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Sotheby's Institute Week 2 Whitaker - 20110914
1.
Principles of Business
I: Week 2Supply and DemandReview Price Elasticity of Demand Professor Whitaker September 14, 2011 Sotheby’s Institute of Art © Amy Whitaker – a.whitaker@sothebysinstitute.com
2.
supply and demand
© Amy Whitaker - a.whitaker@sothebysinstitute.com S (Supply) P (Price) D (Demand) Q (Quantity)
3.
The relationship of
price and quantity © Amy Whitaker - a.whitaker@sothebysinstitute.com S (Supply) P (Price) Change in price moves you along the curve. D (Demand) Change in anything else shifts the curve. Q (Quantity)
4.
shifts in supply
and demand © Amy Whitaker - a.whitaker@sothebysinstitute.com
5.
cigarette tax ©
Amy Whitaker - a.whitaker@sothebysinstitute.com S2 S (Supply) P (Price) 2: like adding $2 to cost $8 1: the government adds $2 to every pack $6 D (Demand) Q (Quantity)
6.
Airline fuel more
expensive? © Amy Whitaker - a.whitaker@sothebysinstitute.com S (Supply) P (Price) D (Demand) Q (Quantity)
7.
Airline fuel more
expensive? © Amy Whitaker - a.whitaker@sothebysinstitute.com S2 S (Supply) P (Price) $250 $240 D (Demand) Q (Quantity)
8.
Your income goes
up. . . © Amy Whitaker - a.whitaker@sothebysinstitute.com S (Supply) P (Price) D (Demand) Q (Quantity)
9.
Your income goes
up. . . © Amy Whitaker - a.whitaker@sothebysinstitute.com S (Supply) P (Price) D2 D (Demand) Q (Quantity)
10.
Consumer and Producer
Surplus © Amy Whitaker - a.whitaker@sothebysinstitute.com S (Supply) P (Price) D (Demand) Q (Quantity)
11.
Price Discrimination ©
Amy Whitaker - a.whitaker@sothebysinstitute.com S (Supply) P (Price) D (Demand) Q (Quantity)
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
How do people
respond to changes in price? © Amy Whitaker - awhitaker@cca.edu
24.
What if the
price of chicken goes down? © Amy Whitaker - awhitaker@cca.edu 1. You have more purchasing power, so you buy more chicken. This is an income effect. 2. Chicken starts to look better than pork. This is a substitution effect.
25.
Indifference curves ©
Amy Whitaker - awhitaker@cca.edu Museum visits Imelda doesn’t have a lot of money, and she likes museums but she also likes to go see movies. How does an economist model this? An indifference curve represents the relationship of utility given by one item and utility given by another. Movie tickets
26.
The budget line
© Amy Whitaker - awhitaker@cca.edu Museum visits A budget line shows the constraint on the indifference curves. The line connects the point where you spend all your income on movies with the point where you spend all your money on museum visits. The circle shows the most total utility you can afford. $120 / 15 = 8 visits $120 / 10 = 12 visits Movie tickets Imelda has $120 to spend. Museum visits cost $15. Movies cost $10.
27.
Utility © Amy
Whitaker - awhitaker@cca.edu
28.
Price Elasticity of
Demand % change in the quantity Elasticity = % change in the price
29.
Determinants of Price
Elasticity Availability of substitutes Proportion of your income Luxury vs. necessity Time horizon © Amy Whitaker - awhitaker@cca.edu
30.
price elasticity and
total revenue © Amy Whitaker - awhitaker@cca.edu E < 1, inelastic E > 1, elastic 1 Unit elastic (unitary elastic)
31.
some everyday elasticities
© Amy Whitaker - awhitaker@cca.edu
32.
Calculating elasticity The
price of a latte goes up from $4 to $5. 30 people buy at $4, and 20 people buy at $5. © Amy Whitaker - awhitaker@cca.edu % change in the quantity Elasticity = % change in the price 1/3 (30-20) / 30 4/3 = 1.3 = = Elasticity = 1/4 (5-4)/4
33.
Calculating elasticity 2.
The price of a latte goes down from $5 to $4. © Amy Whitaker - awhitaker@cca.edu % change in the quantity Elasticity = % change in the price 1/2 (30-20) / 20 5/2 = 2.5 = = Elasticity = 1/5 (5-4)/5
34.
Arc or Midpoint
Elasticity © Amy Whitaker - awhitaker@cca.edu Q1 – Q2 Elasticity = Q1 + Q2 2 P1 – P2 P1 + P2 2
35.
Calculating elasticity This
elasticity shows a change in either direction the same way. © Amy Whitaker - awhitaker@cca.edu Q1 – Q2 Elasticity = Q1 + Q2 2 P1 – P2 P1 + P2 2 (30-20) / (20 + 30)/2 10/25 0.4 / 0.22 = 1.81 = Elasticity = = 1 / 4.5 (5-4)/(5 +4)/2
36.
Example: Pasta Bar
Italia restaurant is famous in Boise for its spaghetti dinner. Maria, the chef, may be the only purveyor of fifth generation Tuscan recipes in the state of Idaho. Maria prices the dish at $12, and 100 people order it each night. Every Tuesday, she hosts ‘student night’ and the dish is $8. On Tuesdays, 200 people order it. What is the price elasticity of demand for Maria’s spaghetti? © Amy Whitaker - awhitaker@cca.edu