GEB 4455 Lecture 2: Ch 2 learnsmart
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Department
Management
Course
GEB 4455
Professor
William A Christiansen
Semester
Spring

Description
Ch 2 How economic conditions affect businesses Economics is the study of how society chooses to employ resources to produce goods and services and distribute them for consumption among various competing groups and individuals. There are two major branches of economics: macroeconomics looks at the operation of a nation’s economy as a whole (the whole United States), and microeconomics looks at the ta of people and organizations in markets for particular products or services. Macroeconomic topics in this chapter include gross domestic product (GDP), the unemployment rate, and price indexes. In Adam Smith’s view, businesspeople don’t necessarily deliberately set out to help others. They work primarily for their own prosperity and growth. Yet as people try to improve their own situation in life, Smith said, their efforts serve as an “invisible hand” that helps the economy grow and prosper through the production of needed goods, services, and ideas. Thus, the phrase invisible hand is used to describe the process that turns self-directed gain into social and economic benefits for all. Understanding free market capitalism The economic system that has led to wealth creation in much of the world is known as capitalism. Under capitalism all or most of the factors of production and distribution—such as land, factories, railroads, and stores—are owned by individuals. No country is purely capitalist, however. Often the government gets involved in issues such as determining minimum wages, setting farm prices, and lending money to some failing businesses—as it does in the United States. But capitalism is the foundation of the U.S. economic system, and of the economies of England, Australia, Canada, and most other industrialized nations. The right to own private property, the right to own a business and keep all of its profits, the right to freedom of competition, the right to freedom of choice A free market is one in which decisions about what and how much to produce are made by the market—by buyers and sellers negotiating prices for goods and services. You and I and other consumers send signals to tell producers what to make, how many, in what color, and so on. We do that by choosing to buy (or not to buy) certain products and services. Supply refers to the quantities of products manufacturers or owners are willing to sell at different prices at a specific time. Generally speaking, the amount supplied will increase as the price increases, because sellers can make more money with a higher price. Economists show this relationship between quantity supplied and price on a graph. Figure 2.1 shows a simple supply curve for T-shirts. The price of the shirts in dollars is shown vertically on the left of the graph. The quantity of shirts sellers are willing to supply is shown horizontally at the bottom of the graph. The various points on the curve indicate how many T-shirts sellers would provide at different prices. For example, at a price of $5 a shirt, a T-shirt vendor would provide only 5 shirts, but at $50 a shirt the vendor would supply 50 shirts. The supply curve indicates the relationship between the price and the quantity supplied. All things being equal, the higher the price, the more the vendor will be willing to supply. Demand refers to the quantity of products that people are willing to buy at different prices at a specific time. Generally speaking, the quantity demanded will increase as the price decreases. Again, we can show the relationship between price and quantity demanded in a graph. Figure 2.2 shows a simple demand curve for T-shirts. The various points on the graph indicate the quantity demanded at various prices. For example, at $45, buyers demand just 5 shirts, but at $5, the quantity demanded would increase to 35 shirts. All things being equal, the lower the price, the more buyers are willing to buy. You might realize from Figures 2.1 and 2.2 that the key factor in determining the quantities supplied and demanded is price. If you were to lay the two graphs one on top of the other, the supply curve and the demand curve would cross where quantity demanded and quantity supplied are equal.Figure 2.3 illustrates that point. At a price of $15, the quantity of T-shirts demanded and the quantity supplied are equal (25 shirts). That crossing point is known as the equilibrium point or equilibrium price. In the long run, that price will become the market price. Market price, then, is determined by supply and demand. It is the price toward which the market will trend. Economists generally agree there are four different degrees of competition: (1) perfect competition, (2) monopolistic competition, (3) oligopoly, and (4) monopoly. Perfect competition exists when there are many sellers in a market and none is large enough to dictate the price of a product. Sellers’ products appear to be identical, such as agricultural products like apples, corn, and potatoes. There are no true examples of perfect competition. Today, government price supports and drastic reductions in the number of farms make it hard to argue that even farming represents perfect competition. Under monopolistic competition a large number of sellers produce very similar products that buyers nevertheless perceive as different, such as hot dogs, sodas, personal computers, and T- shirts. Product differentiation—the attempt to make buyers think similar products are different in some way—is a key to success. Think about what that means. Through advertising, branding, and packaging, sellers try to convince buyers that their products are different from competitors’, though they may be very similar or even interchangeable. The fast-food industry, with its pricing battles among hamburger offerings and the like, offers a good example of monopolistic competition. An oligopoly is a degree of competition in which just a few sellers dominate a market, as we see in tobacco, gasoline, automobiles, aluminum, and aircraft. One reason some industries remain in the hands of a few sellers is that the initial investment required to enter the business often is tremendous. Think, for example, of how much it would cost to start a new airplane manufacturing facility. In an oligopoly, products from different companies tend to be priced about the same. The reason is simple: Intense price competition would lower profits for everyone, since a price cut by one producer would most likely be matched by the others. As in monopolistic competition, product differentiation, rather than price, is usually the major factor in market success in an oligopoly. Note, for example, that most cereals are priced about the same, as are soft drinks. Thus, advertising is a major factor determining which of the few available brands consumers buy, because often it is advertising that creates the perceived differences. A monopoly occurs when one seller controls the total supply of a product or service, and sets the price. In the United States, laws prohibit the creation of monopolies. Nonetheless, the U.S. legal system has permitted monopolies in the markets for Page 40public utilities that sell natural gas, water, and electric power. These companies’ prices and profits are usually controlled by public service commissions to protect the interest of buyers. Understanding socialism Socialism is an economic system based on the premise that some, if not most, basic businesses (e.g., steel mills, coal mines, and utilities) should be owned by the government so that profits can be more evenly distributed among the people. Entrepreneurs often own and run smaller businesses, and individuals are often taxed relatively steeply to pay for social programs. As a consequence, many of them leave socialist countries for capitalistic countries with lower taxes, such as the United States. This loss of the best and brightest people to other countries is called a brain drain Communism is an economic and political system in which the government makes almost all economic decisions and owns almost all the major factors of product
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