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Sample Ch04

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AFTER READING THIS CHAPTER, YOU SHOULD BE ABLE TO: 1 Discuss price elasticity of demand and how it can be applied. 2 Explain the usefulness of the total revenue test for price elasticity of demand. 3 Describe price elasticity of supply and how it can be applied. 4 Apply cross elasticity of demand and income elasticity of demand.

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Elasticity
In this chapter we extend Chapter 3’s discussion of demand and supply by explaining elasticity, an extremely important concept that helps us answer such questions as: Why do buyers of some products (for example, ocean cruises) respond to price increases by substantially reducing their purchases while buyers of other products (say, gasoline) respond by only slightly cutting back their purchases? Why do higher market prices for some products (for example, chicken) cause producers to greatly increase their output while price rises for other products (say, gold) cause only limited increases in output? Why does the demand for some products (for example, books) rise a great deal when household income increases while the demand for other products (say, milk) rises just a little? Elasticity extends our understanding of markets by letting us know the degree to which changes in prices and incomes affect supply and demand. Sometimes the responses are substantial, other times minimal or even nonexistent. But by knowing what to expect, businesses and the government can do a better job in deciding what to produce, how much to charge, and, surprisingly, what items to tax.
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PART TWO Price, Quantity, and Efficiency

Price Elasticity of Demand
The law of demand tells us that, other things equal, consumers will buy more of a product when its price declines and less when its price increases. But how much more or less will they buy? The amount varies from product to product and over different price ranges for the same product.

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