ECO 171. 2. Introduction. Most firms sell more than one productProducts are differentiated in different wayshorizontallygoods of similar quality targeted at consumers of different typeshow is variety determined?is there too much variety. ECO 171. 3. Horizontal product differentiation. Suppose t
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1. 1 Product Variety under Monopoly
2. ECO 171 2 Introduction Most firms sell more than one product
Products are differentiated in different ways
goods of similar quality targeted at consumers of different types
how is variety determined?
is there too much variety
3. ECO 171 3 Horizontal product differentiation Suppose that consumers differ in their tastes
firm has to decide how best to serve different types of consumer
offer products with different characteristics but similar qualities
This is horizontal product differentiation
firm designs products that appeal to different types of consumer
products are of (roughly) similar quality
how many products?
of what type?
how do we model this problem?
4. ECO 171 4 A spatial approach to product variety The spatial model (Hotelling) is useful to consider
Has a much richer application as a model of product differentiation
“location” can be thought of in
time (departure times of planes, buses, trains)
product characteristics (design and variety)
consumers prefer products that are “close” to their preferred types in space, or time or characteristics
5. ECO 171 5 An example of product variety