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The Tablet Computer Revolution: The Interaction of Demand and Supply

Explore the tablet computer market and the factors that influence demand, such as price, income, and consumer preferences. Understand how changes in demand impact market dynamics and pricing.

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The Tablet Computer Revolution: The Interaction of Demand and Supply

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  1. R. GLENNHUBBARD ANTHONY PATRICKO’BRIEN Microeconomics FOURTH EDITION

  2. 3 Where Prices Come From: CHAPTER The Interaction of Demand and Supply Chapter Outline and Learning Objectives

  3. The Tablet Computer Revolution • Tablet computers were just 1 percent of the market in 2006, contrary to Bill Gates’ prediction five years earlier that they would make up a majority of sales in that time. • In April 2010, Steve Jobs introduced the iPad, which was an immediate success, and within a year the iPad 2 experienced similarly rapid sales. • Intense competition ensued, including Research in Motion’s introduction of the BlackBerry Playbook, increasing the available choices of products and lowering the prices consumers pay for those products. • AN INSIDE LOOK on page 92 discusses how the many tablet producers are concerned about component shortages.

  4. Economics in Your Life Will You Buy an Apple iPad or a Samsung Galaxy Tab? Seven months after the iPad was introduced, Samsung introduced the Galaxy Tab. Although at a disadvantage, it could still compete based on price and value. See if you can answer these questions by the end of the chapter: Would you choose to buy a Galaxy Tab if it had a lower price than an iPad? If your income increased, would it affect your decision about which tablet to buy? Perfectly competitive market A market that meets the conditions of (1) many buyers and sellers, (2) all firms selling identical products, and (3) no barriers to new firms entering the market.

  5. The Demand Side of the Market 3.1 LEARNING OBJECTIVE Discuss the variables that influence demand.

  6. Demand Schedules and Demand Curves • Demand schedule A table that shows the relationship between the price of a product and the quantity of the product demanded. • Quantity demanded The amount of a good or service that a consumer is willing and able to purchase at a given price. • Demand curve A curve that shows the relationship between the price of a product and the quantity of the product demanded. • Market demand The demand by all the consumers of a given good or service.

  7. Figure 3.1 A Demand Schedule and Demand Curve As the price changes, consumers change the quantity of tablet computers they are willing to buy. We can show this as a demandschedule in a table or as a demand curve on a graph. The table and graph both show that as the price of tablet computers falls, the quantity demanded increases. When the price of tablet computers is $700, consumers buy 3 million tablets per month. When the price drops to $600, consumers buy 4 million tablets. Therefore, the demand curve for tablet computers is downward sloping.

  8. Refer to the graph below. The dot represents a point on the individual’s yearly demand curve for rock concerts. Which of the following interpretations of the dot on this graph is correct? • The dot shows that this individual spends $125 on five rock concerts each year. • When one rock concert costs $125, this individual goes to five of them per year. • When five concerts cost a total of $125, this individual goes to up to five per year. • At $125, the quantity of concerts demanded equals the quantity supplied.

  9. Law of demand The rule that, holding everything else constant, when the price of a product falls, the quantity demanded of the product will increase, and when the price of a product rises, the quantity demanded of the product will decrease. What Explains the Law of Demand? Substitution effect The change in the quantity demanded of a good that results from a change in price, making the good more or less expensive relative to other goods that are substitutes. Income effect The change in the quantity demanded of a good that results from the effect of a change in the good’s price on consumers’ purchasing power.

  10. Which of the following refers to consumers buying other goods when the price of the good in question rises? • The law of demand. • The substitution effect. • The income effect. • The term ceteris paribus.

  11. Holding Everything Else Constant: The Ceteris Paribus Condition Ceteris paribus(“all else equal”) condition The requirement that when analyzing the relationship between two variables—such as price and quantity demanded—other variables must be held constant. A shift of a demand curve is an increase or a decrease in demand. A movement along a demand curve is an increase or a decrease in the quantity demanded.

  12. Figure 3.2 Shifting the Demand Curve When consumers increase the quantity of a product they want to buy at a given price, the market demand curve shifts to the right, from D1 to D2. When consumers decrease the quantity of a product they want to buy at a given price, the demand curve shifts to the left, from D1 to D3.

  13. Variables That Shift Market Demand • Many variables other than price can influence market demand. We will discuss the five most important: • Income • Normal good A good for which the demand increases as income rises and decreases as income falls. • Inferior good A good for which the demand increases as income falls and decreases as income rises.

  14. Refer to the figure below. Each graph refers to the demand for pizza. Which of the graphs best describes the impact of an increase in income, assuming that a pizza is a normal good? • The graph of the left. • The graph on the right. • Both graphs. • Neither graph.

  15. MakingtheConnection Are Quiznos Sandwiches Normal Goods and Subway Sandwiches Inferior Goods? Subway sandwiches seem to fit the economic definition of an inferior good because demand increases as income falls, while Quiznos sandwiches fit the definition of a normal good. But remember that inferior goods are not necessarily of low quality; they are just goods for which consumers increase their demand as their incomes fall. Subway experienced increased sales during 2008 and 2009, while sales of Quiznos sandwiches fell. • Your Turn:For more practice, do related problem 1.11 at the end of this chapter. MyEconLab

  16. Prices of Related Goods • Substitutes Goods and services that can be used for the same purpose. • Complements Goods and services that are used together. • Tastes Subjective elements, such as ad campaigns or trends, can enter into a consumer’s decision to buy a product. • Population and Demographics DemographicsThe characteristics of a population with respect to age, race, and gender. • Expected Future Prices Consumers choose not only which products to buy but also when to buy them.

  17. Refer to the figure below. Each graph refers to the demand for pizzas. Which of the graphs best describes the impact of an increase in the price of a complement good? • The graph of the left. • The graph on the right. • Both graphs. • Neither graph.

  18. MakingtheConnection The Aging of the Baby Boom Generation What effects will the aging of the baby boom generation have on the economy? Older people have a greater demand for medical care but less demand for cars than do younger people. Aging boomers will also have an effect on the housing market. • Your Turn:For more practice, do related problems 1.12 and 1.13 at the end of this chapter. MyEconLab

  19. Table 3.1 Variables That Shift Market Demand Curves An increase in… shifts the demand curve… because…

  20. Table 3.1 Variables That Shift Market Demand Curves An increase in… shifts the demand curve… because…

  21. Table 3.1 Variables That Shift Market Demand Curves An increase in… shifts the demand curve… because…

  22. Figure 3.3 A Change in Demand versus a Change in Quantity Demanded If the price of tablet computers falls from $700 to $600, the result will be a movement along the demand curve from point A to point B—an increase in quantity demanded from 3 million tablets to 4 million tablets. If consumers’ incomes increase, or if another factor changes that makes consumers want more of the product at every price, the demand curve will shift to the right—an increase in demand. In this case, the increase in demand from D1 to D2 causes the quantity of tablet computers demanded at a price of $700 to increase from 3 million tablets at point A to 5 million tablets at point C.

  23. MakingtheConnection Forecasting the Demand for iPads To decide which products to develop, firms need to forecast the demand for those products. Forecasting the demand for any new product is challenging because it is difficult to gauge how many consumers will find the new product to be useful. In 2011, Apple forecast that it would sell 40 million iPads during the year. Time will tell whether the future demand for tablets will be as large as Apple and other firms were forecasting it would be. Will the future demand for tablets such as the iPad continue to grow? • Your Turn:For more practice, do related problem 1.16 at the end of this chapter. MyEconLab

  24. The Supply Side of the Market 3.2 LEARNING OBJECTIVE Discuss the variables that influence supply.

  25. Quantity supplied The amount of a good or service that a firm is willing and able to supply at a given price. Supply Schedules and Supply Curves • Supply schedule A table that shows the relationship between the price of a product and the quantity of the product supplied. • Supply curve A curve that shows the relationship between the price of a product and the quantity of the product supplied.

  26. Figure 3.4 A Supply Schedule and Supply Curve As the price changes, Apple, Toshiba, Samsung, LG, and other firms producing tablet computers change the quantity they are willing to supply. We can show this as a supply schedule in a table or as a supply curve on a graph. The supply schedule and supply curve both show that as the price of tablet computers rises, firms will increase the quantity they supply. At a price of $600 per tablet, firms will supply 6 million tablets. At a price of $700, firms will supply 7 million tablets.

  27. Law of supply The rule that, holding everything else constant, increases in price cause increases in the quantity supplied, and decreases in price cause decreases in the quantity supplied. Figure 3.5 Shifting the Supply Curve When firms increase the quantity of a product they want to sell at a given price, the supply curve shifts to the right. The shift from S1 to S3 represents an increase in supply. When firms decrease the quantity of a product they want to sell at a given price, the supply curve shifts to the left. The shift from S1 to S2 represents a decrease in supply.

  28. Variables That Shift Market Supply • The following are the most important variables that shift market supply: • • Prices of Inputs A change in the price of an input—anything used in the production of a good or service—is the most likely factor to cause the supply curve for a product to shift. • • Technological Change Technological change A positive or negative change in the ability of a firm to produce a given level of output with a given quantity of inputs. • Prices of Substitutes in Production Alternative products that a firm could produce are called substitutes in production. • Number of Firms in the Market A change in the number of firms in the market will change supply. • Expected Future Prices If a firm expects that the price of its product will be higher in the future than it is today, it has an incentive to decrease supply now and increase it in the future.

  29. Refer to the figure below. The graphs depict the supply of rock concerts in the United States. Which of the graphs best describes the impact of an increase in the price of an input? • The graph on the left. • The graph on the right. • Both graphs. • Neither graph.

  30. Table 3.2 Variables That Shift Market Supply Curves An increase in… shifts the supply curve… because…

  31. Table 3.2 Variables That Shift Market Supply Curves An increase in… shifts the supply curve… because…

  32. Refer to the figure below. The graphs depict the supply of rock concerts in the United States. Which of the graphs best describes the impact of an increase in the expected future price of concert tickets? • The graph on the left. • The graph on the right. • Both graphs. • Neither graph.

  33. Figure 3.6 A Change in Supply versus a Change in Quantity Supplied If the price of tablet computers rises from $500 to $600 per tablet, the result will be a movement up the supply curve from point A to point B—an increase in quantity supplied by Apple, Toshiba, Samsung, and the other firms from 5 million to 6 million tablets. If the price of an input decreases or another factor changes that causes sellers to supply more of the product at every price, the supply curve will shift to the right—an increase in supply. In this case, the increase in supply from S1 to S2 causes the quantity of tablet computers supplied at a price of $600 to increase from 6 million at point B to 8 million at point C.

  34. How will the following scenarios affect the supply of chocolate ice cream? • A medical report finding that consuming chocolate prevents cancer. • A decrease in the price of chocolate ice cream. • An increase in the price of chocolate, an ingredient used to make chocolate ice cream. • An increase in the price of whipped cream, an complementary good for ice cream.

  35. Market Equilibrium: Putting Demand and Supply Together 3.3 LEARNING OBJECTIVE Use a graph to illustrate market equilibrium.

  36. Figure 3.7 Market Equilibrium Where the demand curve crosses the supply curve determines market equilibrium. In this case, the demand curve for tablet computers crosses the supply curve at a price of $500 and a quantity of 5 million tablets. Only at this point is the quantity of tablet computers consumers are willing to buy equal to the quantity that Apple, Amazon, Samsung, and the other firms are willing to sell: The quantity demanded is equal to the quantity supplied.

  37. Market equilibrium A situation in which quantity demanded equals quantity supplied. Competitive market equilibrium A market equilibrium with many buyers and many sellers. How Markets Eliminate Surpluses and Shortages Surplus A situation in which the quantity supplied is greater than the quantity demanded. Shortage A situation in which the quantity demanded is greater than the quantity supplied.

  38. Refer to the graph below. What is the impact of higher population and income growth on equilibrium in this graph? • A higher equilibrium price and higher equilibrium quantity. • A lower equilibrium price and lower equilibrium quantity. • A higher equilibrium price and lower equilibrium quantity. • A lower equilibrium price and higher equilibrium quantity.

  39. Figure 3.8 The Effect of Surpluses and Shortages on the Market Price When the market price is above equilibrium, there will be a surplus. In the figure, a price of $600 for tablet computers results in 6 million tablets being supplied but only 4 million tablets being demanded, or a surplus of 2 million. As Apple, Toshiba, Dell, and other firms cut the price to dispose of the surplus, the price will fall to the equilibrium of $500. When the market price is below equilibrium, there will be a shortage. A price of $300 results in 7 million tablets being demanded but only 3 million tablets being supplied, or a shortage of 4 million tablets. As firms find that consumers who are unable to find tablet computers available for sale are willing to pay higher prices to get them, the price will rise to the equilibrium of $500.

  40. Refer to the graph below. What happens when the price of ticket equals $125? • There is a shortage of 3 thousand tickets. • There is a surplus of 3 thousand tickets. • The market arrives at market equilibrium. • There is a scarcity of 3 thousand tickets.

  41. Demand and Supply Both Count Keep in mind that the interaction of demand and supply determines the equilibrium price. Neither consumers nor firms can dictate what the equilibrium price will be. No firm can sell anything at any price unless it can find a willing buyer, and no consumer can buy anything at any price without finding a willing seller.

  42. Solved Problem 3.3 Demand and Supply Both Count: A Tale of Two Letters Which letter is likely to be worth more: one written by Abraham Lincoln or one written by his assassin, John Wilkes Booth? Auctioned off on the same day, the Booth letter sold for $31,050, and the Lincoln letter sold for only $21,850. Use a demand and supply graph to explain how the Booth letter has a higher market price than the Lincoln letter, even though the demand for letters written by Lincoln is greater than the demand for letters written by Booth. Solving the Problem Step 1: Review the chapter material. Step 2: Draw demand curves that illustrate the greater demand for Lincoln’s letters. Begin by drawing two demand curves. Label one “Demand for Lincoln’s letters” and the other “Demand for Booth’s letters.” Make sure that the Lincoln demand curve is much farther to the right than the Booth demand curve.

  43. Solved Problem 3.3 Demand and Supply Both Count: A Tale of Two Letters Which letter is likely to be worth more: one written by Abraham Lincoln or one written by his assassin, John Wilkes Booth? Auctioned off on the same day, the Booth letter sold for $31,050, and the Lincoln letter sold for only $21,850. Use a demand and supply graph to explain how the Booth letter has a higher market price than the Lincoln letter, even though the demand for letters written by Lincoln is greater than the demand for letters written by Booth. Solving the Problem Step 3: Draw supply curves that illustrate the equilibrium price of Booth’s letters being higher than the equilibrium price of Lincoln’s letters. Both demand and supply count when determining market price. The upward slope of the supply curves occurs because the higher the price, the larger the quantity of letters that will be offered for sale by people who currently own them. • Your Turn:For more practice, do related problems 3.5 and 3.6 at the end of this chapter. MyEconLab

  44. The Effect of Demand and Supply Shifts on Equilibrium 3.4 LEARNING OBJECTIVE Use demand and supply graphs to predict changes in prices and quantities.

  45. The Effect of Shifts in Supply on Equilibrium Figure 3.9 The Effect of an Increase in Supply on Equilibrium If a firm enters a market, as Toshiba entered the market for tablet computers when it introduced the Thrive, the equilibrium price will fall, and the equilibrium quantity will rise: 1. As Toshiba enters the market for tablet computers, a larger quantity of tablets will be supplied at every price, so the market supply curve shifts to the right, from S1 to S2, which causes a surplus of tablets at the original price, P1. 2. The equilibrium price falls from P1 to P2. 3. The equilibrium quantity rises from Q1 to Q2.

  46. If the magnitude of an increase in supply is greater than the magnitude of an increase in demand, what happens to equilibrium price and quantity in the market? • Equilibrium price will rise and quantity will rise. • Equilibrium price will rise and quantity will fall. • Equilibrium price will fall and quantity will rise. • Equilibrium price will fall and quantity will fall.

  47. MakingtheConnection The Falling Price of Blu-ray Players The declining cost of manufacturing the players as other firms enter the industry increases the quantity supplied at every price, shown by the large shift to the right of the supply curve. • Your Turn:For more practice, do related problem 4.6 at the end of this chapter. MyEconLab

  48. The Effect of Shifts in Demand on Equilibrium Figure 3.10 The Effect of an Increase in Demand on Equilibrium Increases in income will cause the equilibrium price and quantity to rise: 1. Because tablet computers are a normal good, as income grows, the quantity demanded increases at every price, and the market demand curve shifts to the right, from D1 to D2, which causes a shortage of tablet computers at the original price, P1. 2. The equilibrium price rises from P1 to P2. 3. The equilibrium quantity rises from Q1 to Q2.

  49. The Effect of Shifts in Demand and Supply over Time Figure 3.11 Shifts in Demand and Supply over Time Whether the price of a product rises or falls over time depends on whether demand shifts to the right more than supply. In panel (b), supply shifts to the right more than demand, and the equilibrium price falls: In panel (a), demand shifts to the right more than supply, and the equilibrium price rises: 1. Supply shifts to the right more than demand. 2. Equilibrium price falls from P1 to P2. 1. Demand shifts to the right more than supply. 2. Equilibrium price rises from P1 to P2.

  50. Table 3.3 How Shifts in Demand and Supply Affect Equilibrium Price (P) and Quantity (Q)

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