Micro-Scholarship, What it is, How can it help me.pdf
Monopoly, oligopoly, monopolistic competition
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LESSON
Chapter
Section
p
a
g
e
1
5
2
2. In this section we’ll be
looking at advertising’s
major role in 2 types of
market structures.
3. Perfect Competition
is a ______ structure
It has many______________ , & no
single __________can affect prices.
market
buyers & sellers
buyer/seller
4. In the U.S.
Most industries represent some form of
IMPERFECT COMPETITION
3 types of IMPERFECT MKT STRUCTURES
Monopoly / Oligopoly / Monopolistic Competition
5. The most extreme form of
IMPERFECT COMPETITION
A Pure Monopoly
One seller controls the supply of the
good/service & thus determines the price.
EX: ?Some local utility companies
Few such
markets exist
in the world
6. So a monopoly
is a market situation in which a single supplier
makes up an entire industry for a good/service
with no close substitutes.
NEXT: characteristics of a monopoly
7. 1 A SINGLE SELLER
2 NO SUBSTITUTES
3 NO ENTRY
4 Almost Complete MKT Price Control
Characteristics of a Monopoly
8. 3. NO ENTRY
Monopolist is protected by
obstacles to competition
preventing others from
entering the market.
9. 4. Almost Complete MKT Price Control
By controlling the available
supply, the monopolist can
control the market price.
10. BARRIERSTOENTRY
IF a monopoly is
making all the profits
in a particular industry,
why don’t others jump
in to get a share?
OBSTACLES to COMPETITION
that prevent others
from entering a market
12. Another BARRIER of ENTRY
COST OF GETTING STARTED
OR Excessive Money Capital Costs
E X A M P L E : CAR & STEEL INDUSTRIES
BIGinitalinvestment– costof equipment
= HUGE startup costs keep companies
from entering some industries.
Owning essential raw materials is also a
barrier of entry. EXAMPLE:TheDeBeersCompany
13. 4 Types of Pure Monopolies
Distinction iswhytheyexist
1.Natural
2.Geographic
3.Technological
4.Government
14. IN THE PAST,
they thought having 1 company providing a
public good or service was + efficient, or
natural.
SO
Gov. granted exclusive rights to
NATURAL MONOPOLIES
= providers of such things as utilities,
AND ???
22. GOVERNMENT MONOPOLY
SIMILAR TO Natural, Geographic, or Technological Monopoly?S I M I L A R TO N a t u ra l , M o n o p o l y
Thedifferenceisthatthegovernmentitself holdsthemonopoly
EXAMPLES?
30. 5 CONDITIONS for a MKT structure
to be an OLIGOPOLY
Domination–Few Sellers
BarrierstoEntry
Identical/SlightlyDifferentProducts
Non-PriceCompetition
Interdependence
31. Domination by a Few Sellers
Several
LARGE
firms
to80%ofthemarket
32. D o m i n a t i o n b y a F e w S e l l e rs
BARRIERS to ENTRY
HIGH
DIFFICULT
CapitalCosts
for new
companies to
enter major
markets
47. PRODUCT DIFFERENTIATION
The price you pay for BRAND product
isn’t just based on supply/demand.
Manufacturers’ use
of minor
differences in
quality/features to
try to differentiate
between similar
goods & services
48. INTERDEPENDENT BEHAVIOR
FEW FIRMS in oligopolies
SO When 1 airline cuts its airfares to gain
MKT share, the others follow suit
PRICE WAR
LOWER PRICES
Initially good for consumers
Ifpricesdroptoomuch,anairlinemaybeforcedoutofbusiness
FEWERairlines/LESSCOMPETITION/PRICESINCREASEinthelongrun
49. Competing Firms in an Oliogopoly
Secretly agree to RAISE PRICES / DIVIDE the MKT
51. A n i m p o r t a n t fo r m o f C O L LU S I O N
Anarrangementamonggroupsofindustrialbusinesses,often
indifferentcountries,toreduceinternationalcompetition
52. MOST COMMON
U.S. Market Structure
Monopolistic
L A R G E # o f S E L L E R S o f f e r S I M I I L A R ,
s l i g h t l y d i f f e r e n t P R O D U C T S
EXAMPLES:?
62. SOME CONTROL over PRICE
BuildingCUSTOMERLOYALTYthruPRODUCTDIFFERENTIATION,
eachfirmhasSOMECONTROLoverthePRICEitcharges
63. MONOPOLISTICCOMPETION&OLIGOPOLY
are similar
B I G D I F F E R E N C E / # o f S E L L E R S
OLIGOPOLY – FEW FIRMS dominate an industry.
CONTROL over PRICE is interdependent.
MONOPOLISTIC COMPETIONhasMANYFIRMS,NOreal
INTERDEPENDENCE/SLIGHTDIFFERENCEamongproducts
68. MONOPOLY oneseller
Uniqueproduct
NO close substitute to
product / service
BarrierstoEntry VERY HIGH
Control Over Price CONSIDERABLE
EXAMPLES: Water,electricity,1stclassmaildelivery
69. MONOPOLISTIC COMPETITION
MANY SELLERS Differentiated products
Barriers to Entry EASY
Control Over Price YES.Notasmuchasmonopoly;
ConsumerDemand
EXAMPLES: Clothing, Restaurant meals