Index
Introduction - 1
Defining A Market - 2
The Importance Of Competition - 3
The Result Of Competition - 4
Intervening In Markets - 5
The Allocative Role - 6
The Distributive Role - 7
The Regulative Role - 8
The Regulative Role (continued) - 9
The Role Of Government - 10
The Role of Government (continued) - 11
The Stabilizing Role - 12
Vertical and Horizontal Integration Defined - 13
Defining Market Structure - 14
How A Firm Can Grow - 15
Mergers and Takeovers - 16
Vertical And Horizonal Integration (Diagram) - 17
Why markets Vary in Structure - 18
Product Differentiation - 19
Product Differentiation (continued) - 20
Free Range ''Googs''- 21
Product Differentiation (continued) - 22
Non Price Competition - 23
Non Price Competition (continued) - 24
Defining The Types Of Market Structures - 25
Perfect Competition - 26
Perfect Competition (continued) - 27
The Market For Oranges - 28
The Market For Oranges (continued) - 29
Bitter Oranges - 30
Summary: Perfect Competition - 31
Monopolistic Competition - 32
True Blue Oranges - 33
Monopolistic Competition (continued) - 34
Oligopoly - 35
Oligopoly (continued) - 36
Oligopoly (continued) - 37
Kinked Demand Curves - 38
OPEC - 39
OPEC (continued) - 40
Monopoly - 41
Microsoft - 42
Why Monopolies Are Inefficient - 43
Revision Questions On Market Forms - 44

Non Price Competition - 23
Markets can also be distinguished from one another by the level of non price competition that exists within them.

If your product is, in reality, not much different from that offered by your competitors, how can you increase your sales? As the saying goes, ''It pays to advertise''. How do you remember one competing good from another? Each producer has probably spent a large amount of money on a brand name and a trade mark and on an ''image'' for their product. Most advertisements on television are less than thirty seconds long, yet in that time you may have heard a small musical theme. (Complete the following - "Ooh what a feeling!" ... hint, this company manufactures cars).

Many firms have ''slogans'' or ''catch phrases'' associated with their advertising, which, through constant repetition, is remembered for a long time. (Complete the following '' ... Always .... - da da da daa'' .. hint, this is a soft drink).

Many firms in the clothing industry print their brand names on their goods. You become a walking advertisement! Different manufacturers have carefully developed an ''image'' for their product: youth, rebellion, sport, counter culture, sophistication; the list is long. By wearing the clothes, you are declaring an aspect of your personality to others. It's a form of non-verbal communication, and it's very effective.