PPT accompaniment for Carolina K-12’s

Supply, Demand, and Market Equilibrium

Introduction to Demand
• In the United States, the forces of supply and demand work
together to set prices.
• Demand is the desire, willingness, and ability to buy a good or
service.
– Supply can refer to one individual consumer or to the total demand
of all consumers in the market (market demand).
• Based on that definition, which of the following do you have a
demand for?
Introduction to Demand
— A demand schedule is a table that lists the various
quantities of a product or service that someone is willing to
buy over a range of possible prices.

Price per Widget ($) Quantity Demanded of

Widget per day
$5 2
$4 4
$3 6
$2 8
$1 10
Introduction to Demand
— A demand schedule can be shown as points on a graph.

— The graph lists prices on the vertical axis and quantities

demanded on the horizontal axis.
— Each point on the graph shows how many units of the
product or service an individual will buy at a particular
price.
— The demand curve is the line that connects these points.
 Demand Curve for Widgets
$6

$5

$4
Price per Widget

$3
Demand Curve for Widgets

$2

$1

$0
0 2 4 6 8 10 12
Quantity Demanded of Widgets

What do you notice about the demand

curve?
How would you describe the slope of the
demand curve?
Do you think that price and quantity
demanded tend to have this relationship?
Introduction to Demand
— The demand curve slopes downward.

— This shows that people are normally willing to buy less of a

product at a high price and more at a low price.
— According to the law of demand, quantity demanded and
price move in opposite directions.

Demand Curve for Widgets

$6
$5
Price per Widget

$4
$3
$2 Demand Curve for Widgets
$1
$0
0 2 4 6 8 10 12
Quantity Demanded of Widgets
Introduction to Demand
• We buy products for their utility- the pleasure, usefulness, or
satisfaction they give us.
• What is your utility for the following products? (Measure your
utility by the maximum amount you would be willing to pay
for this product)

• Do we have the same utility for these goods?

Introduction to Demand
• One reason the demand curve slopes downward is due to
diminish marginal utility
– The principle of diminishing marginal utility says
that our additional satisfaction tends to go down as we
consume more and more units.
• To make a buying decision, we consider whether the
satisfaction we expect to gain is worth the money we must
give up.
 Changes in Demand
— Change in the quantity demanded due to a price change occurs
ALONG the demand curve

Demand Curve for Widgets •At $3 per Widget, the

Quantity demanded of
$6 widgets is 6.

•An increase in the Price of

Widgets from $3 to $4 will
$5 lead to a decrease in the
Quantity Demanded of
Widgets from 6 to 4.

$4
Price per Widget

$3
Demand Curve for Widgets

$2

$1

$0
0 2 4 6 8 10 12
Quantity Demanded of Widgets
 Changes in Demand
• Demand Curves can also shift in response to the following
factors:
– Buyers (# of): changes in the number of consumers
– Income: changes in consumers’ income
– Tastes: changes in preference or popularity of product/ service
– Expectations: changes in what consumers expect to happen in the
future
– Related goods: compliments and substitutes
• BITER: factors that shift the demand curve
 Changes in Demand
• Prices of related goods affect on demand
– Substitute goodsà a substitute is a product that can be used in the
place of another.
• The price of the substitute good and demand for the other good are directly
related
• For example, Coke Price Pepsi Demand
– Complementary goodsà a compliment is a good that goes well
with another good.
• When goods are complements, there is an inverse relationship between the
price of one and the demand for the other
• For example, Peanut Butter Price Jam Demand
 Changes in Demand
Demand
Increase
Curve
in Demand
for Widgets •Several factors will
change the demand for
$6$6 the good (shift the entire
demand curve)

•As an example, suppose

$5$5 consumer income
increases. The demand for
Widgets at all prices will
increase.

$4$4
Price per Widget
Price per Widget

$3$3
Orginal Demand Curve
Demand Curve for Widgets
New Demand Curve

$2$2

$1$1

$0$0
00 2 2 4 4 6 6 8 8 10 10 12 12 14
Quantity
QuantityDemanded
DemandedofofWidgets
Widets
 Changes in Demand
Demand
Decrease
Curve
in Demand
for Widgets •Demand will also
decrease due to changes
$6$6 in factors other than price.

•As an example, suppose

$5$5 Widgets become less
popular to own.

$4$4
Widget
perWidget

$3$3
Priceper

Original Demand Curve

Demand Curve for Widgets
Price

New Demand Curve

$2
$2

$1
$1

$0
$0 0 2 4 6 8 10 12
0 2 4 6 8 10 12
Quantity Demanded of Widgets
Quantity Demanded of Widgets
Changes in Demand
Changes in any of the factors other than price causes the
demand curve to shift either:

— Decrease in Demand shifts to the Left (Less demanded at

each price)
OR
— Increase in Demand shifts to the Right (More demanded at
each price)
Demand Practice Answers
1. The income of Tar Heelians declines after a
hurricane hits Tar Heelia.
Price

D1 D

Quantity
2. Tar Heelia is named on of the most beautiful
islands in the world and tourism to the island
doubles.
Price

D1
D

Quantity
3. The price of kick balls decreases. (Kick balls are
a substitute good for basketballs)
Price

D1 D

Quantity
4. The price of basketball t-shirts decreases, which I
assume all of you know are a complementary good.
Price

D1
D

Quantity
5. The basketball manufactures decide to add a money
back guarantee on their product, which increases the
popularity for them.
Price

D1

Quantity
6. Many Tar Heelians begin to believe that they
may lose their jobs in the near future. (Think
expectations!)
Price

D1 D

Quantity
7. Come up with your own story about basketballs and the
Tar Heelians. Write down the story, draw the change in
demand based on the story, and explain why demand
changed.
Price

Quantity
Introduction to Supply
• Supply refers to the various quantities of a good or
service that producers are willing to sell at all possible
market prices.

• Supply can refer to the output of one producer or to

the total output of all producers in the market
(market supply).
Introduction to Supply
— A supply schedule is a table that shows the quantities
producers are willing to supply at various prices

Price per Widget ($) Quantity Supplied of Widget

per day
$5 10
$4 8
$3 6
$2 4
$1 2
Introduction to Supply
— A supply schedule can be shown as points on a graph.

— The graph lists prices on the vertical axis and quantities

supplied on the horizontal axis.
— Each point on the graph shows how many units of the
product or service a producer (or group of producers)
would willing sell at a particular price.
— The supply curve is the line that connects these points.
 Supply Curve for Widgets
$6

$5

$4
Price per Widget

$3
Supply Curve

$2

$1

$0
0 2 4 6 8 10 12
Quantity Supplied of Widgets

What do you notice about the supply curve?

How would you describe the slope of the supply

curve?
Do you think that price and quantity supplied
tend to have this relationship?
Introduction to Supply
• As the price for a good rises, the quantity supplied rises and
the quantity demanded falls. As the price falls, the quantity
supplied falls and the quantity demanded rises.
• The law of supply holds that producers will normally offer
more for sale at higher prices and less at lower prices.

Supply Curve for Widgets

$6
$5
Price per Widget

$4
$3
$2 Supply Curve

$1
$0
0 2 4 6 8 10 12
Quantity Supplied of Widgets
 Introduction to Supply
— The reason the supply curve slopes upward is due to costs and
profit.
— Producers purchase resources and use them to produce output.
— Producers will incur costs as they bid resources away from their
alternative uses.
Introduction to Supply
— Businesses provide goods and services hoping to make a
profit.
— Profit is the money a business has left over after it
covers its costs.
— Businesses try to sell at prices high enough to cover
their costs with some profit left over.
— The higher the price for a good, the more profit a
business will make after paying the cost for resources.
Changes in Supply
•Change in the quantity supplied due to a price change
occurs ALONG the supply curve
•At $3 per Widget, the
Supply Curve for Widgets Quantity supplied of
widgets is 6.
$6
•If the price of Widgets fell
to $2, then the Quantity
Supplied would fall to 4
Widgets.
$5

$4
Price per Widget

$3
Supply Curve

$2

$1

$0
0 2 4 6 8 10 12
Quantity Supplied of Widgets
Changes in Supply
• Supply Curves can also shift in response to the following factors:
– Subsidies and taxes: government subsides encourage production,
while taxes discourage production
– Technology: improvements in production increase ability of firms
to supply
– Other goods: businesses consider the price of goods they could be
producing
– Number of sellers: how many firms are in the market
– Expectations: businesses consider future prices and economic
conditions
– Resource costs: cost to purchase factors of production will
influence business decisions
• STONER: factors that shift the supply curve
 Changes in Supply
•Several factors will
Supply
Increase
Curveinfor
Supply
Widgets change the demand for
the good (shift the entire
$6 demand curve)

•As an example, suppose

that there is an
$5 improvement in the
technology used to
produce widgets.

$4
Price per Widget

$3
Original Supply Curve
Supply Curve
New Supply Curve

$2

$1

$0
0 2 2 4 4 6 6 8 810 12 10 14 12
Quantities
QuantitySupplied
Supplied
of Widgets
of Widgets
 Changes in Supply
•Supply can also decrease
Supply
Decrease in Curve
Supplyfor Widgets due to factors other than
a change in price.
$6

•As an example, suppose

that a large number of
$5 Widget producers go out
of business, decreasing
the number of suppliers.

$4
Price per Widget

$3
Original Supply Curve
Supply Curve
New Supply Curve

$2

$1

$0
0 22 4 4 6 6 8 8 10 10 12 12
Quantity
Quantity
Supplied
Supplied
of Widgets
of Widgets
Changes in Supply
Changes in any of the factors other than price causes the
supply curve to shift either:

— Decrease in Supply shifts to the Left (Less supplied at each

price)
OR
— Increase in Supply shifts to the Right (More supplied at each
price)
Supply Practice Answers
 Cost to Produce Amount of Supply Supply Curve Shifts

Cost of Resources Falls

Cost of Resources
Rises

Productivity Decreases

Productivity Increases

New Technology

Higher Taxes

Lower Taxes

Government Pays
Subsidy
1. The government of Tar Heelia adds a
subsidy to basketball production.
Price

S
S1

Quantity
2. Basketball producers also produce kick balls.
The price of kick balls goes up.

S1
Price

Quantity
3. The government of Tar Heelia adds a new
tax to basketball production.

S1
Price

Quantity
4. Basketball producers expect an increase in the
popularity of basketballs worldwide.
Price

S
S1

Quantity
5. The price of rubber, a major input in basketball
production, increases.

S1
Price

Quantity
6. Tar Heelian workers are introduced to coffee as Tar
Heelia becomes integrated into the world market and
their productivity increases drastically.
Price

S
S1

Quantity
7. Come up with your own story about basketballs and the
Tar Heelians. Write down the story, draw the change in
supply based on the story, and explain why supply
changed.
Price

Quantity
Supply and Demand at Work
— Markets bring buyers and sellers together.
— The forces of supply and demand work together in
markets to establish prices.
— In our economy, prices form the basis of economic
decisions.
Supply and Demand at Work
— Supply and Demand Schedule can be combined into one
chart.

Price per Widget ($) Quantity Demanded Quantity Supplied

of Widget per day of Widget per day

$5 2 10

$4 4 8

$3 6 6

$2 8 4

$1 10 2
 Supply and Demand at Work
Supply and Demand for Widgets
$6

$5

$4
Price per Widget

$3
Demand Curve
Supply Curve

$2

$1

$0
0 2 4 6 8 10 12
Quantity of Widgets
Supply and Demand at Work
• A surplus is the amount by which the quantity
supplied is higher than the quantity demanded.
– A surplus signals that the price is too high.
– At that price, consumers will not buy all of the product
that suppliers are willing to supply.
– In a competitive market, a surplus will not last. Sellers
will lower their price to sell their goods.
 Supply and Demand at Work •Suppose that the price in
the Widget market is $4.
Supply and Demand for Widgets
•At $4, Quantity
$6 demanded will be 4

Surplus
Widgets

•At $4, Quantity supplied

will be 8 Widgets.
$5
•At $4, there will be a
surplus of 4 Widgets.

$4
Price per Widget

$3
Demand Curve
Supply Curve

$2

$1

$0
0 2 4 6 8 10 12
Quantity of Widgets
Supply and Demand at Work
— A shortage is the amount by which the quantity
demanded is higher than the quantity supplied

— A shortage signals that the price is too low.

— At that price, suppliers will not supply all of the product
that consumers are willing to buy.
— In a competitive market, a shortage will not last. Sellers
will raise their price.
 Supply and Demand at Work •Suppose that the price in
the Widget market is $2.
Supply and Demand for Widgets •At $2, Quantity supplied
$6 will be 4 Widgets

•At $2, Quantity

demanded will be 8
$5 Widgets.

•At $2, there will be a

shortage of 4 Widgets.

$4
Price per Widget

$3
Demand Curve
Supply Curve

$2

$1
Shortage
$0
0 2 4 6 8 10 12
Supply and Demand at Work
• When operating without restriction, our market
economy eliminates shortages and surpluses.
– Over time, a surplus forces the price down and a shortage forces
the price up until supply and demand are balanced.
– The point where they achieve balance is the equilibrium price.
At this price, neither a surplus nor a shortage exists.
• Once the market price reaches equilibrium, it tends to stay
there until either supply or demand changes.
– When that happens, a temporary surplus or shortage occurs until
the price adjusts to reach a new equilibrium price.
 Supply and Demand at Work •Suppose that the price in
the Widget market is $3.
Supply and Demand for Widgets
$6 •At $3, Quantity supplied
will be 6 Widgets

•At $3, Quantity

demanded will be 6
$5 Widgets.

•At $3, there will be

neither a surplus or a
$4 shortage.
Price per Widget

$3
Demand Curve
Supply Curve

$2

$1

$0
0 2 4 6 8 10 12
Quantity of Widgets
Supply and Demand Practice
Answers
 Supply and Demand for basketballs
$12

Surplus
$10

$8
Price per basketball

$6
Demand
Supply

$4

$2

$0
0 2 4 6 8 10 12
Quantity of basketballs
 Supply and Demand for basketballs
$12

$10

$8
Price per basketball

$6
Demand
Supply

$4

$2

Shortage
$0
0 2 4 6 8 10 12
Quantity of basketballs
 Supply and Demand for basketballs
$12

Market Equilibrium
$10

$8
Price per basketball

$6
Demand
Supply

$4

$2 6

$0
0 2 4 6 8 10 12
Quantity of basketballs
 Supply and Demand for basketballs
$12

$10

$8
Price per basketball

$6 Original Demand
Supply
New Demand

$4

$2

$0
0 2 4 6 8 10 12 14 16
Quantity of basketballs
1. The income of the Chapel Hill townies
declines after an early loss during March
Madness.
Price

P1

P2

D1
Q2 Q1
Quantity
2. Chapel Hill is named one of the most
beautiful towns in North Carolina and
tourism doubles
Price

S
P2

P1 D1

Q1 Q2 Quantity
3. The price of blue ties decreases. (Blue
ties are a substitute good for purple ties)
Price

P1

P2

D1 D

Q2 Q1 Quantity
4. The Federal government has been warning the
public about the possibility of a recession and job
loss in the RDU area. (Think expectations!)
Price

P1

P2

D
D1

Q2 Q1 Quantity
5. The price of purple striped shirts decreases (Purple
striped shirts are a complement to purple ties)
Price

P2

P1

D1

Q1 Q2 Quantity
6. The price of silk increases (ties are made
with silk).

S1
Price

P2
P1

Q2 Q1
Quantity
7. The government adds a subsidy to tie
production.
Price

S
S1

P1

P2

Q1 Q2 Quantity
8. After the release of Alan Greenspan’s first jazz
flute album, purple tie producers are expecting a
huge increase in demand and thus an increase in
the price.
Price

S
S1

P1

P2

Q1 Q2 Quantity
9. Congress enacts new tax on the production of
purple ties.
S1
Price

S
P2

P1

Q2 Q1 Quantity
10. As the popularity of purple ties sweeps the
greater Orange County area, new producers
enter the purple tie market.
Price

S
S1

P1

P2

Q1 Q2 Quantity
11. Purple ties are named by GQ magazine as a “must
have” for all young professionals. At the same time, a
new textile machine decreases the cost of producing
purple ties.
Price

S S1

P1

D1

Q1 Q2 Quantity
12. The price of pink ties (a related good that most purple tie producers also
produce) rises as spring approaches. Tie consumers in Chapel Hill begin to
expect purple ties to be put on sale since spring is coming, so they put off
purchasing.

S1
Price

P1

D
D1

Q2 Q1 Quantity