Chapter
13 - 1-2-9-12-14-15
This
is a guidance answer ... your actual answer during the exam should be longer
than this answer ...
1. (a) Disagree. A monopolist chooses quantity so
that sets MC = MR, but then charges a price higher than MR. This is because a
monopolist faces a downward-sloping demand curve. To sell more output, it must
lower its price.
(b) Disagree. Demand still constrains monopoly.
There are always substitutes (however distant) for a monopoly’s output. A rise
in price causes a decrease in sales and may or may not decrease total revenue.
But there is only one price that will maximize a monopoly’s profits.
(c) Agree. Demand elasticity is equal to –1 at the midpoint of the demand curve, and the
marginal revenue curve bisects the quantity axis at that same level of output.
2. A
competitive firm can sell all the output it wants without having any impact on
market price. For each additional unit sold, its revenue will rise by the
market price. Hence, MR is the same at all levels of output.
Each time
a monopolist increases output by 1 unit, it must lower the price to sell it.
The additional revenue the monopolist receives is less than the price because
consumers who were already buying the output get a price break too. MR is thus lower than price; and as output
increases, both price and MR decline.
9. Answers
will vary, but may include information such as the following in addressing the
three questions:
In what
ways has Google acted to suppress competition? By purchasing DoubleClick,
Google dominates the Internet advertising business. By purchasing YouTube,
Google immediately took control of the web’s growing video market. Google’s
increasing dominance in ad-serving gives it the power to make exclusive deals
regarding internet searches and advertising with major Internet websites, and
this will continue to expand its influence over its users.
What private
suits have been brought against Google? Two of the antitrust suits filed
against Google include one filed by KinderStart, based on their unhappiness
with their search engine placement, and one filed by Microsoft, requesting the
government block Google’s acquisition of DoubleClick.
What are the benefits of a strong, profitable Google? A
strong, profitable Google means continued reliability and convenience for its
millions of users who enjoy its services. Growth at Google is good for its
employees and shareholders and is also good for its users who want to enjoy
more online innovations. Businesses that advertise with Google will also
benefit because the stronger and more profitable Google is, the more exposure
its advertising clients will receive.
12. A monopoly
is a single firm industry that has a product for which there are no close
substitutes and that can block entry of new firms. The whole point of having a
monopoly is that you can charge a price that is higher than the competitive
price and prevent competition with barriers to entry. This makes it possible to
earn economic profits over time. Generic rock bands face incredible
competition. Whenever one seems to make it, 20 similar bands show up keeping
the price of a gig down. But if you have a sound that lots of people like and a
name that becomes recognized, you are acquiring market power in the form of a
brand name that people may be willing to pay for. When demand becomes less
elastic, it means that you can raise price without losing all of the demand for
your product.
14. A supply
curve shows the relationship between the price of a product and the quantity of
the product supplied. In perfect competition, the supply curve in the short run
is the portion of the firm’s marginal cost curve that lies above the average
variable cost curve. As the price of a good changes, the perfectly competitive
firm moves up and down its marginal cost curve to determine the output quantity
to produce. The output quantity produced by a monopoly depends on its marginal
cost curve and on the marginal revenue associated with a specific price, which
is based on the shape of its demand curve, so the amount of output is not
independent of the shape of the demand curve as it is in pure competition.
Therefore, a monopolist does not have a supply curve.
15. This does
not necessarily constitute a monopoly. Even though Gloria has the only
McDonald’s in town, this does not mean that there are not any other competitors
in town, such as Burger King, Wendy’s, or In-N-Out Burger. Also, consumers may
be able to drive to a nearby town to patronize a different McDonald’s
restaurant.
Courtesy
of Case/Fair/Oster, 11th edition, 2014