1. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 1 ECON Designed by Amy McGuire, B-books, Ltd. McEachern 2010-2011 4 CHAPTER Demand, Supply, and Markets Micro

2. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 2 LO 1 Demand  Demand  The quantity consumers are willing and able to buy at each possible price during a given time period, other things constant  Amounts purchased per period  At each possible price  Willing and able  Specific period  Other things constant

3. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 3 LO 1 Law of Demand  Law of demand  Quantity demanded varies inversely with price, other things constant  Higher price: lower quantity demanded  Consumer Demand  Not ‘consumer wants’  Not ‘consumer needs’

4. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 4 LO 1 Law of Demand  Substitution effect  Relative price  Price of a good relative to the prices of other goods  Lower price  Lower relative price  More willing to purchase the good

5. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 5 LO 1 Law of Demand  Income effect  Money income  Real income  Measured in terms of what it can buy  Purchasing power  Lower price  Greater real income  Increase ability to purchase all goods

6. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 6 LO 1 Demand Schedule and Demand Curve  Demand schedule  Possible prices  Quantity demanded at each price  Law of demand  Demand curve  Downward slope  Law of demand

7. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 7 LO 1 Demand  Demand  Entire relationship between price and quantity demanded  Quantity demanded at a particular price  A point on the demand curve

8. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 8 LO 1 Demand  Movement along the demand curve  Change in quantity demanded  Due to a change in price  Individual demand  Market demand

9. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 9 LO 1 The Demand Schedule and Demand Curve for Pizza The market demand D shows the quantity of pizza demanded, at various prices, by all consumers. Price and quantity demanded are inversely related. (a) Demand schedule Exhibit 1 D a b c d e Price per pizza Quantity Demanded Per week (millions) abcdeabcde $15 12 9 6 3 8 14 20 26 32 2620148 Millions of pizzas per week 32 0 9 6 3 12 Price per pizza $15

10. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 10 LO 1 Shifts of the Demand Curve 1. Money income of consumers 2. Prices of other goods 3. Consumer expectations 4. The number or composition of consumers in the market 5. Consumer tastes

11. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 11 LO 1 Changes in Consumer Income  Increase in consumer income  Willing and able to buy more at each price  Increase in demand  Demand curve shifts rightward  Normal good  Demand increases as income increases  Inferior good  Demand increases as income increases

12. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 12 LO 1 An Increase in the Market Demand for Pizza An increase in the demand for pizza is shown by a rightward shift of the demand curve, so the quantity demanded increases at each price. Exhibit 2 D’D b f 2620148 Millions of pizzas per week 32 0 9 6 3 12 Price per pizza $15

13. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 13 LO 1 Changes in the Prices of Other Goods  Substitutes  An increase in the price of one good  Increases the demand for the other  Rightward shift  Complements – used in combination  An increase in the price of one  Decreases the demand for the other  Leftward shift  Unrelated

14. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 14 LO 1 Changes in Consumer Expectations  Income expectations  Future income increase  Increase the current demand  Price expectations  Future price increases  Increase current demand

15. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 15 LO 1 Number or Composition of Consumers  Increase in number of consumers  Increases demand  Right shift  Composition of the population  Shift the demand

16. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 16 LO 1 Changes in Consumer Tastes  Tastes  Likes and dislikes  Assumed given and relatively stable  Change in tastes  May shift the demand

17. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 17 LO 1 Demand: Summary  Quantity demanded  Demand  Movement along the demand curve  Shift in the demand curve

18. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 18 Supply LO 2  Supply  How much producers are willing and able to offer for sale per period at each possible price, other things constant  Willing and able  Specific period  Other things constant

19. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 19 Law of Supply LO 2  Law of supply  Quantity supplied is directly related to its price, other things constant  Higher price: higher quantity supplied  Higher reward, profit  More willing to increase quantity supplied  Can afford to cover the marginal costs  Increasing opportunity cost  More able to increase quantity supplied

20. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 20 Supply Schedule and Supply Curve LO 2  Supply schedule  Possible prices  Quantity supplied at each price  Law of supply  Supply curve  Upward slope  Law of supply

21. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 21 LO 2 The Supply Schedule and Supply Curve for Pizza Price per pizza Quantity Supplied Per week (millions) $15 12 9 6 3 28 24 20 16 12 The market supply S shows the quantity of pizza supplied, at various prices, by all pizza makers. Price and quantity supplied are directly related. (a) Supply schedule Exhibit 3 (b) Supply curve S 24201612 Millions of pizzas per week 28 0 9 6 3 12 Price per pizza $15

22. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 22 Supply LO 2  Supply  Entire relationship between price and quantity supplied  Quantity supplied – at a particular price  A point on the supply curve  Movement along the supply curve  Change in quantity supplied  Due to a change in price  Individual supply  Market supply

23. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 23 Shifts of the Supply Curve LO 2 1.State of technology 2.Prices of relevant resources 3.Prices of alternative goods 4.Producer expectations 5.Number of producers in the market

24. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 24 Changes in Technology LO 2  Better technology  Production costs decrease  Increase quantity supplied at each price  Increase supply  Rightward shift

25. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 25 LO 2 An Increase in the Supply of Pizza An increase in the supply of pizza is reflected by a rightward shift of the supply curve, from S to S’. Quantity supplied increases at each price level. Exhibit 4 S’ S 24201612 Millions of pizzas per week 28 0 9 6 3 12 Price per pizza $15 g h

26. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 26 Prices of Relevant Resources LO 2  Relevant resources  Employed in the production  Decrease in the production of relevant resources  Production costs decrease  Increase supply  Rightward shift

27. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 27 Prices of Alternative Goods LO 2  Resources  Alternative uses  Alternative goods  Use some resources employed to produce the good  Decrease in price of alternative goods  Increase supply  Rightward shift

28. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 28 Changes in Producer Expectations LO 2  Higher prices in the future  Future profits  May increase the current supply  Easily stored goods  Reduce current supply

29. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 29 Changes in the Number of Producers LO 2  Market supply  Amount supplied  At each price  By all producers  Number of producers increase  Increase supply  Rightward shift

30. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 30 Supply: Summary LO 2  Quantity supplied  Supply  Movement along the supply curve  Shift in the supply curve

31. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 31 Demand and Supply Create a Market LO 3  Markets  Sort out differences between demanders and suppliers  Reduce transaction costs  Adam Smith  The “invisible hand”

32. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 32 Market Equilibrium LO 3  Surplus: excess quantity supplied  Downward pressure on price  Decrease quantity supplied  Increase quantity demanded  Shortage: excess quantity demanded  Upward pressure on price  Increase quantity supplied  Decrease quantity demanded

33. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 33 Market Equilibrium LO 3  Quantity demanded = Quantity Supplied  Plans of buyers and sellers match  Equilibrium point  Equilibrium quantity  Equilibrium price  Market clears  No pressure on price  ‘X marks the spot’

34. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 34 LO 3 Equilibrium in the Pizza Market Millions of pizzas per Week Price per pizza Quantity Demanded Quantity Supplied Surplus or ShortageEffect on Price $15 12 9 6 3 8 14 20 26 32 28 24 20 16 12 Surplus of 20 Surplus of 10 Equilibrium Shortage of 10 Shortage of 20 Falls Remains the same Rises (a) Market schedules Exhibit 5(a)

35. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 35 LO 3 Equilibrium in the Pizza Market (b) Market curves S 24201614 Millions of pizzas per week 26 0 9 6 3 12 Price per pizza $15 D c Shortage Surplus Market equilibrium occurs at: Price where Q D =Q S ; Point c Above the equilibrium price: Q S >Q D ; Surplus; Downward pressure on P Below the equilibrium price: Q D >Q S ; Shortage; Upward pressure on P Exhibit 5(b)

36. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 36 Shifts of the Demand Curve LO 4 Determinants of demand 1. Money income of consumers 2. Price of a substitute or a complement 3. Consumer expectations 4. Number of consumers 5. Consumer tastes

37. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 37 Shifts of the Demand Curve LO 4  Increase in demand  Rightward shift of D curve  Shortage; Upward pressure on P  Q D decreases; Q s increase  New equilibrium: Increase in P and Q  Decrease in demand  Surplus; Downward pressure on P  New equilibrium: Decrease in P and Q

38. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 38 LO 4 Effects of an Increase in Demand S 2420 Millions of pizzas per week 30 0 9 $12 Price per pizza D c D’ g Increase in demand: Rightward shift to D’ At P=$9: Q D >Q S ; shortage Upward pressure on P Q D decreases Q S increases New equilibrium g Higher P Higher Q Exhibit 6

39. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 39 Shifts in the Supply Curve LO 4 Determinants of supply 1. Technological change 2. Price of a relevant resource 3. Price of an alternative good 4. Producers expectations 5. Number of producers

40. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 40 Shifts in the Supply Curve LO 4  Increase in supply  Rightward shift of S curve  Surplus; Downward pressure on P  Q D increases; Q S decreases  New equilibrium:  P decreases; Q increases  Decrease in supply  New equilibrium:  P increase; Q decreases

41. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 41 LO 4 Effects of an Increase in Supply Increase in supply: Rightward shift to S’ At P=$9: Q S >Q D ; surplus Downward pressure on P Q D increases Q S decreases New equilibrium d Higher Q Lower P Exhibit 7 S 2620 Millions of pizzas per week 30 0 $9 6 Price per pizza D c S’ d

42. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 42 Simultaneous Shifts of D and S curves LO 4  Both S and D increase;  Q increases  D shifts more: P increases  S shifts more: P decreases  Both S and D decrease:  Q decreases  D shifts more: P decreases  S Shifts more: P increases

43. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 43 LO 4 Indeterminate Effect of an Increase in Both Demand and Supply Exhibit 8 S p’ p Price D S’ a D’ b Q’Q Units per period 0 (a) Shift of D dominates S p’’ p Price D S’’ a D’’ c Q’’Q Units per period 0 (b) Shift of S dominates

44. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 44 Simultaneous Shifts of D and S curves LO 4  S increases; D decreases  P decreases  D shifts more: Q decreases  S shifts more: Q increases  S decreases; D increases  P increases  D shifts more: Q increases  S shifts more: Q decreases

45. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 45 LO 4 Effects of Shifts of Both Demand and Supply Demand increasesDemand decreases Supply Increases Equilibrium price change is indeterminate. Equilibrium quantity increases. Equilibrium price falls. Equilibrium quantity change is indeterminate. Supply decreases Equilibrium price rises. Equilibrium quantity change is indeterminate. Equilibrium price change is indeterminate. Equilibrium quantity decreases. Change in demand Change in supply Exhibit 9

46. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 46 LO 4 Case Study The Market for Professional Basketball  1970s, NBA – brink of collapse  Since 1980s  More teams; superstars; high popularity  International players; marketing  Increase in D; S – relatively fixed  Increase in pay  Attracts younger players

47. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 47 LO 4 NBA Pay Leaps S – relatively fixed Big jump in D Average pay increased from $170,000 in 1980 to 4,900,000 in 2007. Number of teams in NBA increased Number of players increased from 300 to 450. Exhibit 10 100 200 300 400 450 Players per season 0 0.17 1.0 2.0 3.0 4.0 $4.9 Average pay per season (millions) S 2007 D 2007 D 1980 S 1980 D 1980

48. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 48 Disequilibrium LO 5  Surplus  Downward pressure on P  Shortage  Upward pressure on P  Disequilibrium  Temporary, or  Result of government intervention  Price floors  Price ceilings

49. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 49 Disequilibrium LO 5  Price Floors  Set above equilibrium P  Minimum selling P  Surplus  Distort markets  Reduce economic welfare

50. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 50 Disequilibrium LO 5  Price Ceilings  Set below the equilibrium P  Maximum selling P  Shortage  Distort markets  Reduce economic welfare

51. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 51 LO 5 Price Floors and Price Ceilings Exhibit 11 S D (a) Price floor for milk (b) Price ceiling for rent $2.50 1.90 Price per gallon 19 14 Millions of gallons per month 0 24 S D $1,000 600 Monthly rental price 50 40 Thousands of rental units per month 0 60 Surplus Shortage No effect if price floor is set at or below equilibrium P No effect if price ceiling is set at or above equilibrium P

52. Chapter 4Copyright ©2010 by South-Western, a division of Cengage Learning. All rights reserved 52 LO 5 Case Study Rent Ceilings in New York City  Rent ceilings  Housing shortage; excess demand  Drop in new construction  Decrease in quality  Increased demand in free-market sector  Higher rent  Manhattan, three-bedroom apartment  $750 if rent controlled  $12,000 on the open market