ECONOMICS

Twelfth Edition, Global Edition

Chapter 14
Monopolistic
Competition

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Chapter Outline and Learning Objectives

14.1 Define and identify

monopolistic competition

14.2 Explain how a firm in

monopolistic competition
determines its price and output in
the short run and the long run

14.3 Explain why advertising costs

are high and why firms in a
monopolistic competition use brand
names

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 What Is Monopolistic Competition? (1 of 3)

• Monopolistic competition is a market structure in which

‒ A large number of firms compete.
‒ Each firm produces a differentiated product.
‒ Firms compete on product quality, price, and marketing.
‒ Firms are free to enter and exit the industry.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Monopolistic Competition (1 of 2)

• Large Number of Firms

‒ The large number of firms in the market implies that:
‒ Each firm has a small market share and so limited market power
to influence the price of its product.
‒ Each firm is sensitive to the average market price but pays no
attention to the actions of others. So no one firm’s actions directly
affect the actions of others.
‒ Collusion or conspiring to fix prices is impossible.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 What Is Monopolistic Competition? (2 of 3)

• Product Differentiation
‒ A firm in monopolistic competition practices product
differentiation if the firm makes a product that is slightly different
from the products of competing firms.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 What Is Monopolistic Competition? (3 of 3)

• Competing on Quality, Price, and Marketing

– Product differentiation enables firms to compete in three areas:
quality, price, and marketing.
 Quality includes design, reliability, and service.
 Because firms produce differentiated products, the demand for
each firm’s product is downward sloping. But there is a tradeoff
between price and quality.
 Because products are differentiated, a firm must market its product.
Marketing takes the two main forms: advertising and packaging.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Monopolistic Competition (2 of 2)

• Entry and Exit

‒ There are no barriers to entry in monopolistic competition, so firms
cannot make an economic profit in the long run.
• Examples of Monopolistic Competition
‒ Producers of audio and video equipment, clothing, jewelry,
computers, and sporting goods operate in monopolistic
competition.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Price and Output in Monopolistic
Competition (1 of 12)
• The Firm’s Short-Run Output and Price Decision
‒ A firm that has decided the quality of its product and its marketing
program produces the profit-maximizing quantity (the quantity at
which MR = MC).
‒ Price is determined from the demand for the firm’s product and is
the highest price that the firm can charge for the profit-maximizing
quantity.
‒ Figure 14.1 shows a firm’s economic profit in the short run.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Price and Output in Monopolistic
Competition (2 of 12)
• The firm in monopolistic
competition operates like
a single-price monopoly.
• The firm produces the
quantity at which MR equals
MC and sells that quantity
for the highest possible
price.
• It makes an economic profit
(as in this example) when P
> ATC.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Price and Output in Monopolistic
Competition (3 of 12)
• Profit Maximizing Might
Be Loss Minimizing
‒ A firm might incur an
economic loss in the short
run.
‒ Here is an example.
‒ At the profit-maximizing
quantity, P < ATC and the
firm incurs an economic loss.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Price and Output in Monopolistic
Competition (4 of 12)
• Long Run: Zero Economic Profit
‒ In the long run, economic profit induces entry.
‒ And entry continues as long as firms in the industry earn an
economic profit—as long as (P > ATC).
‒ In the long run, a firm in monopolistic competition maximizes its
profit by producing the quantity at MR = MC.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Price and Output in Monopolistic
Competition (5 of 12)
• As firms enter the industry, each existing firm loses some
of its market share.
• The demand for its product decreases.
• The decrease in demand decreases the quantity at which
MR = MC and lowers the maximum price that the firm can
charge to sell this quantity.
• As new firms enter, the firm's price and quantity fall until
P = ATC and each firm earns zero economic profit.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Price and Output in Monopolistic
Competition (6 of 12)
• Figure 14.3 shows a
firm in monopolistic
competition in long-run
equilibrium.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Price and Output in Monopolistic
Competition (7 of 12)
• Monopolistic Competition and Perfect Competition
‒ Two key differences between monopolistic competition and perfect
competition are
 Excess capacity
 Markup
‒ A firm has excess capacity if it produces less than the quantity at
which ATC is a minimum.
‒ A firm’s markup is the amount by which its price exceeds its
marginal cost.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Price and Output in Monopolistic
Competition (8 of 12)
• In long-run equilibrium, firms
in monopolistic competition
produce less than the
efficient scale—the
quantity at which ATC is a
minimum.
• They operate with excess
capacity.
• The downward-sloping
demand curve for their
products drives this result.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 PC M （垄断） MC
MAX 利润 MR=MC MR=MC MR=MC

P vs MC P=MC P>MC P>MC

short 利润 +, -, 0 +, -, 0 +, -, 0

long 利润 0 +, 0 0
long P vs = > >
minLAC

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Price and Output in Monopolistic
Competition (9 of 12)
• Firms in monopolistic
competition operate with
positive markup.
• Again, the downward-
sloping demand curve for
their products drives this
result.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Price and Output in Monopolistic
Competition (10 of 12)
• In contrast, firms in
perfect competition have
no excess capacity and
no markup.
• The perfectly elastic
demand curve for their
products drives this
result.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Price and Output in Monopolistic
Competition (11 of 12)
• Is Monopolistic Competition Efficient?
‒ Price equals marginal social benefit.
‒ The firm’s marginal cost equals marginal social cost.
‒ Because price exceeds marginal cost, marginal social benefit
exceeds marginal social cost, so ...
‒ in the long run, the firm in monopolistic competition produces less
than the efficient quantity.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Price and Output in Monopolistic
Competition (12 of 12)
• Making the Relevant Comparison
‒ The markup (price minus marginal cost) arises from product
differentiation.
‒ People value product variety, but product variety is costly.
‒ The efficient degree of product variety is the one for which the
marginal social benefit from product variety equals its marginal
social cost.
‒ The loss that arises from excess capacity is offset by the gain that
arises from having a greater degree of product variety.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(1 of 13)

• Product Development
‒ We’ve looked at a firm’s profit-maximizing output decision in the
short run and in the long run, for a given product and with given
marketing effort.
‒ To keep making an economic profit, a firm in monopolistic
competition must be in a state of continuous product development.
‒ New product development allows a firm to gain a competitive
edge, if only temporarily, before competitors imitate the innovation.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(2 of 13)

• Innovation is costly, but it increases total revenue.

• Firms pursue product development until the marginal
revenue from innovation equals the marginal cost of
innovation.
• The amount of production development is efficient if the
marginal social benefit from an innovation (which is the
amount the consumer is willing to pay for the innovation)
equals the marginal social cost that firms incur to make the
innovation.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(3 of 13)

• Advertising
‒ A firm with a differentiated product needs to ensure that customers
know that its product differs from its competitors.
‒ Firms use advertising and packaging to achieve this goal.
‒ A large proportion of the price we pay for a good covers the cost
of selling it.
‒ Advertising expenditures affect the firm’s profit in two ways: They
increase costs, and they change demand.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(4 of 13)

• Selling Costs and Total Costs

‒ Selling costs, such as advertising expenditures, fancy retail
buildings, etc. are fixed costs.
‒ Average fixed costs decreases as output increases, so selling
costs increase average total cost at any given quantity but do not
change marginal cost.
‒ Selling efforts such as advertising are successful if they increase
the demand for the firm’s product.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(5 of 13)

• With no advertising, this

firm produces 25 units of
output at an average total
cost of $60.
• Advertising costs might
lower the average total cost
by increasing the quantity
produced and spreading
their fixed costs over the
larger output.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(6 of 13)

• With advertising, the firm

can produce 100 units of
output at an average total
cost of $40.
• Advertising expenditure
shifts the ATC curve
upward, but …
• the firm operates at a
larger output and lower
average total cost than it
would without advertising.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(7 of 13)

• Advertising might also

shrink the markup.
• Figure 14.6(a) shows that
with no advertising, the
demand for a firm’s output is
not very elastic and its
markup is large.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(8 of 13)

• Figure 14.6(b) shows that if

all firms advertise, the
demand for a firm’s output
becomes more elastic.
• The firm produces a larger
quantity, its price falls, and
its markup shrinks.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(9 of 13)

• Using Advertising to Signal Quality

‒ Why do Coke and Pepsi spend millions of dollars a month
advertising products that everyone knows?
‒ One answer is that these firms use advertising to signal the high
quality of their products.
‒ A signal is an action taken by an informed person or firm to send
a message to uninformed people.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(10 of 13)

• Coke is a high quality cola, and Oke is a low quality cola.

• If Coke spends millions on advertising, people think “Coke
must be good.”
• If it is truly good, when they try it, they will like it and keep
buying it.
• If Oke spends millions on advertising, people will think
“Oke must be good.”
• If it is truly bad, when they try it, they will hate it and stop
buying it.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(11 of 13)

• So if Oke knows its product is bad, it will not bother to

waste millions advertising it.
• And if Coke knows its product is good, it will spend millions
advertising it.
• Consumers will read the signals and get the correct
message.
• None of the ads need to mention the product. They just
need to be flashy and expensive.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(12 of 13)

• Brand Names
‒ Why do firms spend millions of dollars to establish a brand name
or image?
‒ Again, the answer is to provide information about quality and
consistency.
‒ You’re more likely to overnight at a Holiday Inn than at Joe’s Motel
because Holiday Inn has incurred the cost of establishing a brand
name and you know what to expect if you stay there.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.

 Product Development and Marketing
(13 of 13)

• Efficiency of Advertising and Brand Names

‒ To the extent that advertising and selling costs provide consumers
with information and services that they value more highly than
their cost, these activities are efficient.

Copyright © 2016 Pearson Education, Ltd. All Rights Reserved.