decrease equilibrium price
– Decrease equilibrium quantity
• Example of change in demand
– Suppose that consumer incomes are projected to
increase 2.5% and the number of individuals over 25
years of age will reach an all time high by the end of
next year. What is the impact on the rental car
market?

2-39
 Comparative Statics

Change in Demand in Action

Demand for Rental Cars
Price Supply

$49

$45
Demand1

Demand0

0 100 104 108 Quantity

(thousands
rented per day)

2-40
 Comparative Statics

Changes in Supply
• Increase in supply only
– Decrease equilibrium price
– Increase equilibrium quantity
• Decrease in supply only
– Increase equilibrium price
– Decrease equilibrium quantity
• Example of change in supply
– Suppose that a bill before Congress would require
all employers to provide health care to their
workers. What is the impact on retail markets?

2-41
 Comparative Statics
Change in Supply in Action

Price Supply1

Supply0

Demand

0 Quantity

2-42
 Comparative Statics
Simultaneous Shifts in Supply and Demand
• Suppose that simultaneously the following
events occur:
– an earthquake hit Kobe, Japan and decreased the
supply of fermented rice used to make sake wine.
– the stress caused by the earthquake led many to
increase their demand for sake, and other
alcoholic beverages.
• What is the combined impact on Japan’s sake
market?

2-43
 Comparative Statics
Simultaneous Shifts in Supply and Demand in Action

Japan’s Sake Market

Price
Supply2
C
Supply1

B Supply0

A
Demand1
Demand0

0 Quantity

2-44
 Conclusion
• Demand and supply analysis is useful for
– Clarifying the “big picture” (the general impact of
a current event on equilibrium prices and
quantities).
– Organizing an action plan (needed changes in
production, inventories, raw materials, human
resources, marketing plans, etc.).

2-45
 Demand
Market Demand Curve
Price
(Dollars per Barrel)
International Oil Market

$140

$100

$60

$20 Demandoil

0 80 160 240 280 Quantity

(Millions of Barrels)

2-46
 Demand
Changes in Quantity Demanded
Price
(Dollars per Barrel) International Oil Market

$140

Increase in quantity demanded

$100
$90

Demandoil

0 80 100 280 Quantity

(Millions of Barrels)

2-47
 Demand
Change in Demand
International Oil Market
Price
(Dollars per Barrel)

$160

$140

$100
$90
Increase in demand

Demandoil2
Demandoil1

0 80 100 120 140 280 Quantity

(Millions of Barrels)

2-48
 Supply
Change in Quantity Supplied

International Oil Market

Price Supplyoil
(Dollars per Barrel)

$65
Increase in quantity supplied
$60

$20

0 80 90 Quantity
(Millions of Barrels)

2-49
 Supply
The Market Supply Curve

International Oil Market

Price Supplyoil
(Dollars per Barrel)

$140

$100

$60

$20

0 80 160 240 Quantity

(Millions of Barrels)

2-50
 Supply
Change in Supply in Action

International Oil Market

Price Supplyoil2 Supplyoil1
(Dollars per Barrel) Decrease in supply
$140

$100

$50

$20

0 100 160 180 240 Quantity

(Millions of Barrels)

2-51
 Market Equilibrium
Competitive Market Equilibrium I

International Oil Market

Price Supplyoil
(Dollars per Barrel) Surplus
$140 160 million barrels
Forces of demand and supply
$120 put downward
pressure on price.
Pe = $80 Competitive market equilibrium
Qd(Pe) = Qs(Pe)
Forces of demand and supply
$40 put upward pressure
Shortage on price.
$20 160 million barrels Demandoil

0 40 Qe = 120 200 280 Quantity

(Millions of Barrels)

2-52
 Price Restrictions and Market Equilibrium

Price Ceiling in Action I

International Oil Market

Price Supplyoil
(Dollars per Barrel)

$140 Lost social welfare

Nonpecuniary price

Pf = $120

Pe = $80 Competitive market equilibrium

Qd(Pe) = Qs(Pe)

Pc = $40 Priceceiling

Shortage
$20 160 million barrels Demandoil

0 40 Qe = 120 200 280 Quantity

(Millions of Barrels)

2-53
 Comparative Statics

Changes in Demand
• Increase in demand only
– Increase equilibrium price
– Increase equilibrium quantity
• Decrease in demand only
– Decrease equilibrium price
– Decrease equilibrium quantity
• Example of change in demand
– Suppose that worldwide demand for automobiles
is projected to decrease by 30% next year. What is
the impact on the international crude oil market?

2-54
 Comparative Statics

Change in Demand in Action

International Oil Market
Price Supplyoil
(Dollars per Barrel)

$140

Pe1 = $80

Pe2 = $54

$20 Demandoil2 Demandoil1

0 Qe2 = 68 Qe1 = 120 280 Quantity

(Millions of Barrels)

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 Comparative Statics

Changes in Supply
• Increase in supply only
– Decrease equilibrium price
– Increase equilibrium quantity
• Decrease in supply only
– Increase equilibrium price
– Decrease equilibrium quantity
• Example of change in supply
– Suppose that war breaks out in a major oil-
producing country in the Middle East. What is the
impact on the international crude oil market?

2-56
 Comparative Statics
Change in Supply in Action

International Oil Market

Price Supplyoil2 Supplyoil1
(Dollars per Barrel)

$140

Pe2 = $100
Pe1 = $80

$20 Demandoil

0 Qe2 = 80 Qe1 = 120 280 Quantity

(Millions of Barrels)

2-57
 Comparative Statics
Simultaneous Shifts in Supply and Demand
• Suppose that simultaneously the following
two events occur:
– worldwide demand for automobiles is projected
to decrease by 30% next year.
– war breaks out in a major oil-producing country in
the Middle East.
• What is the combined impact on the
international crude oil market?

2-58
 Comparative Statics
Simultaneous Shifts in Supply and Demand in Action

International Oil Market

Price Supplyoil2 Supplyoil1
(Dollars per Barrel)

$140

The equilibrium price increases

Pe1 = $80 or decreases depending on the
magnitude of the demand
Pe2 = $65 and supply changes.

$20 Demandoil2 Demandoil1

Qe2 = 10 Qe1 = 120 280 Quantity

(Millions of Barrels)

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