1. Market Demand 3-1 The Law of Demand 3-2 Shifts in the Demand Curve 3-3
Elasticity of Demand

2. 3-1
The Law of Demand
LO1-1
Explain the law of demand and how a demand schedule is represented in a demand curve.
LO1-2
Understand the difference between an individual and a market demand curve.

3. The Law of Demand 3-1 demand quantity demanded law of demand
The Demand Curve
demand
quantity demanded
law of demand
demand schedule
demand curve
Market Demand
individual demand curve
market demand curve

4. The Demand Curve
Demand is the relationship between the price and quantity demanded for a good or service, then there variables are held constant.
In a market, demand is the buying side.
Demand is based on the assumption that other variables remain constant or unchanged.
Quantity demanded is the amount of goods and services purchased at a given price.
3-1 The Law of Demand

5. The Demand Curve
The law of demand states there is an inverse relationship between the price of a good or service and the quantity buyers purchase.
3-1 The Law of Demand

6. Quantity Demanded per Year
The Demand Curve
A demand schedule is a table that lists the quantity of a good or service consumers purchase at various possible prices.
3-1 The Law of Demand
Point
Price per DVD
Quantity Demanded per Year A
$20 4 B 15 8 C 10 12 D 5 16

7. The Demand Curve
A demand curve is formed by the line connecting points that represent possible combinations of price and quantity purchased by consumers.
3-1 The Law of Demand
By moving along the curve, you can find the quantity demanded by a buyer at any possible selling price.

8. An individual demand curve is the demand for a single consumer.
Market Demand
3-1 The Law of Demand
An individual demand curve is the demand for a single consumer.
A market demand curve is the sum of all individual demand curves in a market.

9. Shifts in the Demand Curve
3-2
Shifts in the Demand Curve
LO 2-1
Explain the difference between change in quantity demanded and change in demand.
LO 2-2
Identify demand shifter variables that cause changes in demand.

10. Shifts in the Demand Curve
3-2
Shifts in the Demand Curve
Difference in Change in Quantity Demanded and Change in Demand
change in quantity
demanded
change in demand
Demand Shifter Factors
normal good
inferior good
substitute
complement

11. Difference in Quantity Demanded and Change in Demand
A change in quantity demanded is a movement between points along a demand curve, based on the assumption all other demand shifter factors remain constant.
3-2 Shifts in the Demand Curve

12. Difference in Quantity Demanded and Change in Demand
A change in demand is an increase (rightward shift) or a decrease (leftward shift) in the demand curve.
This increase means that at all possible prices consumers are buying more than before the shift.
3-2 Shifts in the Demand Curve

13. Difference in Quantity Demanded and Change in Demand
A change in demand is an increase (rightward shift) or a decrease (leftward shift) in the demand curve.
This decrease means that at all possible prices consumers are buying less than before the shift.
3-2 Shifts in the Demand Curve

14. Demand Shifter Factors
A normal good is any good for which there is a direct relationship between change in income and its demand curve.
An inferior good is any good for which there is a inverse relationship between change in income and its demand curve.
3-2 Shifts in the Demand Curve

15. Demand Shifter Factors
Substitutes are goods that compete for consumer purchases. Examples: soda – Sports drink, juice, starbucks
Complements are goods that consumers purchase together with another good. Examples: Peanut Butter & Jelly, or CellPhone & cellphone case, or an Automobile & Gasoline, Iphone 7 & wireless headphones
3-2 Shifts in the Demand Curve

16. 3-3
Elasticity of Demand
LO 3-1
Understand the difference between elastic, inelastic, and unitary elastic demand.
LO 3-2
Explain how total revenue is related to
price elasticity of demand.

17. Elasticity of Demand 3-3 total revenue elasticity of demand
Why Elasticity of Demand Matters
total revenue
elasticity of demand
elastic demand
inelastic demand
unitary elastic demand
Total Revenue Test

18. Why Elasticity of Demand Matters
Total revenue is the total dollars a firm receives from the sale of a good or service.
It is equal to the price multiplied by the quantity demanded.
You need to measure the relative size of changes in the price and the quantity demanded.
You must calculate and compare the percentage change in quantity demanded that is caused by a percentage change in price.
3-3 Elasticity of Demand

19. Why Elasticity of Demand Matters
Elasticity of demand is the ratio of the percentage change in the quantity demanded of a product to a percentage change in its price.
These formulas are used to measure the degree of elasticity of demand.
3-3 Elasticity of Demand

20. Unitary elastic demand -
Why Elasticity of Demand Matters
Elastic demand -
Inelastic demand -
Unitary elastic demand -
3-3 Elasticity of Demand

21. Total Revenue Test
Business need to know about elasticity of demand because it determines the size of total revenue or sales.
Knowledge of the elasticity of demand helps a business make pricing decisions that result in the greatest total revenue.