《管理经济学》第七章.ppt
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《管理经济学》第七章.ppt
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CompetitiveMarketsChapter7Chapter7OVERVIEWCompetitiveEnvironmentFactorsThatShapetheCompetitiveEnvironmentCompetitiveMarketCharacteristicsProfitMaximizationinCompetitiveMarketsMarginalCostandFirmSupplyCompetitiveMarketSupplyCurveCompetitiveMarketEquilibriumChapter7KEYCONCEPTSmarketstructuremarketpotentialentrantproductdifferentiationcompetitivemarketsbarriertoentrybarriertomobilitybarriertoexitperfectcompetitionpricetakersnormalprofiteconomicprofiteconomiclossesmarginalanalysiscompetitivefirmshort-runsupplycurvecompetitivefirmlong-runsupplycurve.CompetitiveEnvironmentWhatisMarketStructure?
Marketstructureisthecompetitiveenvironment.Numberofbuyersandsellers.Potentialentrants.Barrierstoentryandexit,etc.VitalRoleofPotentialEntrantsCompetitioncomesfromactualandpotentialcompetitors.Potentialentrantsoftenaffectprice/outputdecisions.FactorsthatShapetheCompetitiveEnvironmentProductDifferentiationR&D,innovation,andadvertisingareimportantinmanymarkets.ProductionMethodsEconomiesofscalecanprecludesmall-firmsize.EntryandExitConditionsBarrierstoentryandexitcanshelterincumbentsfrompotentialentrants.BuyerPowerPowerfulbuyerscanlimitsellerpower.CompetitiveMarketCharacteristicsBasicFeaturesManybuyersandsellers.Producthomogeneity.Freeentryandexit.Perfectinformation.ExamplesofCompetitiveMarketsAgriculturalcommodities.Prominentmarketsforintermediategoodsandservices.Unskilledlabormarket.ProfitMaximizationinCompetitiveMarketsProfitMaximizationImperativeNormalprofitisreturnnecessarytoattractandmaintaincapitalinvestment.Efficientfirmscanearnnormalprofit.Inefficientfirmssufferlosses.RoleofMarginalAnalysisSetM=MRMC=0tomaximizeprofits.MR=MCwhenprofitsaremaximized.MarginalCostandFirmSupplyShort-runFirmSupplyCompetitivemarketprice(P)isshownasahorizontallinebecauseP=MR.Firmsmarginal-costcurveshowstheamountofoutputthefirmwouldbewillingtosupplyatanymarketprice.Marginalcostcurveistheshort-runsupplycurvesolongasPAVC.Long-runFirmSupplyMarginalcostcurveisthelong-runsupplycurvesolongasPATC.Inlongrun,firmmustcoverallnecessarycostsofproductionandearnanormalprofit.CompetitiveMarketSupplyCurveMarketSupplyWithaFixedNumberofCompetitorsSupplyisthesumofcompetitoroutput.MarketSupplyWithEntryandExitEntryresultsinmorefirms,increasedoutput,arightwardshiftinthesupplycurve,anddrivesdownpricesandprofits.Exitreducesthenumberoffirms,decreasesthequantityofoutput,shiftsthesupplycurveleftward,andallowspricesandprofitstoriseforremainingcompetitors.CompetitiveMarketSupplyCurveEntryandexitincompetitivemarketswillcontinueuntilP=AR=MR=MC=ATC.Thelong-runcompetitivemarketsupplycurveisahorizontallineequaltothemarketprice.Becausefirmscanmoreeasilyenterorexitinthelong-run,long-runsupplycurvestendtobemoreelasticthanshort-runsupplycurves.CompetitiveMarketEquilibriumBalanceofSupplyandDemandEquilibriumisabalanceofsupplyanddemand.NormalProfitEquilibriumWithahorizontalmarketdemandcurve,MR=P.P=MR=MC=ATC.Therearenoeconomicprofits.Allfirmsearnanormalrateofreturn.Problems1Floridaisthebiggestsugar-producingstate,butMichiganandMinnesotaarehometothousandsofsugarbeetgrowers.SugarpricesintheUnitedStatesaverageabout20perpound,ormorethandoubletheworld-wideaverageoflessthan10perpoundgivenimportquotasthatrestrictimportstoabout15%oftheU.S.market.Still,theindustryisperfectlycompetitiveforU.S.growerswhotakethemarketpriceof20asfixed.Thus,P=MR=20intheU.S.sugarmarket.Assumethatatypicalsugargrowerhasfixedcostsof$30,000peryear.Totalvariablecost(TVC),totalcost(TC),andmarginalcost(MC)relationsare:
TVC=$15,000+$0.02Q+$0.00000018Q2TC=$45,000+$0.02Q+$0.00000018Q2MC=TC/Q=$0.02+$0.00000036QwhereQispoundsofsugar,totalcostsincludeanormalprofit.A.Usingthefirmsmarginalcostcurve,calculatetheprofit-maximizingshort-runsupplyfromatypicalgrower.B.Calculatetheaveragevariablecostcurveforatypicalgrower,andverifythataveragevariablecostsarelessthanpriceatthisoptimalactivitylevel.Problems2Theretailmarketforunleadedgasolineisfiercelypricecompetitive.Considerthesituationfacedbyatypicalgasolineretailerwhenthelocalmarketpriceforunleadedgasolineis$1.80pergallonandtotalcost(TC)andmarginalcost(MC)relationsare:
TC=$40,000+$1.64Q+$0.0000001Q2MC=MTC/MQ=$1.64+$0.0000002QandQisgallonsofgasoline.Totalcostsincludeanormalprofit.A.Usingthefirmsmarginalcostcurve,calculatetheprofit-maximizinglong-runsupplyfromatypicalretailerB.Calculatetheaveragetotalcostcurveforatypicalgasolineretailer,andverifythataveragetotalcostsarelessthanpriceattheoptimalacti
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- 管理经济学 管理 经济学 第七