ECO105Y1 Chapter Notes - Chapter 8: Substitute Good, Perfect Competition, Breaking Free

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Monopoly only seller of a product or service, no close substitutes available e. g. xerox"s first photocopy machine in 1959. Market power business"s ability to set price. Price maker pure monopoly with maximum power to set prices. Market power of monopoly is still limited by what buyers are willing and able to pay (law of demand) Trade-off of setting a higher price is lower sales; if the price is too high, it will have no buyers, no revenue and no profits; monopoly price makers must live by law of demand. The price maker"s goal is to find the price and quantity combination that yields the greatest profits. The demand is inelastic because there are no close substitutes. A large percentage increase in price causes only a small percentage of decrease in quantity demanded. For inelastic demand, higher prices increase total revenue (price quantity) Still faces the law of demand, but can considerably raises price and still maintain most sales.

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