Managerial Economics in a
Global Economy, 5th Edition
by
Dominick Salvatore
Chapter 3
Demand Theory
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 1
Law of Demand
• There is an inverse relationship
between the price of a good and the
quantity of the good demanded per time
period.
• Substitution Effect
• Income Effect
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 2
Individual Consumer’s Demand
QdX = f(PX, I, PY, T)
QdX = quantity demanded of commodity X
by an individual per time period
PX = price per unit of commodity X
I = consumer’s income
PY = price of related (substitute or
complementary) commodity
T = tastes of the consumer
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 3
QdX = f(PX, I, PY, T)
QdX/PX < 0
QdX/I > 0 if a good is normal
QdX/I < 0 if a good is inferior
QdX/PY > 0 if X and Y are substitutes
QdX/PY < 0 if X and Y are complements
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 4
Market Demand Curve
• Horizontal summation of demand
curves of individual consumers
• Bandwagon Effect
• Snob Effect
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 5
Horizontal Summation: From
Individual to Market Demand
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 6
Market Demand Function
QDX = f(PX, N, I, PY, T)
QDX = quantity demanded of commodity X
PX = price per unit of commodity X
N = number of consumers on the market
I = consumer income
PY = price of related (substitute or
complementary) commodity
T = consumer tastes
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 7
Demand Faced by a Firm
• Market Structure
– Monopoly
– Oligopoly
– Monopolistic Competition
– Perfect Competition
• Type of Good
– Durable Goods
– Nondurable Goods
– Producers’ Goods - Derived Demand
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 8
Linear Demand Function
QX = a0 + a1PX + a2N + a3I + a4PY + a5T
PX
Intercept:
a0 + a2N + a3I + a4PY + a5T
Slope:
QX/PX = a1
QX
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 9
Price Elasticity of Demand
Point Definition
Q / Q Q P
EP 


P / P P Q
Linear Function
P
EP  a1 
Q
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 10
Price Elasticity of Demand
Arc Definition
Prepared by Robert F. Brooker, Ph.D.
Q2  Q1 P2  P1
EP 

P2  P1 Q2  Q1
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 11
Marginal Revenue and Price
Elasticity of Demand

1 
MR  P 1 

 EP 
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 12
Marginal Revenue and Price
Elasticity of Demand
PX
EP  1
EP  1
EP  1
QX
MRX
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 13
Marginal Revenue, Total
Revenue, and Price Elasticity
TR MR>0
EP  1
EP  1 MR=0
Prepared by Robert F. Brooker, Ph.D.
MR<0
EP  1
QX
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 14
Determinants of Price
Elasticity of Demand
Demand for a commodity will be more
elastic if:
• It has many close substitutes
• It is narrowly defined
• More time is available to adjust to a
price change
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 15
Determinants of Price
Elasticity of Demand
Demand for a commodity will be less
elastic if:
• It has few substitutes
• It is broadly defined
• Less time is available to adjust to a
price change
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 16
Income Elasticity of Demand
Point Definition
Q / Q Q I
EI 


I / I
I Q
Linear Function
I
EI  a3 
Q
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 17
Income Elasticity of Demand
Arc Definition
Q2  Q1 I 2  I1
EI 

I 2  I1 Q2  Q1
Normal Good
Inferior Good
EI  0
EI  0
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 18
Cross-Price Elasticity of Demand
Point Definition
Linear Function
Prepared by Robert F. Brooker, Ph.D.
E XY
QX / QX QX PY



PY / PY
PY QX
E XY
PY
 a4 
QX
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 19
Cross-Price Elasticity of Demand
Arc Definition
Substitutes
EXY  0
Prepared by Robert F. Brooker, Ph.D.
E XY
QX 2  QX 1 PY 2  PY 1


PY 2  PY 1 QX 2  QX 1
Complements
EXY  0
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 20
Other Factors Related to
Demand Theory
• International Convergence of Tastes
– Globalization of Markets
– Influence of International Preferences on
Market Demand
• Growth of Electronic Commerce
– Cost of Sales
– Supply Chains and Logistics
– Customer Relationship Management
Prepared by Robert F. Brooker, Ph.D.
Copyright ©2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 21