THERE IS A SPECTRUM OF DIFFERENT MARKET STRUCTURES:
Monopoly---Duopoly---Oligopoly---Monopolistic Competition---Perfect Competition
Competition increases as we go to the right (with the exception of perfect competition, in which there is no competitive behavior)
Market power increases as we go to the left (remember, market power is the ability of a single firm to control the price of a good).
CANADA: A large country with a small population (but it's getting bigger).
-The large geographic area of Canada creates higher transportation costs and natural barriers to entry (for an example, atlantic fishers cannot enter the pacific fishing market, because the costs of transporting their goods to BC for sale are too high).
-Our small population causes excess capacity (in other words, most Canadian firms which only operate domestically do not get to reap the benefits of a minimum efficiency scale because demand in Canada is not high enough to warrant such a large scale of output. This is why Canada is a big proponent of free trade- Because Canadian industries must sell their goods on the international market in order to maximize profits- domestic demand is not high enough).
MONOPOLISTIC COMPETITION: A large number of small firms. (Ie: the canadian wine market, grocery stores, night clubs, restaurants)
OLIGOPOLY: A small number of large firms (Ie: banks, insurance industries, power companies)
THE INDUSTRIAL CONCENTRATION RATIO: This lets us know what fraction of total market sales (or shipments or orders or anything really) are controlled by a given number of an industries largest firms. For an example, CR4 could be the fraction of total market sales controlled by the top 4 firms of any industry.
The industrial concentration ratio is ONE indicator of market power and competition in any industry, and can help us decide whether a market is an Oligopoly, or Monopolistic Competition. AS A GENERAL RULE, HIGHER LEVELS OF MARKET CONCENTRATION IMPLY HIGHER LEVELS OF MARKET POWER. There are, however, some issues which arise when only using industrial concentration ratios as a barometer for a market.
1: It is difficult to define a relative market for any good- are we talking about domestic markets? International markets? Is a coke part of the pop market, or is it a part of the 'junk food' market, or is it part of the much larger food and beverage market?
2: Tying the degree of competitiveness in any market to the number of firms within that market can be deceptive. For an example, a market in which the CR4 = 100%, and the top four firms each control 25% of the market could still involve fierce competition between these 4 markets. In contrast, a different market's CR4 could be only 33%, but if one of those 4 largest firms controls 30% of the market, and the rest only control 1% if the market, the firm which controls 30% of the industry will be the market leader, and will effectively set the price of goods within that market, with the other firms acting as price takers. This market has a lower industrial concentration ratio, but involves much less competition.
3: The standard concentration ratio in Canada overstates the degree of industrial concentration in Canada due to the openness of the Canadian economy (because we lack trade barriers).
IMPERFECT COMPETITION: Rivalrous behavior with some market power to set a price within a range (a combination of perfect competition and monopoly). Basically, any intermediate market structure
There are 2 types of imperfect competition:
-Monopolistic Competition (involves non-strategic behavior)
-Oligopoly (involves strategic behavior)
In Imperfect Competition There Are:
-Many Sellers
-Selling a differentiated product
-Entry and exit are possible, but not easy
-Each firm acts as a price setter within a range
MARKET CHARACTERISTICS FOR IMPERFECT COMPETITION:
1: Firms select their products (each firm decides what sort of a product they are going to produce. Often this involves product differentiation, in which the producers must somehow distinguish their product from competitor products in the eyes of the consumer. This involves associating certain products with happiness, beauty or sex appeal through clever advertising. This also ensures that different products from different producers are not PERFECT substitutes for each other. For this reason, crest toothpaste is considered a different good than oral-b toothpaste).
2: Firms select their prices (The individual firms decide what price to sell their goods at... within a reasonable range with reference to supply and demand. For instance, a sock firm knows better than to try and charge consumers $400 for a pair of socks. Firms then, act as price setters and let demand determine sales. If demand changes, firms can gage this through increased or declining sales for their goods.
3: Prices are sticky in the short run (In perfect competition, prices change in response to supply and demand. In imperfect competition, however, it is much easier for firms to directly alter their output in response to changes in demand than it is to change the price of a product (ie: for vending machines, this would take considerable effort). Price DO change in the long run, but in the short run, they tend to remain the same, regardless of demand (ie: a dairy queen blizzard costs the same in winter as it does in summer).
4: Non-price competition versus price competition.
Traditionally, people believe that firms can compete in ways other than lowering the price of a good. For instance, they can
-Create funny advertisements which entice consumers to purchase their product
-Cash in on their brand appeal
-Offer additional services (real people on the help lines)
-Guarantee Quality
-Have various warrantees of guarantees
-Have contests
According to Gateman, these are all just different forms of price competition- consumers are just getting more goods (ie: a telephone line, and nice, even-tempered technicians to help with troubleshooting) for the same price. This is economically similar to lowering the price of the good- consumers can still get more for less.
5: Barriers to entry. Unlike in markets of monopolies, these are not insurmountable.
MONOPOLISTIC COMPETITION:
-Many Sellers (so sellers will ignore each others actions, and engage in non-strategic behavior)
-Differentiated Goods (So different firms try and sell their BRANDS)
-Entry and exit CAN and DO occur (like in perfect competition)
-The firms set prices within a range (prices are sticky- they tend to stay put for a while, but firms can change them if they have to [usually, in the short run, it isn't worth their trouble])
-It is different from perfect competition because of differentiated brands (thus, demand curve is downward sloping for each firm, as they each have a slightly different product)
-Different from monopolies because of entry and exit (so demand can shift!)
PROFIT MAXIMIZATION FOR MONOPOLISTIC COMPETITION: In the short run, this is similar to monopoly profits.
-In the short run, firms can enjoy economic profits.
-These profits signal other firms to enter the industry
-As more firms enter the industry, set industry demand is divided further and further amongst competing firms. The demand for each individual firm will thus DECREASE
-Once each firm is only making normal profit (when the price is tangent to average total costs--see graph above), no new firms will enter the industry.
EXCESS CAPACITY: The difference between the minimum efficiency scale and the quantity actually produced in long run equilibrium.
In perfect competition, there is no excess capacity for individual firms in the long run.
In imperfect competition, there is excess capacity for individual firms in the long run. This means that compared to perfect competition, firms in imperfect competition will produce fewer goods at higher prices. In this way, brands (what differentiates perfectly competitive markets from imperfectly competitive markets) create a deadweight social loss (when production is limited, deadweight social loss occurs).
That's all
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