ECON1131 Lecture Notes - Lecture 68: Product Differentiation, Monopolistic Competition

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How firms differentiate: the economic significance of advertising and brand names. Product differentiation: product differentiation is the attempt by firms to convince buyers that their products are different from those of other firms in the industry. Differentiation by style or type: as long as consumers have different tastes, producers will be able to increase profits by differentiating their products to suit those tastes. Differentiation by location: many monopolistically competitive firms differentiate their product by location particularly in service industries. Differentiation by quality: even if quality differences are mostly perceived, consumers are often willing to pay a higher price for a product they perceive to be of higher quality. Is product differentiation efficient: gets mixed reviews from economists: product differentiation can increase product variety which can benefit consumers. Product differentiation can be a waste of resources if there is no real benefit from the differentiation. Is advertising efficient: gets mixed reviews from economists.

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