Micro Flashcards
Total revenue
P x Q
How much money a firm receives in total from sales
Average Revenue
P/ TR ÷ Q
What a business receives on average from each sale.
Marginal revenue
change in TR ÷ change in Q (only use if quantity goes up by more than 1)
The additional revenue a firm makes selling 1 extra unit
If MR = + (TR) (elasticity of demand)
TR increases
demand is elastic
if MR = 0 (TR) (elasticity of demand)
TR stays the same
demand is unitary
if MR = - (TR)
TR decreases
demand is inelastic
decreasing price will (TR)
increase TR
increasing price will. (TR)
decrease TR
^ TR =
v P x Q ^
Demand = elastic
MR = +
v TR =
^ P x Q v
Demand = inelastic
MR = -
Allocative efficiency
Welfare is maximised
MC = AR
(Mary Can’t Allocatively Run)
Productive efficiency
Average cost at its lowest
MC = AC
(Mary Cant Analyse Corners)
X inefficiency
when as firm is producing above its average cost curve for a given level of output
dynamic efficiency
how changing technology improves a firms output potential over time
to be dynamically efficient a firm needs
supernormal profit
so it can invest its supernormal profit in R+D
the 5 different market structures
- monopoly
- perfect comp
- monopolistic competition
- oligopoly
- monopsony
How to calculate the n-firm concentration ratio
identify the 4 largest firms
add up market shares of these 4 firms
answer is concentration ratio of the 4 firms
monopoly assumptions
only 1 firm
profit maximiser
high barriers to entry
barriers to entry are
legal barriers sunk costs economies of scale brand loyalty anti competitive practices
legal barriers
stops new firms using incumbent firms ideas (stealing ideas)
patent
copyright
trademark
sunk costs
the money can’t be recovered if a firm leaves the market
advertising
specialist machinery (no on else can use it)
what doe high sunk costs mean? and what does this mean for new firms
increased cost of failure
deters new firms
economies of scale
internal economies of scaled used by big firms to reduce their long run average costs.
what do economies of scale allow monopoly to do
keep costs and prices low so small firms can’t compete with their low prices
6 internal economies of scale
risk bearing managerial financial purchasing technical marketing (Richards mum flies past the moon)
Brand loyalty
strong branding in incumbent firms makes it impossible for any new firms to make any sales
anti competitive practises
anything a firm might do to reduce or restrict competition
technical economies are where
companys invest in specialist capital to increase productivity and decreasing their long run average cost
managerial economies are where
companys employ specialists which increase productivity and decrease long run average costs
a marketing economy is where
big firms spread their marketing costs across many units decreasing long run average costs big firms
The higher the risk
the higher the interest rates
firms expand and grow bigger
they become less risky, so they can borrow at lower interest rates, reducing long run average costs
Risk-bearing economies: big firms can
exploit risk bearing economies of scale, then big profits to diversify to new areas reducing the cost of failure in one area
Risk-bearing economies: small firms
don’t have enough profit to diversity so the cost of failure is high
as companies get bigger, they can exploit internal economies to
Reduce their long run average costs
economies of scale; in the short run a firm can’t
experience internal economies of scale, don’t have enough time
the 6 internal economies of scale:
Purchasing, technical, managerial, marketing, financial, risk bearing, risk-bearing
RICHARDS MUM FLIES PAST THE MOON
Purchasing economies
when firms expand and are bigger purchases they can bulk buy and negotiate lower prices, reducing their long run average cost
technical economies
when firms invest in specialist capital to increase firms productivity and decrease their long run average costs
internal economies of scale
Reductions in long run average cost, as a industry’s size increases
alienation
decreases their motivation
= productivity falls, and long run average costs rise
Bureaucracy
all the paper work, managers, filling and secretary that
communication
when firms get really big communication can really slow down , wastes precious time in a business and increasing long run average costs
Internal diseconomies of scale
when a firm expands to much and long run average costs start to rise
Alienation
Bureaucracy
Communication
The minimum efficient scale is where
a firm first reaches its lowest LRAC
external economies of scale
a firm’s long run average costs fall, as industry output increases.
as the size of the industry increases
recruit quicker and at lower pay reducing long run average cost
because the whole industry was growing and employees are attracted
internal economies of scale are shown as
movements along our LRAC curve
external economies of scale are shown as
the LRAC curve will shift downwards
profit =
TR - TC
opportunity cost
the lost opportunity of the next best alternative
normal profit =
0
when TC = TR
If it’s making less than normal profit,
it’s no longer covering its opportunity cost - so it will leave the market.
supernormal profit is
the extra profit above opportunity cost
TR > TC
Explain the shape of the marginal cost curve
marginal costs first decreased because of specialisation - workers get more productive decreasing costs
marginal costs then decreased because of the law of diminishing marginal returns - reduces productivity and increases costs
ATC =
AVC + AFC
ATC will intercept
marginal cost at it lowest point
Marginal revenue is
the additional revenue from selling one extra unit.
marginal cost is
the additional cost of selling one extra unit.
profit maximising
MC=MR up to AR curve
Why do some firms grow, while others stay small
- lack the finance to expand.
- regulations can prevent firms from growing too big because of concerns over consumer exploitation.
- firms might be worried about diseconomies of scale.
as firms grow bigger, they might experience:
the divorce of ownership and control
divorce of ownership and control can lead to
The principal-agent problem
The divorce of ownership and control can lead to the principal-agent problem is when
The principal-agent problem is when the agent (e.g. the manager who runs and controls the business) pursues different objectives to the principal (e.g. the shareholders who own the business)
Organic growth is when
a firm grows by investing in itself to increase output.
Inorganic growth is when
a firm grows by acquiring, or merging with, another firm
4 different types of inorganic growth
- backward vertical integration
- forward vertical integration
- horizontal integration
- conglomerate integration
backwards vertical integration is when:
a firm integrates with another firm who is further away from the consumer in the same production process
forward vertical integration is when
firm integrates with another firm who is closer to the consumer in the same production process
horizontal integration is when
a firm integrates with another firm at the same stage of the production process
conglomerate integration is when
two firms in unrelated industries join together.
pros of organic growth
- keep ownership and control of the firm
- low risk, continue doing what already are and are good at
cons of inorganic growth
- higher risk - getting involved in a market you know much less about, integrating with unknown markets and new companies
Vertical integration is when
a firm integrates with another firm at a different stage of the same production process.
demergers
company separate itself into 2 companies
If a firm gets too small it will reduce economies of scale, so:
Its LRAC will increase
monopoly
there is only 1 firm in the market
assumptions of monopoly
- only 1 firm
- profit max MC=MR
- high barriers to entry
legal monopoly
over 25% of market share
barriers to entry
- legal barriers
- sunk costs
- economies of scale
- brand loyalty
- anti competitive practices
a monopoly is
Productively inefficient, allocatively inefficient, possibly dynamically inefficient, X-inefficient
natural monopoly
A natural monopoly is when it’s naturally most efficient if only one firm is in the market.
2 reasons why a monopoly might be a natural monopoly
- high sunk costs
ineficient if another firm entered market - huge internal economies of scales
can use to make long run average costs super low
RICHARDS MUM FLIES PAST THE MOON
price discrimintaion
why are adults charged higher prices and students lower prices for train tickets?
Adult demand = more inelastic, adults have higher incomes and less responsive to price changes. can charge adults higher prices.
Student demand = more elastic, students have less money to spend and more responsive to price changes. have to charge students lower prices.
examples of price discrimination in the world
bus tickets, cinema tickets, education (scholarships), train
elastic consumers are charged
inelastic consumers are charged
Elastic consumers a lower price - don’t want to loose them
inelastic consumers a higher price - won’t care about higher prices
Price discrimination is when
a firm charges different groups of consumer different prices, but for the same good.
the 3 conditions of price discrimination
- market power - change prices without loosing all consumers
- information - info on consumers elasticity
- limit reselling - able to limit elastic consumers from selling cheap tickets to inelastic consumers
different number of firms =
different level of competition
many buyers and sellers =
comp v high
few large sellers
oligopoly
comp low
competition is high if
lots of firms
competition is there
number of firms competing in a market
competition is lower is
only a few firms competing
contestable markets
is simply a market with low barriers to entry and exit and doesn’t matter how many firms in the market (e.g. mango low barriers but many sellers, origami low barriers but few sellers)
market that isn’t contestable will have
High barriers to entry e.g. high sunk costs and economies of scale
contestable market is
a market with low barriers to entry and exit, easy for firms to enter
in the long run firms in contestable markets will only be able to make
normal profit
who is in charge of making sure big firms stay in line with regulations and competition policy?
CMA - competition and markets authority
the CMA use 4 key types of regulation
- merger policy
- price regulation
- profit regulation
- performance targets and quality standards
what is merger policy
blocking mergers that might give firms too much market power
what is price regulation
capping the prices firms can charge consumers
what is profit regulation
taxing firm profits if they make too much supernormal profit
what is performance targets and quality standards
imposing targets and standards so firms don’t provide dodgy goods or services
the CMA investigates a merger if
combined market share over 25% - too much market power and could hurt consumers with higher prices
combined annual turnover over £70m - negatively effect consumers
price regulation
limits how much a firm can increase its prices which protects consumers from high prices
RPI is a measure of
inflation
price regulation: what are the 2 types of price cap
- RPI +K
2. RPI -X
RPI+K
first calculate RPI - increase price in line with inflation
K - supernormal profit; so CMA allow firms to increase their prices by +K so that the firm can invest the K (profit) into new capital = better quality and cheaper good
RPI -X
first calculate RPI - allow firms to increase prices along side inflation
slacking so minus RPI by X so that they can make efficiency improvements gains now in the short run to push costs down
Regulatory capture is when
a regulator begins to favour the company they’re regulating.
low quality standards, increasing price too much -> favours firms and harms consumers
profit regulation is when
a firms’ profits are taxed at 100% above a certain limit
- this encourgaes companies to reinvest profits which will mean improved capital
however profit regulation can mean there is no
profit incentive so firms might just get lazier
CMA wants to
increase quality so use targets and standards to get firms to cooperate.
performance targets are
targets for firms to meet, to ensue there providing a top quality service
quality standards are
standards of quality that firms have to meet to sell their goods and services
example of performance targets
NHS - each hospital has the performance target of responding to accident and emergency patients in less than 4 hours.
example of quality standards
food standards agency
when is the CMA not effective
sneaky firms - the firms lawyers settle the case
play nice to regulators
return to sell poor quality products for high prices and being x-inefficient 1
to stop firms selling poor quality products for high prices and being x-inefficient what is needed
competition - new firms to enter the market and compete with incumbent firms, they will force incumbent firms to lower prices and improve quality of products and stop being so x-inefficient otherwise loose consumers to the new entrances
how to get new firms to join the market
CMA can increase contestability by: lowering barriers to entry, so that it is easier for firms to entry the market and therefore easier to contest incumbent firms
4 ways the CMA can increase contestability
- deregulation
- privatisation
- stopping anti-competitive practises
- helping small businesses