1. Basic Concepts: Demand and Supply Analysis

2. Demand
Demand indicates how much of a good consumers are willing and able to buy at each possible price during a given time period, other things constant

3. Law of Demand
Quantity demanded varies inversely with price, other things constant (ceteris paribus)
The higher the price, the smaller the quantity demanded
The lower the price, the larger the quantity demanded

4. Exhibit 1: Demand Schedule & Demand Curve for Pizza
(b) Demand Curve e d c b $0 $3 $6 $9
$12
$15
$18 8 14 20 26 32
Millions of Pizzas per week
Price per Pizza a
(a) Demand Schedule
Price per Quantity Demanded
Pizza per Week (millions)
a) $ b) c) d) e)

5. Demand and Quantity Demanded
$15.00
Demand for pizza is not a specific quantity, but rather the entire relation between price and quantity demanded
An individual point on the demand curve shows the quantity demanded at a particular price. t r a b u
12.00 q r e c p
9.00 e c i r
6.00 d P e
3.00 D
Millions of pizzas per week

6. Shifts of the Demand Curve
Non-Price factors that shift the demand curve.
Money income of consumers
Prices of related goods
Consumer expectations
Number and composition of consumers in the market
Consumer tastes

7. Exhibit 2: Increase in the Market Demand
Income increases:
some consumers will now be able to buy more pizza at each price  market demand increases  demand shifts to the right from D to D'
$15 b f 12
Price 9 6 D' 3 D 32
Millions of pizzas per week

8. Changes in Consumer Income
Goods can be classified into two broad categories:
Normal goods: the demand increases when income increases and decreases when income decreases
Inferior goods: the demand decreases when income increases and increases when income decreases

9. Changes in the Prices of Related Goods
Prices of other goods are another of the factors assumed constant along a given demand curve
Two general relationships
Two goods are substitutes if consumers will readily replace one with another, given a change in the relative price.
Two goods are complements if they are purchased/used in conjunction with one another.

10. Changes in Consumer Expectations
If individuals expect income to increase in the future, current demand increases and vice versa
If individuals expect prices to increase in the future, current demand increases OR decreases if future prices are expected to decrease

11. Consumer Tastes

12. Market Size
*Demographic shifts

13. Practice Problems Market for IPods 1. Apple opens markets in Macao.
For each situation, graph what will happen to the demand curve and explain the change in the graph.
Market for IPods
1. Apple opens markets in Macao.
2. Dell is able to sell an exact duplicate of the IPod at a cheaper price.
3. There are reports of a recession

14. Practice 4. ITunes cost more to download.
5. The price of IPods decreases.
6. IPods lose their popularity.
7. It is cheaper to make an IPod.

15. Supply
Law of supply states that the quantity supplied is usually directly related to its price, other things constant
The lower the price, the smaller the quantity supplied
The higher the price, the greater the quantity supplied
higher prices attract resources from lower-valued uses

16. Exhibit 3: Supply Schedule and Curve for Pizzas
Price per Quantity Supplied
Pizza per Week (millions) $
Price S
$15 12 9
Price and quantity supplied are directly, or positively, related: producers offer more for sale at higher prices than at lower ones: Supply curve slopes upward 6 3 12
Millions of pizzas per week

17. Supply and Quantity Supplied
Supply refers to the relation between the price and quantity supplied as reflected by the supply curve
Quantity supplied refers to a particular amount offered for sale at a particular price; a particular point on a supply curve

18. Shifts of the Supply Curve
Determinants of supply other than the price of the good
State of technology
Prices of relevant resources (inputs)
Prices of related goods
Producer expectations
Number of producers in the market
(Taxes & Subsidies)

19. Change in Technology Can Mean an Increase in Supply
A high-tech oven, is invented
Production costs fall  suppliers will be more willing and more able to supply the good  rightward shift of the supply curve from S to S'.
Result: more is supplied at each possible price S S'
$15.00 g
12.00 h
9.00
Price per quart
6.00
3.00
Millions of pizzas per week

20. Changes in the Prices of Relevant Resources
Resources that are employed in the production of the good in question
Ex: If the price of mozzarella cheese falls, the cost of pizza production declines

21. Prices of Alternative Goods
Alternative goods are those that use some of the same resources employed to produce the good under consideration
Ex: As the price of bread increases, so does the opportunity cost of producing pizza and the supply of pizza declines

22. Changes in Producer Expectations
When a good can be easily stored, expecting future prices to be higher may reduce current supply
More generally, any change expected to affect future profitability could shift the supply curve

23. Number of Producers
Since market supply sums the amounts supplied at each price by all producers, the market supply depends on the number of producers in the market

24. Practice Problems Market for Sweaters
1. A new manufacturer starts making sweaters.
2. The government gives a tax rebate to all sweater manufacturers.

25. Practice 3. There is going to be a very cold winter.
4. The price of cotton decreases.
5. Lambs are no longer allowed to be used for their wool.
6. The unemployment rate keeps increasing.