1. ECONOMICS and MICROECONOMICS Paul Krugman | Robin Wells Chapter 13
THIRD EDITION
ECONOMICS
and
MICROECONOMICS Paul Krugman | Robin Wells
Chapter 13
Monopoly

2. WHAT YOU WILL LEARN IN THIS CHAPTER
The significance of monopoly, where a single monopolist is the only producer of a good
How a monopolist determines its profit-maximizing output and price
The difference between monopoly and perfect competition, and the effects of that difference on society’s welfare
How policy makers address the problems posed by monopoly
What price discrimination is, and why it is so prevalent when producers have market power
WHAT YOU
WILL LEARN
IN THIS CHAPTER

3. Types of Market Structure
In order to develop principles and make predictions about markets and how producers will behave in them, economists have developed four principal models of market structure:
perfect competition
monopoly
oligopoly
monopolistic competition

4. Types of Market Structure
This system of market structures is based on two dimensions:
1) the number of producers in the market (one, few, or many)
2) whether the goods offered are identical or differentiated
Differentiated goods are goods that are different but considered somewhat substitutable by consumers (think Coke versus Pepsi).
Are Products Differentiated? No
Yes
One
Monopoly
Not applicable
How Many Producers Are There?
Oligopoly
Few
Figure Caption: Figure 13-1: Types of Market Structure
The behavior of any given firm and the market it occupies are analyzed using one of four models of market structure—monopoly, oligopoly, perfect competition, or monopolistic competition. This system for categorizing market structure is based on two dimensions: (1) whether products are differentiated or identical and (2) the number of producers in the industry—one, a few, or many.
Perfect competition
Monopolistic competition
Many

5. The Meaning of Monopoly
Our first departure from perfect competition…
A monopolist is a firm that is the only producer of a good that has no close substitutes. An industry controlled by a monopolist is known as a monopoly, e.g. De Beers.
The ability of a monopolist to raise its price above the competitive level by reducing output is known as market power.
What do monopolists do with this market power? Let’s take a look at the following graph.

6. 1. Compared with perfect competition, a monopolist reduces output…
What a Monopolist Does
Price S P M M
2. … and raises price. C P C
Equilibrium is at C, where the price is PC and the quantity is QC. A monopolist reduces the quantity supplied to QM, and moves up the demand curve from C to M, raising the price to PM. D Q M Q C
Quantity
Figure Caption: Figure 13-2: What a Monopolist Does
Under perfect competition, the price and quantity are determined by supply and demand. Here, the equilibrium is at C, where the price is PC and the quantity is QC. A monopolist reduces the quantity supplied to QM, and moves up the demand curve from C to M, raising the price to PM.
1. Compared with perfect competition, a monopolist reduces output…

7. 1. Compared with perfect competition, a monopolist reduces output…
What a Monopolist Does
Price M P M S
2. … and raises price. C P C
Equilibrium is at C, where the price is PC and the quantity is QC. A monopolist reduces the quantity supplied to QM, and moves up the demand curve from C to M, raising the price to PM. D Q M Q C
Quantity
Figure Caption: Figure 13-2: What a Monopolist Does
Under perfect competition, the price and quantity are determined by supply and demand. Here, the equilibrium is at C, where the price is PC and the quantity is QC. A monopolist reduces the quantity supplied to QM, and moves up the demand curve from C to M, raising the price to PM.
1. Compared with perfect competition, a monopolist reduces output…

8. Why Do Monopolies Exist?
A monopolist has market power, and as a result will charge higher prices and produce less output than a competitive industry.
This generates profit for the monopolist in the short run and long run.
Profits will not persist in the long run unless there is a barrier to entry. This can take the form of:
control of natural resources or inputs
increasing returns to scale
technological superiority
government-created barriers including patents and copyrights

9. Economies of Scale and Natural Monopoly
A natural monopoly exists when increasing returns to scale provide a large cost advantage to a single firm that produces all of an industry’s output.
It arises when increasing returns to scale provide a large cost advantage to having all of an industry’s output produced by a single firm.
Under such circumstances, average total cost is declining over the output range relevant for the industry.
This creates a barrier to entry because an established monopolist has lower average total cost than any smaller firm.

10. Increasing Returns to Scale Create Natural Monopoly
Price, cost
A natural monopoly can arise when fixed costs required to operate are very high  the firm’s ATC curve declines over the range of output at which price is greater than or equal to average total cost.
Natural monopoly. Average total cost is falling over the relevant output range
Natural monopolist’s break-even price A T C D
Figure Caption: Figure 13-3: Increasing Returns to Scale Create Natural Monopoly
A natural monopoly can arise when fixed costs required to operate are very high. When this occurs, the firm’s ATC curve declines over the range of output at which price is greater than or equal to average total cost. This gives the firm increasing returns to scale over the entire range of output at which the firm would at least break even in the long run. As a result, a given quantity of output is produced more cheaply by one large firm than by two or more smaller firms.
Quantity
Relevant output range
This gives the firm economies of scale over the entire range of output at which the firm would at least break even in the long run. As a result, a given quantity of output is produced more cheaply by one large firm than by two or more smaller firms.

11. ECONOMICS IN ACTION
Newly Emerging Markets: A Diamond Monopolist’s Best Friend
The De Beers Diamond mines in South Africa dwarfed all previous sources, so almost all of the world’s diamond production was concentrated in a few square miles.
De Beers either bought out new producers or entered into agreements with local governments that controlled some of the new mines, effectively making them part of the De Beers monopoly. 11

12. ECONOMICS IN ACTION
Newly Emerging Markets: A Diamond Monopolist’s Best Friend
De Beers controlled retail prices and when demand dropped, newly mined stones would be stored rather than sold, restricting retail supply until demand and prices recovered.
Government regulators have forced De Beers to loosen control of the market and competitors have also entered the industry.
However, De Beers being a “near-monopolist” still mines more diamonds than any other single producer. 12

13. GLOBAL COMPARISON: The Price We Pay

14. How a Monopolist Maximizes Profit
The price-taking firm’s optimal output rule is to produce the output level at which the marginal cost of the last unit produced is equal to the market price.
A monopolist, in contrast, is the sole supplier of its good. So its demand curve is simply the market demand curve, which is downward sloping.
This downward slope creates a “wedge” between the price of the good and the marginal revenue of the good—the change in revenue generated by producing one more unit.

15. Comparing Demand Curves
Demand Curve of an Individual Perfectly Competitive Producer
(b)
Demand Curve of a Monopolist
Price
Price
Market price D C D M
Quantity
Quantity
Figure Caption: Figure 13-4: Comparing the Demand Curves of a Perfectly Competitive Producer and a Monopolist
Because an individual perfectly competitive producer cannot affect the market price of the good, it faces a horizontal demand curve DC, as shown in panel (a). A monopolist, on the other hand, can affect the price. Because it is the sole supplier in the industry, its demand curve is the market demand curve DM, as shown in panel (b). To sell more output, it must lower the price; by reducing output, it raises the price.
An individual perfectly competitive firm cannot affect the market price of the good  it faces a horizontal demand curve DC, as shown in panel (a). A monopolist, on the other hand, can affect the price (sole supplier in the industry)  its demand curve is the market demand curve, DM, as shown in panel (b). To sell more output it must lower the price; by reducing output it raises the price.

16. How a Monopolist Maximizes Profit
An increase in production by a monopolist has two opposing effects on revenue:
A quantity effect: one more unit is sold, increasing total revenue by the price at which the unit is sold.
A price effect: in order to sell the last unit, the monopolist must cut the market price on all units sold. This decreases total revenue.
The quantity effect and the price effect are illustrated by the two shaded areas in panel (a) of the following figure based on the numbers in the table accompanying it.

17. A Monopolist’s Demand, Total Revenue, and Marginal Revenue Curves
Price, cost, marginal revenue of demand
(a)
Demand and Marginal Revenue
$1,000
Quantity effect = +$500 A
550 B
500
Price effect =
-$450 C 50 D 9 10 20
–200
Marginal revenue = $50 MR
–400
Quantity of diamonds
(b)
Total Revenue
Total Revenue
Quantity effect dominates price effect.
Price effect dominates quantity effect.
Figure Caption: Figure 13-5: A Monopolist’s Demand, Total Revenue, and Marginal Revenue Curves
Panel (a) shows the monopolist’s demand and marginal revenue curves for diamonds from Table The marginal revenue curve lies below the demand curve. To see why, consider point A on the demand curve, where 9 diamonds are sold at $550 each, generating total revenue of $4,950. To sell a 10th diamond, the price on all 10 diamonds must be cut to $500, as shown by point B. As a result, total revenue increases by the green area (the quantity effect: +$500) but decreases by the orange area (the price effect: −$450). So the marginal revenue from the 10th diamond is $50 (the difference between the green and orange areas), which is much lower than its price, $500. Panel (b) shows the monopolist’s total revenue curve for diamonds. As output goes from 0 to 10 diamonds, total revenue increases. It reaches its maximum at 10 diamonds—the level at which marginal revenue is equal to 0—and declines thereafter. The quantity effect dominates the price effect when total revenue is rising; the price effect dominates the quantity effect when total revenue is falling.
$5,000
4,000
3,000
2,000
1,000 TR 10 20
Quantity of diamonds

18. The Monopolist’s Demand Curve and Marginal Revenue
Due to the price effect of an increase in output, the marginal revenue curve of a firm with market power always lies below its demand curve.
So, a profit-maximizing monopolist chooses the output level at which marginal cost is equal to marginal revenue—not equal to price.
As a result, the monopolist produces less and sells its output at a higher price than a perfectly competitive industry would. It earns a profit in the short run and the long run.

19. The Monopolist’s Demand Curve and Marginal Revenue
To emphasize how the quantity and price effects offset each other for a firm with market power, notice the hill-shaped total revenue curve.
This reflects the fact that at low levels of output, the quantity effect is stronger than the price effect: as the monopolist sells more, it has to lower the price on only very few units, so the price effect is small.
As output rises beyond 10 diamonds, total revenue actually falls.
This reflects the fact that at high levels of output, the price effect is stronger than the quantity effect: as the monopolist sells more, it now has to lower the price on many units of output, making the price effect very large.

20. The Monopolist’s Profit-Maximizing Output and Price
To maximize profit, the monopolist compares marginal cost with marginal revenue.
If marginal revenue exceeds marginal cost, De Beers increases profit by producing more; if marginal revenue is less than marginal cost, De Beers increases profit by producing less.
So the monopolist maximizes its profit by using the optimal output rule:
At the monopolist’s profit-maximizing quantity of output:
MR = MC

21. The Monopolist’s Profit-Maximizing Output and Price
Price, cost, marginal revenue of demand
The optimal output rule: The profit maximizing level of output for the monopolist is at MR = MC, shown by point A, where the MC and MR curves cross at an output of 8 diamonds.
$1,000
Monopolist’s optimal point B P
600 M
Perfectly competitive industry’s optimal point
Monopoly profit P
200 MC = A T C C A C D
Figure Caption: Figure 13-6: The Monopolist’s Profit-Maximizing Output and Price
This figure shows the demand, marginal revenue, and marginal cost curves. Marginal cost per diamond is constant at $200, so the marginal cost curve is horizontal at $200. According to the optimal output rule, the profit-maximizing quantity of output for the monopolist is at MR=MC, shown by point A, where the marginal cost and marginal revenue curves cross at an output of 8 diamonds. The price De Beers can charge per diamond is found by going to the point on the demand curve directly above point A, which is point B here—a price of $600 per diamond. It makes a profit of $400 ×8 =$3,200. A perfectly competitive industry produces the output level at which P=MC, given by point C, where the demand curve and marginal cost curves cross. So a competitive industry produces 16 diamonds, sells at a price of $200, and makes zero profit. 8 10 16 20
Quantity of diamonds
–200 Q Q M C MR
–400
The price De Beers can charge per diamond is found by going to the point on the demand curve directly above point A, (point B here)—a price of $600 per diamond. It makes a profit of $400 × 8 = $3,200.

22. Pitfalls Finding the Monopoly Price
To find the profit-maximizing quantity of output for a monopolist, you look for the point where the marginal revenue curve crosses the marginal cost curve.
Point A in the upcoming figure is an example.
However, it’s important not to fall into a common error: imagining that point A also shows the price at which the monopolist sells its output.
It doesn’t.
It shows the marginal revenue received by the monopolist, which we know is less than the price. 22

23. Pitfalls Finding the Monopoly Price
To find the monopoly price, you have to go up vertically from A to the demand curve.
There you find the price at which consumers demand the profit-maximizing quantity.
So the profit-maximizing price-quantity combination is always a point on the demand curve, like B in the following figure. 23

24. ECONOMICS IN ACTION

25. Pitfalls Is There a Monopoly Supply Curve?
Given how a monopolist applies its optimal output rule, you might be tempted to ask what this implies for the supply curve of a monopolist.
But this is a meaningless question: monopolists don’t have supply curves.
Remember that a supply curve shows the quantity that producers are willing to supply for any given market price.
A monopolist, however, does not take the price as given; it chooses a profit-maximizing quantity, taking into account its own ability to influence the price. 25

26. FOR INQUIRING MINDS
Monopoly Behavior and the Price Elasticity of Demand
A monopolist faces marginal revenue that is less than the market price. But how much lower?
The answer depends on price elasticity of demand.
When a monopolist increases output by one unit, it must reduce the market price in order to sell that unit.
If the price elasticity of demand is less than 1, this will actually reduce revenue—that is, marginal revenue will be negative.
From Previous edition of the book.

27. FOR INQUIRING MINDS
Monopoly Behavior and the Price Elasticity of Demand
The monopolist can increase revenue by producing more only if the price elasticity of demand is greater than 1.
The higher the elasticity, the closer the additional revenue is to the initial market price.
A monopolist that faces highly elastic demand will behave almost like a firm in a perfectly competitive industry.
From Previous edition of the book.

28. Monopoly Versus Perfect Competition
P = MC at the perfectly competitive firm’s profit-maximizing quantity of output
P > MR = MC at the monopolist’s profit-maximizing quantity of output
Compared with a competitive industry, a monopolist does the following:
Produces a smaller quantity: QM < QC
Charges a higher price: PM > PC
Earns a profit

29. The Monopolist’s Profit
Price, cost, marginal revenue
Profit = TR − TC
= (PM × QM) − (ATCM × QM)
= (PM − ATCM) × QM MC A T C B P M
The average total cost of QM is shown by point C. Profit is given by the area of the shaded rectangle.
Monopoly profit A D A T C M C MR
Figure Caption: Figure 13-7: The Monopolist’s Profit
In this case, the marginal cost curve has a “swoosh” shape and the average total cost curve is U-shaped. The monopolist maximizes profit by producing the level of output at which MR=MC, given by point A, generating quantity QM. It finds its monopoly price, PM, from the point on the demand curve directly above point A, point B here. The average total cost of QM is shown by point C. Profit is given by the area of the shaded rectangle. Q
Quantity M
In this case, the MC curve is upward sloping and the ATC curve is U-shaped. The monopolist maximizes profit by producing the level of output at which MR = MC, given by point A, generating quantity QM. It finds its monopoly price, PM , from the point on the demand curve directly above point A, point B here.

30. ECONOMICS IN ACTION SHOCKED BY THE HIGH PRICE OF ELECTRICITY
Historically, electric utilities were recognized as natural monopolies.
In the late 1990s, however, there was a move toward deregulation, based on the belief that competition would result in lower retail electricity prices.
Competition was introduced at two junctures in the channel from power generation to retail customers:
1) distributors would compete to sell electricity to retail customers, and
2) power generators would compete to supply power to the distributors.

31. ECONOMICS IN ACTION SHOCKED BY THE HIGH PRICE OF ELECTRICITY
That was the theory, at least.
According to one detailed report, 92% of households in states claiming to have retail choice actually cannot choose an alternative supplier of electricity because their wholesale market is still dominated by one power generator.
What proponents of deregulation failed to realize is that the bulk of power generation still entails large up-front fixed costs.
Although many small, gas-fired power generators have been built in the last decade, massive, coal-fired plants are still the cheapest and most plentiful form of electricity generation.

32. ECONOMICS IN ACTION SHOCKED BY THE HIGH PRICE OF ELECTRICITY
In addition, deregulation and the lack of genuine competition enabled power generators to engage in market manipulation—intentionally reducing the amount of power they supplied to distributors in order to drive up prices.

33. Monopoly and Public Policy
By reducing output and raising price above marginal cost, a monopolist captures some of the consumer surplus as profit and causes deadweight loss.
To avoid deadweight loss, government policy attempts to prevent monopoly behavior.
When monopolies are “created” rather than natural, governments should act to prevent them from forming and should break up existing ones.
The government policies used to prevent or eliminate monopolies are known as antitrust policies.

34. Monopoly Causes Inefficiency
Total Surplus with Perfect Competition ( b )
Total Surplus with Monopoly
Price, cost
Price, cost, marginal revenue
Consumer surplus with perfect competition
Consumer surplus with monopoly
Profit P M
Deadweight loss P
MC = A T C
MC = A T C C D D MR Q
Quantity Q
Quantity C M
Figure Caption: Figure 13-8: Monopoly Causes Inefficiency
Panel (a) depicts a perfectly competitive industry: output is QC, and market price, PC, is equal to MC. Since price is exactly equal to each producer’s average total cost of production per unit, there is no producer surplus. So total surplus is equal to consumer surplus, the entire shaded area. Panel (b) depicts the industry under monopoly: the monopolist decreases output to QM and charges PM. Consumer surplus (blue area) has shrunk: a portion of it has been captured as profit (green area), and a portion of it has been lost to deadweight loss (yellow area), the value of mutually beneficial transactions that do not occur because of monopoly behavior. As a result, total surplus falls.
Panel (b) depicts the industry under monopoly: the monopolist decreases output to QM and charges PM. Consumer surplus (blue triangle) has shrunk because a portion of it has been captured as profit (light blue area). Total surplus falls: the deadweight loss (orange area) represents the value of mutually beneficial transactions that do not occur because of monopoly behavior.

35. Preventing Monopoly
Breaking up a monopoly that isn’t natural is clearly a good idea, but it’s not so clear whether a natural monopoly, one in which large producers have lower average total costs than small producers, should be broken up, because this would raise average total cost.
Yet even in the case of a natural monopoly, a profit-maximizing monopolist acts in a way that causes inefficiency—it charges consumers a price that is higher than marginal cost, and therefore prevents some potentially beneficial transactions.

36. Dealing with Natural Monopoly
What can public policy do about this? There are two common answers (aside from doing nothing)
One answer is public ownership, but publicly owned companies are often poorly run. In public ownership of a monopoly, the good is supplied by the government or by a firm owned by the government.
A common response in the United States is price regulation. A price ceiling imposed on a monopolist does not create shortages as long as it is not set too low.

37. Unregulated and Regulated Natural Monopoly
Price, cost, marginal revenue
(a)
Total Surplus with an Unregulated Natural Monopolist ( b )
Total Surplus with a Regulated Natural Monopolist
Price, cost, marginal revenue
Consumer surplus
Consumer surplus
Profit P P M M P R A T C P * A T C R MC MC D D
Figure Caption: Figure 13-9: Unregulated and Regulated Natural Monopoly
This figure shows the case of a natural monopolist. In panel (a), if the monopolist is allowed to charge PM, it makes a profit, shown by the green area; consumer surplus is shown by the blue area. If it is regulated and must charge the lower price PR, output increases from QM to QR and consumer surplus increases. Panel (b) shows what happens when the monopolist must charge a price equal to average total cost, the price P*R. Output expands to Q*R, and consumer surplus is now the entire blue area. The monopolist makes zero profit. This is the greatest total surplus possible when the monopolist is allowed to at least break even, making P*R the best regulated price. MR MR Q Q
Quantity Q Q * M R M R
Quantity
Panel (b) shows what happens when the monopolist must charge a price equal to average total cost, the price PR*: output expands to QR*, and consumer surplus is now the entire blue area. The monopolist makes zero profit. This is the greatest consumer surplus possible when the monopolist is allowed to at least break even, making PR* the best regulated price.

38. ECONOMICS IN ACTION CHAINED BY YOUR CABLE
Until the late 1970s, only rural areas too remote to support local broadcast stations were served by cable.
After 1972, new technology and looser rules made it profitable to offer cable service to major metropolitan areas; new networks like HBO and CNN emerged to take advantage of the possibilities. 38

39. ECONOMICS IN ACTION CHAINED BY YOUR CABLE
Until recently, local cable TV was a natural monopoly:
At first, cable TV was subject to price regulation but in 1984, Congress passed a law prohibiting most local governments from regulating cable prices.
Rates then increased sharply and so local governments had to set limits on cable prices.
The cost of “basic” service leveled off.
Although cable TV is a monopoly, other players have emerged, such as fiber-optic Internet providers, who caused prices to drop. 39

40. Price Discrimination
Up to this point we have considered only the case of a single-price monopolist, one who charges all consumers the same price.
As the term suggests, not all monopolists do this.
In fact, many (if not most) monopolists find that they can increase their profits by charging different customers different prices for the same good: they engage in price discrimination.
Example: Airline tickets. If you are willing to buy a nonrefundable ticket a month in advance and stay over a Saturday night, the round trip may cost only $150, but if you have to go on a business trip tomorrow, and come back the next day, the round trip might cost $550.

41. The Logic of Price Discrimination
Price discrimination is profitable when consumers differ in their sensitivity to the price.
A monopolist would like to charge high prices to consumers willing to pay them without driving away others who are willing to pay less.
It is profit-maximizing to charge higher prices to low-elasticity consumers and lower prices to high-elasticity consumers.

42. Two Types of Airline Customers
Price, cost of ticket
Profit from sales to business travelers
$550 B
Profit from sales to student travelers
Figure Caption: Figure 13-10: Two Types of Airline Customers
Air Sunshine has two types of customers, business travelers willing to pay at most $550 per ticket and students willing to pay at most $150 per ticket. There are 2,000 of each kind of customer. Air Sunshine has constant marginal cost of $125 per seat. If Air Sunshine could charge these two types of customers different prices, it would maximize its profit by charging business travelers $550 and students $150 per ticket. It would capture all of the consumer surplus as profit.
150
125 MC S D
2,000
4,000
Quantity of tickets

43. Price Discrimination and Elasticity
A monopolist able to charge each consumer according to his or her willingness to pay for the good achieves perfect price discrimination and does not cause inefficiency because all mutually beneficial transactions are exploited.
In this case, the consumers do not get any consumer surplus! The entire surplus is captured by the monopolist in the form of profit.
The following graphs depict different types of price discrimination.

44. Price Discrimination with Two (b) Price Discrimination with Three
Different Prices
(b) Price Discrimination with Three
Different Prices
Price, cost
Price, cost
Profit with two prices
Profit with three prices P
high P
high P
medium P
low P
low MC MC
Figure Caption: Figure 13-11: Price Discrimination
Panel (a) shows a monopolist that charges two different prices; its profit is shown by the shaded area. Panel (b) shows a monopolist that charges three different prices; its profit, too, is shown by the shaded area. It is able to capture more of the consumer surplus and to increase its profit. That is, by increasing the number of different prices charged, the monopolist captures more of the consumer surplus and makes a larger profit. D D
Quantity
Quantity
Sales to consumers with a high willingness to pay
Sales to consumers with a low willingness to pay
Sales to consumers with a medium willingness to pay
Sales to consumers with a high willingness to pay
Sales to consumers with a low willingness to pay

45. Perfect Price Discrimination
Perfect price discrimination takes place when a monopolist charges each consumer according to his or her willingness to pay—the maximum that the consumer is willing to pay.

46. Perfect Price Discrimination
Price, cost
Profit with perfect price discrimination
Figure Caption: Figure 13-11: Price Discrimination
Panel (c) shows the case of perfect price discrimination, where a monopolist charges each consumer his or her willingness to pay; the monopolist’s profit is given by the shaded triangle. MC D
Quantity

47. Perfect Price Discrimination
Perfect price discrimination is probably never possible in practice.
The inability to achieve perfect price discrimination is a problem of prices as economic signals because consumer’s true willingness to pay can easily be disguised.
However, monopolists try to move in the direction of perfect price discrimination through a variety of pricing strategies.
Common techniques for price discrimination are:
Advance purchase restrictions
Volume discounts
Two-part tariffs

48. ECONOMICS IN ACTION SALES, FACTORY OUTLETS, AND GHOST CITIES
Why do department stores occasionally hold sales, offering their merchandise for considerably less than the usual prices?
Or why, when driving along America’s highways, do you sometimes encounter clusters of “factory outlet” stores, often a couple of hours’ drive from the nearest city?
Why should sheets and towels be suddenly cheaper for a week each winter, or raincoats be offered for less in Freeport, Maine, than in Boston?
In each case the answer is that the sellers—who are often oligopolists or monopolistic competitors—are engaged in a subtle form of price discrimination.

49. ECONOMICS IN ACTION SALES, FACTORY OUTLETS, AND GHOST CITIES
Stores are aware that some consumers buy these goods only when they discover that they need them; they are not likely to put a lot of effort into searching for the best price and so have a relatively low price elasticity of demand.
So, the store wants to charge high prices for customers who come in on an ordinary day.
But shoppers who plan ahead, looking for the lowest price, will wait until there is a sale.
By scheduling such sales only now and then, the store is in effect able to price discriminate between high-elasticity and low-elasticity customers.

50. ECONOMICS IN ACTION SALES, FACTORY OUTLETS, AND GHOST CITIES
An outlet store serves the same purpose: by offering merchandise for low prices, but only at a considerable distance away, a seller is able to establish a separate market for those customers who are willing to make a significant effort to search out lower prices—and who therefore have a relatively high price elasticity of demand.

51. VIDEO
PBS NewsHour: Google's Goal: Digitize Every Book Ever Printed:
In a new era of E-books, Internet giant Google is attempting to offer millions of books online. Spencer Michaels looks at the controversial plan and what it could mean for the future of reading.

52. Summary
There are four main types of market structure based on the number of firms in the industry and product differentiation: perfect competition, monopoly, oligopoly, and monopolistic competition.
A monopolist is a producer who is the sole supplier of a good without close substitutes. An industry controlled by a monopolist is a monopoly.

53. Summary
The key difference between a monopoly and a perfectly competitive industry is that a single perfectly competitive firm faces a horizontal demand curve but a monopolist faces a downward-sloping demand curve. This gives the monopolist market power, the ability to raise the market price by reducing output compared with a perfectly competitive firm.

54. Monopoly
To persist, a monopoly must be protected by a barrier to entry. This can take the form of control of a natural resource or input, increasing returns to scale that give rise to natural monopoly, technological superiority, or government rules that prevent entry by other firms, such as patents or copyrights.
The marginal revenue of a monopolist is composed of a quantity effect (the price received from the additional unit) and a price effect (the reduction in the price at which all units are sold). Because of the price effect, a monopolist’s marginal revenue is always less than the market price, and the marginal revenue curve lies below the demand curve.

55. Monopoly
At the monopolist’s profit-maximizing output level, marginal cost equals marginal revenue, which is less than market price. At the perfectly competitive firm’s profit-maximizing output level, marginal cost equals the market price. So in comparison with perfectly competitive industries, monopolies produce less, charge higher prices, and earn profits in both the short run and the long run.
A monopoly creates deadweight losses by charging a price above marginal cost: the loss in consumer surplus exceeds the monopolist’s profit. Thus, monopolies are a source of market failure and should be prevented or broken up, except in the case of natural monopolies.

56. Monopoly
Natural monopolies can still cause deadweight losses. To limit these losses, governments sometimes impose public ownership and at other times impose price regulation. A price ceiling on a monopolist, as opposed to a perfectly competitive industry, need not cause shortages and can increase total surplus.

57. Monopoly
Not all monopolists are single-price monopolists. Monopolists, as well as oligopolists and monopolistic competitors, often engage in price discrimination to make higher profits. A monopolist that achieves perfect price discrimination charges each consumer a price equal to his or her willingness to pay and captures the total surplus in the market. Although perfect price discrimination creates no inefficiency, it is practically impossible to implement.

58. KEY TERMS Monopolist Price regulation Monopoly Single-price monopolist
Market power
Price discrimination
Barrier to entry
Perfect price discrimination
Natural monopoly
Network externality
Patent
Copyright
Public ownership