EC260 Chapter Notes - Chapter 2: Adenosine A2B Receptor, High Cross, Hyperbola

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Controlled by managers: advertising, product quality, distribution. Others: # of substitutes, prices of rival products, advertising of rivals. Macroeconomic (not influenced by managers): state of economy, level of disposable income. Elasticity: measures % change in one factor given a small (marginal) % change in another factor. Market demand schedule: table showing total quantity of the good purchased at each price. Market demand curve: plot of the market demand schedule on a graph. Vertical axis: price of good; horizontal axis: quantity of good demanded. Market demand curve shows total quantity of good demanded at each price, not quantity demanded from specific firm. Curve slopes downward to the right quantity demanded increases as price falls. Market demand curve pertains to certain period shape depends on length and characteristics of period. Factors affecting position and shape of market demand curve. Consumer tastes: increasing preference for product = demand curve shifts to right (want to buy more, pay more)

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