Principles of Marketing Perfect Competition Microeconomics All text in these slides is taken from https://courses.lumenlearning.com/waymakermacromicro-fall2016/ where it is published under one or more open licenses. All images in these slides are attributed in the notes of the slide on which they appear and licensed as indicated. Cover Image: Untitled Author: Radek Grzybows  Located at: https://unsplash.com/photos/8tem2WpFPhM License: Creative Commons Zero What is Marketing? Principles of Marketing

Perfect Competition many firms produce identical products many buyers are available to buy the product, and many sellers are available to sell the product sellers and buyers have all relevant information to make rational decisions about the product being bought and sold firms can enter and leave the market without any restrictions—in other words, there is free entry and exit into and out of the market Tomato Collage. Farmer’s Market by Andre Natta, CC-BY. Firey Tomatoes by Swaminathan, CC-BY. NorthCharleston Farmer’s Market by NorthCharleston, CC-BY-SA. What’s Better than Love CC torbakhopper, CC-BY.

Price Taker A perfectly competitive firm is known as a price taker, because the pressure of competing firms forces them to accept the prevailing equilibrium price in the market

Short-run and Long-run A short-run production period is when firms are producing with some fixed inputs Long-run equilibrium in a perfectly competitive industry occurs after all firms have entered and exited the industry and seller profits are driven to zero

Supply and Demand The central characteristic of the model of perfect competition is the fact that price is determined by the interaction of demand and supply; buyers and sellers are price takers. The model of perfect competition underlies the model of demand and supply.

Industry vs. Firms An industry is made up of firms selling similar products. In perfect competition there are many firms in an industry

Supply and Demand for a Perfectly Competitive Industry Principles of Microeconomics Section 9.2 . Authored by: Anonymous. Located at: http://2012books.lardbucket.org/books/microeconomics-principles-v2.0/s12-competitive-markets-for-goods-.html. License: CC BY-NC-SA: Attribution-NonCommercial-ShareAlike Perfect competiton: Demand curve for individual producer. Authored by: lostmy1. Provided by: University of South Africa. Located at: https://youtu.be/ZhGDce_a5eE?list=PL616B7E47EF9203CC. License: CC BY: Attribution Perfect competition: Average revenue = marginal revenue = price. Authored by: lostmy1. Provided by: University of South Africa. Located at: https://youtu.be/Nm6LY0V3YuQ?list=PL616B7E47EF9203CC. License: CC BY: Attribution

Total Revenue, Marginal Revenue, and Average Revenue Principles of Microeconomics Section 9.2 . Authored by: Anonymous. Located at: http://2012books.lardbucket.org/books/microeconomics-principles-v2.0/s12-competitive-markets-for-goods-.html. License: CC BY-NC-SA: Attribution-NonCommercial-ShareAlike Perfect competiton: Demand curve for individual producer. Authored by: lostmy1. Provided by: University of South Africa. Located at: https://youtu.be/ZhGDce_a5eE?list=PL616B7E47EF9203CC. License: CC BY: Attribution Perfect competition: Average revenue = marginal revenue = price. Authored by: lostmy1. Provided by: University of South Africa. Located at: https://youtu.be/Nm6LY0V3YuQ?list=PL616B7E47EF9203CC. License: CC BY: Attribution

Demand Curve for a Perfectly Competitive Firm Principles of Microeconomics Section 9.2 . Authored by: Anonymous. Located at: http://2012books.lardbucket.org/books/microeconomics-principles-v2.0/s12-competitive-markets-for-goods-.html. License: CC BY-NC-SA: Attribution-NonCommercial-ShareAlike Perfect competiton: Demand curve for individual producer. Authored by: lostmy1. Provided by: University of South Africa. Located at: https://youtu.be/ZhGDce_a5eE?list=PL616B7E47EF9203CC. License: CC BY: Attribution Perfect competition: Average revenue = marginal revenue = price. Authored by: lostmy1. Provided by: University of South Africa. Located at: https://youtu.be/Nm6LY0V3YuQ?list=PL616B7E47EF9203CC. License: CC BY: Attribution

Practice Question In terms of elasticity, how would you describe the demand curve for a single firm in a perfectly competitive market? Perfectly elastic. Note the horizontal demand line.

Total, Average, and Marginal Revenue and Price Total Revenue equals price times quantity TR = P x Q Average revenue equals marginal revenue, which equals price in a perfectly competitive market MR=P=AR

Output decisions A perfectly competitive firm has only one major decision to make—namely, what quantity to produce. To understand why this is so, consider a different way of writing out the basic definition of profit: Profit = Total Revenue – Total Cost = (Price)(Quantity Produced) – (Average Cost)(Quantity Produced)

Total Cost and Total Revenue Principles of Microeconomics Chapter 8.2. Authored by: OpenStax College. Located at: http://cnx.org/contents/6i8iXmBj@10.31:9ACVqdAi@13/How-Perfectly-Competitive-Firm. License: CC BY: Attribution. License Terms: Download for free at http://cnx.org/content/col11627/latest Perfect competition: Point of profit maximisation. Authored by: lostmy1. Provided by: University of South Africa. Located at: https://youtu.be/RTbqy8vSzFs?list=PL616B7E47EF9203CC. License: CC BY: Attribution

Marginal Revenue and Cost Formulas Principles of Microeconomics Chapter 8.2. Authored by: OpenStax College. Located at: http://cnx.org/contents/6i8iXmBj@10.31:9ACVqdAi@13/How-Perfectly-Competitive-Firm. License: CC BY: Attribution. License Terms: Download for free at http://cnx.org/content/col11627/latest Perfect competition: Point of profit maximisation. Authored by: lostmy1. Provided by: University of South Africa. Located at: https://youtu.be/RTbqy8vSzFs?list=PL616B7E47EF9203CC. License: CC BY: Attribution

Marginal Revenue and Cost Principles of Microeconomics Chapter 8.2. Authored by: OpenStax College. Located at: http://cnx.org/contents/6i8iXmBj@10.31:9ACVqdAi@13/How-Perfectly-Competitive-Firm. License: CC BY: Attribution. License Terms: Download for free at http://cnx.org/content/col11627/latest Perfect competition: Point of profit maximisation. Authored by: lostmy1. Provided by: University of South Africa. Located at: https://youtu.be/RTbqy8vSzFs?list=PL616B7E47EF9203CC. License: CC BY: Attribution

Equilibrium Principles of Microeconomics Chapter 8.2. Authored by: OpenStax College. Located at: http://cnx.org/contents/6i8iXmBj@10.31:9ACVqdAi@13/How-Perfectly-Competitive-Firm. License: CC BY: Attribution. License Terms: Download for free at http://cnx.org/content/col11627/latest Perfect competition: Point of profit maximisation. Authored by: lostmy1. Provided by: University of South Africa. Located at: https://youtu.be/RTbqy8vSzFs?list=PL616B7E47EF9203CC. License: CC BY: Attribution Marginal Revenues and Marginal Costs at the Raspberry Farm: Raspberry Market. The equilibrium price of raspberries is determined through the interaction of market supply and market demand at $4.00.

Profit Price and Average Cost at the Raspberry Farm In (a), price intersects marginal cost above the average cost curve. Since price is greater than average cost, the firm is making a profit Principles of Microeconomics Chapter 8.2. Authored by: OpenStax College. Provided by: Rice University. Located at: http://cnx.org/contents/6i8iXmBj@10.31:9ACVqdAi@13/How-Perfectly-Competitive-Firm. License: CC BY: Attribution. License Terms: Download for free at http://cnx.org/content/col11627/latest

Break-even In (b), price intersects marginal cost at the minimum point of the average cost curve. Since price is equal to average cost, the firm is breaking even Principles of Microeconomics Chapter 8.2. Authored by: OpenStax College. Provided by: Rice University. Located at: http://cnx.org/contents/6i8iXmBj@10.31:9ACVqdAi@13/How-Perfectly-Competitive-Firm. License: CC BY: Attribution. License Terms: Download for free at http://cnx.org/content/col11627/latest

Loss In (c), price intersects marginal cost below the average cost curve. Since price is less than average cost, the firm is making a loss Principles of Microeconomics Chapter 8.2. Authored by: OpenStax College. Provided by: Rice University. Located at: http://cnx.org/contents/6i8iXmBj@10.31:9ACVqdAi@13/How-Perfectly-Competitive-Firm. License: CC BY: Attribution. License Terms: Download for free at http://cnx.org/content/col11627/latest

Profit and Loss If… Then… Price > ATC Firm earns an economic profit Firm earns zero economic profit Price < ATC Firm earns a loss Principles of Microeconomics Chapter 8.2. Authored by: OpenStax College. Provided by: Rice University. Located at: http://cnx.org/contents/6i8iXmBj@10.31:9ACVqdAi@13/How-Perfectly-Competitive-Firm. License: CC BY: Attribution. License Terms: Download for free at http://cnx.org/content/col11627/latest

When should a firm shut down? price < minimum average variable cost, then firm shuts down price = minimum average variable cost, then firm stays in business shutdown point: level of output where the marginal cost curve intersects the average variable cost curve at the minimum point of AVC; if the price is below this point, the firm should shut down immediately

Profit, Loss, Shutdown Point Principles of Microeconomics Chapter 8.2. Authored by: OpenStax College. Located at: http://cnx.org/contents/6i8iXmBj@10.31:9ACVqdAi@13/How-Perfectly-Competitive-Firm. License: CC BY: Attribution. License Terms: Download for free at http://cnx.org/content/col11627/latest

Entry and Exit Entry: the long-run process of firms entering an industry in response to industry profits Exit: the long-run process of firms reducing production and shutting down in response to industry losses Many firms entering or exiting the market will affect overall supply in the market. In turn, a shift in supply for the market as a whole will affect the market price. Entry and exit to and from the market, in the long run, pushes the price down to minimum average total costs so that all firms are earning a zero profit

Long-run Equilibrium Long-run equilibrium: where all firms earn zero economic profits producing the output level where P = MR = MC and P = AC

Adjustment Process in Different Types of Industries

Efficiency Long-run equilibrium in perfectly competitive markets meets two important conditions: allocative efficiency and productive efficiency. These two conditions have important implications. First, resources are allocated to their best alternative use. Second, they provide the maximum satisfaction attainable by society.

Quick Review What are the characteristics of Perfect Competition? What is the difference between the firm and the industry? How do economists calculate and graph the firm’s fixed, variable, average, marginal and total costs? How do economists measure variable and total costs as the area under the average variable and average total cost curves? What are the break-even, and the shutdown points of production for a perfectly competitive firm? What is the difference between short run and long run equilibrium? Why are perfectly competitive markets efficient?