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microeconomics
C O L A N D E R
11e
Preface vii
c ontext. The modern textbook template moved away from and Sense Collective, a group with whom I’ve worked to
that, and in previous editions, I have tried to return the coordinate their readers (www.dollarsandsense.org/
principles of economics toward that broader template, bookstore.html) with this text. I also often integrate Aus-
presenting models in a historical and institutional context. trian ideas into my class; I find that The Free Market
This edition continues that emphasis on institutions and (www.mises.org) is a provocative resource.
history. Modern work in game theory and strategic deci- I often pair an article in The Free Market with one in
sion making is making it clear that the implications of Dollars and Sense in my assignments to students for sup-
economic reasoning depend on the institutional setting. plementary reading. Having students read both Radical
To understand economics requires an understanding of and Austrian views, and then integrate those views into
existing institutions and the historical development of more middle-of-the-road views is, for me, a perfect way
those institutions. In a principles course we don’t have to teach the principles course. (If I have a lot of radicals
time to present much about history and institutions, and libertarians in the class, I assign them articles that
but that does not preclude us from letting students know advocate more middle-of-the-road views.)
that these issues are important. And that’s what I try to do.
When I say that institutions and history are important, Integrating Nuance into the
I am talking especially about economic policy. This text
and the accompanying supplements are not designed for
Learning Platform
future economics majors. Most principles students aren’t Changes in technology are changing the medium through
going to go on in economics. I write for students who will which ideas are conveyed and the way students learn. Stu-
probably take only one or two economics courses in their dents today don’t know a time without the Internet and
lifetime. These students are interested in policy, and what social media, which provide them with access to a broad
I try to present to them is modern economic reasoning range of digital resources and instant feedback. Technol-
relevant to policy questions. ogy has changed the way they learn, and if we are to reach
Because I think policy is so important in explaining them, we have to present material in ways that fit their
how to apply economic reasoning, I utilize a distinction learning style. They want to be able to access their
made by J. N. Keynes (John Maynard Keynes’ father) and courses anywhere, anytime—at a coffee shop in the after-
Classical economists generally. That distinction is be- noon, in their dorm room late at night, or at lunch hour at
tween theorems—the deductive conclusions of models— work. They still want material that speaks to them, but it
and precepts—the considered judgments of economists has to speak to them in their language at the time they
about the policy implications of the models. I make it want to listen. Modern learning is blended learning in
clear to students that models do not tell us what to do which online presentations, review, testing of material,
about policy—they give us theorems. Only when we and feedback are seamlessly blended with the narrative of
combine the models’ results with our understanding of the text. This revision is designed to improve what the
institutions, our understanding of the social context, and publisher calls the learning platform in both the content
our understanding of the normative goals we want to presented and in the delivery of that content.
achieve, can we arrive at policy conclusions embodied in I think of this book as consisting of both the text and
precepts. the delivery system for the text. For the book to succeed,
the online delivery system has to deliver the material to
Openness to Various Views students in a manner that they can access both online and
While I present modern economics, I present it in such a in the physical book. The new reality of accessing books
way that is open to many different points of view. I don’t online has driven important changes in the last edition,
present the material as “the truth” but simply as the con- and in this edition. Specifically, while the content and
ventional wisdom. Learning conventional wisdom is a pedagogical approach described above remain largely the
useful hurdle for all students to jump over. To encourage same, the delivery is different.
students to question conventional wisdom, at the end of In the last two editions the learning platform was re-
each chapter I include a set of questions—Questions from fined, and all of the content, including end-of-chapter
Alternative Perspectives—written by economists from a questions, was made to line up directly with learning
variety of different perspectives. These include Post- objectives. These learning objectives serve as the organi-
Keynesian, Feminist, Austrian, Radical, Institutionalist, zational structure for the material. The learning objectives
and Religious perspectives. Each is described further in themselves were broken down into further learning objec-
the “Distinguishing Features” section that follows the tives associated with concepts that are presented in bite-
preface. The Radical questions come from the Dollars sized portions of the text as part of the SmartBook offer.
viii Preface
This now allows students the opportunity to master con- n uance its own general learning objective—a learning
cepts that support the larger picture no matter how they objective that relates to the entire book. So in addition to
access it in the Colander learning platform. Within the learning objectives specific to individual chapters,
McGraw-Hill’s Connect and SmartBook platforms, stu- there is a general learning objective that is relevant to all
dents can learn the core building blocks online with in- chapters. The general learning objective—the mortar
stant feedback; instructors can assess student learning data that holds the building blocks together—is: Know that to
and know what their students understand, and what they relate models to the real world, you need to use a nuanced
don’t. With that information, they can devote class time to approach.
those issues with which students are having problems. For professors who want to include this learning ob-
In the previous two editions, the end-of-chapter ma- jective in their course, I have written a prologue to the
terial was also restructured for online delivery: All of student found on pages P-1 to P-5, just before Chapter 1.
the standard questions and problems were made auto- In it I discuss the need for context and nuance in applying
gradable and integrated with the online experience. the models, and introduce students to two methodological
Such integration allows students to move seamlessly tools that philosophers use to move from models to policy
between homework problems and portions of the narra- positions. This prologue, what you might think of as
tive to get the information they need, when they need it. Chapter 0, serves as the mortar and blueprint to guide stu-
This is a significant advance in pedagogy. Now, even dents in thinking critically about the models and their
professors in large lecture classes can assign questions application. This short prologue, which can be assigned
and exercises at the end of chapters and provide feed- along with Chapter 1, presents a general discussion of the
back to students at the point of need. problem of context and nuance and introduces the general
While the new learning platforms made the teaching learning objective.
of the building blocks easier, they presented a challenge Students are reminded of this general learning objec-
for my approach that emphasized the nuance of interpre- tive throughout the book in chapter discussions of nu-
tation as a key element of what students were to learn. anced issues, which are highlighted in SmartBook and
That discussion of nuance was scattered throughout the probes that focus on nuance. I also provide professors
text; it wasn’t a building block to be learned in one place. with some guidance and suggestions on how to integrate
Rather it was mortar to be learned over the course of the a discussion of values and ethics into the course, along
entire semester. This learning goal did not come through with a list of Connect questions and material in SmartBook
in the learning platform as strongly as it did in the text it- that deal with integrating values into the analysis. These
self. While the modular learning platform worked well in are to be found in the Instructor’s website for the book. For
teaching a building block approach to models, it didn’t those who want to emphasize critical thought and nuance
work so well helping students understand the context of in the course, it is much easier to do so than before.
the models. It provided the building blocks but not the
mortar. So the previous versions of my online learning
platforms emphasized models a bit more than I would Specific Content Changes
have liked and context a bit less.
The nuance material was still there, but it was not in-
to This Edition
tegrated into the learning platform as much as I thought it Any new edition provides the possibility to update dis-
should be. In previous editions, I did what I could to ac- cussions and I have done so throughout the book, both in
count for that. Specifically I added aspects of the book updating references to events, and in examples. On a
that allowed professors who wanted to emphasize nuance mundane level I changed examples and products being
to do so. These included two sets of end-of-chapter ques- discussed. For example, there was an earlier discussion of
tions, Issues to Ponder and Questions from Alternative the supply and demand for CDs, which at one point in the
Perspectives, which have no “correct” answer, but instead past seemed reasonable. CDs have gone the way of buggy
are designed to get the students to think. In a learning whips, and so the discussion was changed to chocolate,
environment that blends both online and in-person expe- which has a longer shelf life—there will always be
riences, these are the questions that can form the basis for demand for 80 percent dark chocolate, at least from me.
rich classroom discussions that engage the students with I also reviewed all the boxes, eliminating or updat-
broad issues as much as the online material engages them ing those that were outdated, replacing them with new
with the building blocks. boxes that capture some of the new ideas being dis-
In this edition I go a step further in integrating nuance cussed. For example, in Chapter 3 I added a box on
into the course. Specifically, I have essentially made polycentric g overnment and the ideas of economist
Preface ix
Seminole State University; and Kenneth Woodward, by providing research, critiquing expositions and often
Saddleback College. They all did an outstanding job. improving them, and being a good friend. She has an
I’d also like to thank the economists who wrote the amazing set of skills, and I thank her for using them
alternative perspective questions. These include Ann to improve the book. The second is Christina Kouvelis,
Mari May of the University of Nebraska–Lincoln, John senior product developer, who came into this project and
Miller of Wheaton College, Dan Underwood of P eninsula with her hard work, dedication, and superb ability made it
College, Ric Holt of Southern Oregon University, and possible to get the book done on time. She and Jenifer are
Bridget Butkevich of George Mason University. I en- two amazing women.
joyed working with each of them, and while their views Next, I want to thank the entire McGraw-Hill team,
often differed substantially, they were all united in want- including Terri Schiesl, managing director; Anke Weekes,
ing questions that showed economics as a pluralist field director; Christine Vaughan, lead content project man-
that encourages students to question the text from all ager; Bruce Gin, senior assessment project manager; Egzon
perspectives. Shaqiri, designer; Bobby Pearson, marketing manager; Julia
I have hired numerous students to check aspects of the Blankenship, marketing specialist; and Doug Ruby, director
book, to read over my questions and answers to questions, of digital content. All of them have done a superb job, for
and to help proofread. For this edition, these include Reid which I thank them sincerely.
Smith, Amelia Pollard and Zhewei Yang. I thank them all. Finally, I want to thank Pat, my wife, and my sons,
A special thank-you for this edition goes to two peo- Kasey and Zach, for helping me keep my work in per-
ple. The first is Jenifer Gamber, whose role in the book spective, and for providing a loving environment in which
cannot be overestimated. She helped me clarify its vision to work.
Distinguishing
Features
Margin Comments Austrian Economists
Austrian economists believe in methodological individu-
Located throughout the text in the margin, these key take- alism, by which they mean that social goals are best met
aways underscore and summarize the importance of the through voluntary, mutually beneficial interactions. Lack
material, at the same time helping students focus on the of information and unsolvable incentive problems under-
most relevant topics critical to their understanding. mine the ability of government to plan, making the mar-
ket the best method for coordinating economic activity.
Margin Questions Austrian economists oppose state intrusion into private
property and private activities. They are not economists
These self-test questions are presented in the margin of from Austria; rather, they are economists from anywhere
the chapter to enable students to determine whether the who follow the ideas of Ludwig von Mises and Friedrich
preceding material has been understood and to reinforce Hayek, two economists who were from Austria.
understanding before students read further. Answers to Austrian economists are sometimes classified as con-
Margin Questions are found at the end of each chapter. servative, but they are more appropriately classified as
libertarians, who believe in liberty of individuals first and
Web Notes in other social goals second. Consistent with their views,
they are often willing to support what are sometimes con-
This feature extends the text discussion onto the web.
sidered radical ideas, such as legalizing addictive drugs
Web Notes are denoted within the margins, and are
or eliminating our current monetary system—ideas that
housed within Connect and featured in SmartBook.
most mainstream economists would oppose. Austrian
economists emphasize the uncertainty in the economy and
Nuance Prologue and Questions the inability of a government controlled by self-interested
Nuanced aspects of economics are presented throughout politicians to undertake socially beneficial policy.
the book, and in a Prologue for the Student. In SmartBook,
nuance questions have been added that directly relate to Institutionalist Economists
applying the models and the problems of integrating values Institutionalist economists argue that any economic analy-
into the analysis. A guide to these questions can be found sis must involve specific considerations of institutions. The
on the Instructor Resource website. lineage of Institutionalist economics begins with the pio-
neering work of Thorstein Veblen, John R. Commons, and
Issues to Ponder Wesley C. Mitchell. Veblen employed evolutionary analy-
sis to explore the role of institutions in directing and retard-
Each chapter ends with a set of Issues to Ponder questions ing the economic process. He saw human behavior driven
that are designed to encourage additional economic think- by cultural norms and conveyed the way in which they
ing and application. were with sardonic wit and penetrating insight, leaving us
with enduring metaphors such as the leisure class and con-
Questions from Alternative spicuous consumption. Commons argued that institutions
are social constructs that improve general welfare. Accord-
Perspectives ingly, he established cooperative investigative programs to
The end-of-chapter material includes a number of ques- support pragmatic changes in the legal structure of govern-
tions that ask students to assess economics from alterna- ment. Mitchell was a leader in developing economics as an
tive perspectives. Specifically, six different approaches empirical study; he was a keen observer of the business
are highlighted: Austrian, Post-Keynesian, Institutional- cycle and argued that theory must be informed by system-
ist, Radical, Feminist, and Religious. Below are brief atic attention to empirical data, or it was useless.
descriptions of each group. Contemporary Institutionalists employ the founders’
“trilogy”—empirically informed, evolutionary analysis,
xi
xii Preface
directed toward pragmatic alteration of institutions shap- economics to include women as practitioners and as
ing economic outcomes—in their policy approach. worthy of study and for the elimination of the masculine
bias in mainstream economics. Is there such a bias? To
Radical Economists see it, simply compare the relative number of women in
Radical economists believe substantial equality-preferring your economics class to the relative number of women at
institutional changes should be implemented in our your school. It is highly likely that your class has relatively
economic system. Radical economists evolved out of more men. Feminist economists want you to ask why that
Marxian economics. In their analysis, they focus on the is, and whether anything should be done about it.
lack of equity in our current economic system and on in-
stitutional changes that might bring about a more equita- Religious Economists
ble system. Specifically, they see the current economic Religion is the oldest and, arguably, the most influential
system as one in which a few people—capitalists and institution in the world—be it Christianity, Islam, Juda-
high-level managers—benefit enormously at the expense ism, Buddhism, Hinduism, or any of the many other reli-
of many people who struggle to make ends meet in jobs gions in the world. Modern science, of which economics
that are unfulfilling or who even go without work at is a part, emphasizes the rational elements of thought. It
times. They see the fundamental instability and irratio- attempts to separate faith and normative issues from ra-
nality of the capitalist system at the root of a wide array tional analysis in ways that some religiously oriented
of social ills that range from pervasive inequality to alien- economists find questionable. The line between a reli-
ation, racism, sexism, and imperialism. Radical econo- gious and nonreligious economist is not hard and fast; all
mists often use a class-oriented analysis to address these economists bring elements of their ethical considerations
issues and are much more willing to talk about social into their analysis. But those we call “religious econo-
conflict and tensions in our society than are mainstream mists” integrate the ethical and normative issues into eco-
economists. nomic analysis in more complex ways than the ways
A policy favored by many Radicals is the establish- presented in the text.
ment of worker cooperatives to replace the corporation. Religiously oriented economists have a diversity of
Radicals argue that such worker cooperatives would see views; some believe that their views can be integrated
that the income of the firm is more equitably allocated. reasonably well into standard economics, while others
Likewise, Radical economists endorse policies, such as see the need for the development of a distinctive faith-
universal health care insurance, that conform to the ethic based methodology that focuses on a particular group of
of “putting people before profits.” normative concerns centered on issues such as human
dignity and caring for the poor.
Feminist Economists
Feminist economics offers a substantive challenge to the Post-Keynesian Economists
content, scope, and methodology of mainstream econom- Post-Keynesian economists believe that uncertainty is a
ics. Feminist economists question the boundaries of what central issue in economics. They follow J. M. Keynes’ ap-
we consider economics to be and examine social arrange- proach more so than do mainstream economists in em-
ments surrounding provisioning. Feminist economists phasizing institutional imperfections in the economy and
have many different views, but all believe that in some the importance of fundamental uncertainty that rational-
way traditional economic analysis misses many important ity cannot deal with. They agree with Institutionalists that
issues pertaining to women. the study of economics must emphasize and incorporate
Feminist economists study issues such as how the in- the importance of social and political structure in deter-
stitutional structure tends to direct women into certain mining market outcomes.
types of jobs (generally low-paying jobs) and away from While their view about the importance of uncertainty
other types of jobs (generally high-paying jobs). They is similar to the Austrian view, their policy response to
draw our attention to the unpaid labor performed by that uncertainty is quite different. They do not see uncer-
women throughout the world and ask, “What would GDP tainty as eliminating much of government’s role in the
look like if women’s work were given a value and economy; instead, they see it leading to policies in which
included?” They argue for an expansion in the content of government takes a larger role in guiding the economy.
Supplements
McGraw-Hill has established a strong history of top-rate a ssessment. They are also included as extra assessment
supplements to accompany this text, and this eleventh content available within Connect.
edition strives to carry on the tradition of excellence. The
following ancillaries are available for quick download Assurance of Learning Ready
and convenient access via the Instructor Resource mate- Many educational institutions today are focused on the
rial available through McGraw-Hill Connect®. notion of assurance of learning, an important element of
Solutions Manual some accreditation standards. Microeconomics, 11/e is
designed specifically to support your assurance of learning
Prepared by Jenifer Gamber and me, this manual provides initiatives with a simple yet powerful solution.
answers to all end-of-chapter questions—the Questions Instructors can use Connect to easily query for
and Exercises, Questions from Alternative Perspectives, learning outcomes/objectives that directly relate to the
and Issues to Ponder. learning objectives of the course. You can then use the
Test Banks reporting features of Connect to aggregate student results
in similar fashion, making the collection and presentation
The test bank contains more than 5,600 quality multiple of assurance of learning data simple and easy.
choice and true-false questions for instructors to draw from
in their classrooms. Jenifer Gamber and I have worked AACSB Statement
diligently to make sure that the questions are clear and McGraw-Hill Global Education is a proud corporate
useful. Each question is categorized by learning objective, member of AACSB International. Understanding the im-
level of difficulty, economic concept, AACSB learning portance and value of AACSB accreditation, the author
categories, and Bloom’s Taxonomy objectives. Questions of Microeconomics, 11/e has sought to recognize the cur-
were reviewed by professors and students alike to ensure ricula guidelines detailed in the AACSB standards for
that each one was effective for classroom use. All of the test business accreditation by connecting questions in the test
bank content is available for assigning within Connect. bank and end-of-chapter material to the general knowl-
A computerized test bank is available via TestGen, a edge and skill guidelines found in the AACSB standards.
complete, state-of-the-art test generator and editing applica- It is important to note that the statements contained in
tion software that allows instructors to quickly and easily Microeconomics, 11/e are provided only as a guide for the
select test items. Instructors can then organize, edit, and cus- users of this text. The AACSB leaves content coverage and
tomize questions and answers to rapidly generate tests for assessment within the purview of individual schools, the
paper or online administration. With both quick-and-simple mission of the school, and the faculty. While Microeconomics,
test creation and flexible and robust editing tools, TestGen 11/e and the teaching package make no claim of any
is a complete test generator system for today’s educators. specific AACSB qualification or evaluation, we have
An essay-only test bank, organized by chapter, will be within Microeconomics, 11/e labeled selected questions
available via the Instructor Resource material available according to the general knowledge and skills areas.
within Connect.
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Problem Sets Support, call 800-331-5094 or visit www.mhhe.com/
Additional problem sets accompany each chapter, which support. One of our Technical Support Analysts will be
can be assigned to students either for practice or able to assist you in a timely fashion. xiii
Students—study more efficiently, retain more
and achieve better outcomes. Instructors—focus
on what you love—teaching.
For Instructors
You’re in the driver’s seat.
Want to build your own course? No problem. Prefer to use our turnkey,
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The Connect Calendar and Reports tools
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Life gets busy; Connect tools help you
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xvi
Contents
Trade and Comparative Advantage 32
PART I
Markets, Specialization, and Growth 33
The Benefits of Trade 34
INTRODUCTION:
Globalization and the Law of One Price 36
THINKING LIKE Globalization 36
AN ECONOMIST Exchange Rates and Comparative Advantage 38
The Law of One Price 38
Globalization and the Timing of Benefits of Trade 39
11 Economics and Economic Reasoning 4
Conclusion 39
What Economics Is 5
Summary, Key Terms, Questions and Exercises, Questions
Scarcity 5
from Alternative Perspectives, Issues to Ponder, Answers to
Microeconomics and Macroeconomics 6
Margin Questions 40–43
A Guide to Economic Reasoning 6
Appendix: Graphish: The Language of Graphs 44
Marginal Costs and Marginal Benefits 8
The Economic Decision Rule 8
Economics and Passion 8 3 Economic Institutions 53
Opportunity Cost 9
Economic Systems 54
Economic Forces, Social Forces, and Political Forces 11
How Markets Work 54
Economic and Market Forces 11
What’s Good about the Market? 55
Social and Political Forces 11
Capitalism and Socialism 55
Using Economic Insights 13
Economic Institutions in a Market Economy 58
The Invisible Hand Theorem 14
Business 59
Economic Theory and Stories 15
Households 61
Economic Institutions 15
The Roles of Government 62
Economic Policy Options 16
Government as an Actor 62
Objective Policy Analysis 17
Government as a Referee 64
Policy and Social and Political Forces 20
Specific Roles for Government 65
Conclusion 20 Market Failures and Government Failures 67
Summary, Key Terms, Questions and Exercises, Questions Global Institutions 68
from Alternative Perspectives, Issues to Ponder, Answers to Global Corporations 68
Margin Questions 21–24 Coordinating Global Issues 68
Conclusion 69
2 The Production Possibility Model, Trade, Summary, Key Terms, Questions and Exercises, Questions
and Globalization 25 from Alternative Perspectives, Issues to Ponder, Answers to
Margin Questions 69–72
The Production Possibility Model 26
Appendix: The History of Economic Systems 73
A Production Possibility Curve for an Individual 26
Increasing Opportunity Costs of the Trade-Off 27
Comparative Advantage 28 4 Supply and Demand 78
Efficiency 29
Demand 78
Distribution and Productive Efficiency 30
The Law of Demand 79
Examples of Shifts in the PPC 31
The Demand Curve 79
xvii
xviii Contents
Rent Seeking, Politics, and Elasticities 154 Economics, Politics, and Real-World Policies 8W-10
Inelastic Demand and Incentives to Restrict Supply 154 Interest Groups 8W-11
Inelastic Supplies and Incentives to Restrict Prices 157 International Issues 8W-12
The Long-Run/Short-Run Problem of Price Conclusion 8W-12
Controls 158
Summary, Key Terms, Questions and Exercises, Questions
Conclusion 160 from Alternative Perspectives, Issues to Ponder, Answers to
Summary, Key Terms, Questions and Exercises, Questions Margin Questions 8W-13–8W-16
from Alternative Perspectives, Issues to Ponder, Answers to
Margin Questions 160–164
Adjustment from the Short Run to the Long Run 284 Classifying Industries and Markets in Practice 327
An Increase in Demand 284 The North American Industry Classification
Long-Run Market Supply 285 System 328
An Example in the Real World 286 Empirical Measures of Industry Structure 329
Conclusion 287 Conglomerate Firms and Bigness 330
Oligopoly Models and Empirical Estimates
Summary, Key Terms, Questions and Exercises, Questions
of Market Structure 330
from Alternative Perspectives, Issues to Ponder, Answers to
Margin Questions 288–292 Antitrust Policy 331
Judgment by Performance or Structure? 331
The Role of Antitrust in Today’s Economy 333
14 Monopoly and Monopolistic
Conclusion 335
Competition 293
Summary, Key Terms, Questions and Exercises, Questions
The Key Difference between a Monopolist and a Perfect from Alternative Perspectives, Issues to Ponder, Answers to
Competitor 293 Margin Questions 336–339
A Model of Monopoly 294
Determining the Monopolist’s Price and Output
Numerically 294 16 Real-World Competition and
Determining Price and Output Graphically 295 Technology 340
Comparing Monopoly and Perfect Competition 297 Competition Is for Losers 341
An Example of Finding Output and Price 297
The Goals of Real-World Firms
Profits and Monopoly 298
and the Monitoring Problem 341
Welfare Loss from Monopoly 300 What Do Real-World Firms Maximize? 344
The Normal Monopolist 300 The Lazy Monopolist and X-Inefficiency 344
The Price-Discriminating Monopolist 301
The Fight between Competitive and Monopolistic
Barriers to Entry and Monopoly 302 Forces 346
Natural Ability 304 How Monopolistic Forces Affect Perfect Competition 347
Natural Monopolies 304 Economic Insights and Real-World Competition 347
Network and Platform Monopolies 306 How Competitive Forces Affect Monopoly 348
Monopolistic Competition 308 Competition: Natural and Platform Monopolies 349
Characteristics of Monopolistic Competition 308 How Firms Protect Their Monopolies 350
Advertising and Monopolistic Competition 309 Cost/Benefit Analysis of Creating and
Output, Price, and Profit of a Monopolistic Maintaining Monopolies 351
Competitor 311 Establishing Market Position 351
Comparing Monopoly, Monopolistic Competition,
Platform Monopolies and Technology 352
and Perfect Competition 312
Standards and Winner-Take-All Industries 352
Conclusion 313 Technological Lock-In 353
Summary, Key Terms, Questions and Exercises, Questions Conclusion 354
from Alternative Perspectives, Issues to Ponder, Answers to
Summary, Key Terms, Questions and Exercises, Questions
Margin Questions 314–319
from Alternative Perspectives, Issues to Ponder, Answers to
Appendix: The Algebra of Competitive and Monopolistic Margin Questions 354–358
Firms 319
It Isn’t Clear Government Knows Better 506 Putting Cost/Benefit Analysis in Perspective 518
Government Policy May Make the Situation Worse 506 The Problem of Other Things Changing 518
A Changing View of Economists: From Pro-market The Cost/Benefit Approach in Context 519
Advocates to Economic Engineers 507 Failure of Market Outcomes 519
Conclusion 507 Distribution 520
Summary, Key Terms, Questions and Exercises, Questions Consumer Sovereignty and Rationality Problems 521
from Alternative Perspectives, Issues to Ponder, Answers to Inalienable Rights 523
Margin Questions 508–510 Government Failure 524
Conclusion 525
23 Microeconomic Policy, Economic Summary, Key Terms, Questions and Exercises, Questions
from Alternative Perspectives, Issues to Ponder, Answers to
Reasoning, and Beyond 511 Margin Questions 527–530
Economists’ Differing Views about Social Policy 512
How Economists’ Value Judgments Creep into Policy
Proposals 512 Glossary G-1
The Need for a Worldview 514
Agreement among Economists about Social Policy 514
Economists’ Cost/Benefit Approach
to Government Regulation 515 Colloquial Glossary CG
The Value of Life 515
Comparing Costs and Benefits of Different
Dimensions 517 Index I-1
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Mr. Arnold Bennett, in a recent essay, advises young bachelors to
proceed with a certain caution in matters of the heart. They should,
he asserts, first decide whether or not they are ready for love; then,
whether it is better to marry earlier or later; thirdly, whether their
ambitions are such that a wife will prove a hindrance to their career.
These romantic preliminaries concluded, they may grab a girl and go
to it. Rollo Podmarsh would have made a tough audience for these
precepts. Since the days of Antony and Cleopatra probably no one
had ever got more swiftly off the mark. One may say that he was in
love before he had come within two yards of the girl. And each day
that passed found him more nearly up to his eyebrows in the tender
emotion.
He thought of Mary when he was changing his wet shoes; he
dreamed of her while putting flannel next his skin; he yearned for her
over the evening arrowroot. Why, the man was such a slave to his
devotion that he actually went to the length of purloining small
articles belonging to her. Two days after Mary’s arrival Rollo
Podmarsh was driving off the first tee with one of her handkerchiefs,
a powder-puff, and a dozen hairpins secreted in his left breast-
pocket. When dressing for dinner he used to take them out and look
at them, and at night he slept with them under his pillow. Heavens,
how he loved that girl!
One evening when they had gone out into the garden together to
look at the new moon—Rollo, by his mother’s advice, wearing a
woollen scarf to protect his throat—he endeavoured to bring the
conversation round to the important subject. Mary’s last remark had
been about earwigs. Considered as a cue, it lacked a subtle
something; but Rollo was not the man to be discouraged by that.
“Talking of earwigs, Miss Kent,” he said, in a low musical voice,
“have you ever been in love?”
Mary was silent for a moment before replying.
“Yes, once. When I was eleven. With a conjurer who came to
perform at my birthday-party. He took a rabbit and two eggs out of
my hair, and life seemed one grand sweet song.”
“Never since then?”
“Never.”
“Suppose—just for the sake of argument—suppose you ever did
love any one—er—what sort of a man would it be?”
“A hero,” said Mary, promptly.
“A hero?” said Rollo, somewhat taken aback. “What sort of hero?”
“Any sort. I could only love a really brave man—a man who had
done some wonderful heroic action.”
“Shall we go in?” said Rollo, hoarsely. “The air is a little chilly.”
We have now, therefore, arrived at a period in Rollo Podmarsh’s
career which might have inspired those lines of Henley’s about “the
night that covers me, black as the pit from pole to pole.” What with
one thing and another, he was in an almost Job-like condition of
despondency. I say “one thing and another,” for it was not only
hopeless love that weighed him down. In addition to being
hopelessly in love, he was greatly depressed about his golf.
On Rollo in his capacity of golfer I have so far not dwelt. You have
probably allowed yourself, in spite of the significant episode of the
pipe, to dismiss him as one of those placid, contented—shall I say
dilettante?—golfers who are so frequent in these degenerate days.
Such was not the case. Outwardly placid, Rollo was consumed
inwardly by an ever-burning fever of ambition. His aims were not
extravagant. He did not want to become amateur champion, nor
even to win a monthly medal; but he did, with his whole soul, desire
one of these days to go round the course in under a hundred. This
feat accomplished, it was his intention to set the seal on his golfing
career by playing a real money-match; and already he had selected
his opponent, a certain Colonel Bodger, a tottery performer of
advanced years who for the last decade had been a martyr to
lumbago.
But it began to look as if even the modest goal he had marked out
for himself were beyond his powers. Day after day he would step on
to the first tee, glowing with zeal and hope, only to crawl home in the
quiet evenfall with another hundred and twenty on his card. Little
wonder, then, that he began to lose his appetite and would moan
feebly at the sight of a poached egg.
With Mrs. Podmarsh sedulously watching over her son’s health,
you might have supposed that this inability on his part to teach the
foodstuffs to take a joke would have caused consternation in the
home. But it so happened that Rollo’s mother had recently been
reading a medical treatise in which an eminent physician stated that
we all eat too much nowadays, and that the secret of a happy life is
to lay off the carbohydrates to some extent. She was, therefore,
delighted to observe the young man’s moderation in the matter of
food, and frequently held him up as an example to be noted and
followed by little Lettice Willoughby, her grand-daughter, who was a
good and consistent trencherwoman, particularly rough on the
puddings. Little Lettice, I should mention, was the daughter of Rollo’s
sister Enid, who lived in the neighbourhood. Mrs. Willoughby had
been compelled to go away on a visit a few days before and had left
her child with Mrs. Podmarsh during her absence.
You can fool some of the people all the time, but Lettice
Willoughby was not of the type that is easily deceived. A nice, old-
fashioned child would no doubt have accepted without questioning
her grand-mother’s dictum that roly-poly pudding could not fail to
hand a devastating wallop to the blood-pressure, and that to take
two helpings of it was practically equivalent to walking right into the
family vault. A child with less decided opinions of her own would
have been impressed by the spectacle of her uncle refusing
sustenance, and would have received without demur the statement
that he did it because he felt that abstinence was good for his health.
Lettice was a modern child and knew better. She had had
experience of this loss of appetite and its significance. The first
symptom which had preceded the demise of poor old Ponto, who
had recently handed in his portfolio after holding office for ten years
as the Willoughby family dog, had been this same disinclination to
absorb nourishment. Besides, she was an observant child, and had
not failed to note the haggard misery in her uncle’s eyes. She
tackled him squarely on the subject one morning after breakfast.
Rollo had retired into the more distant parts of the garden, and was
leaning forward, when she found him, with his head buried in his
hands.
“Hallo, uncle,” said Lettice.
Rollo looked up wanly.
“Ah, child!” he said. He was fond of his niece.
“Aren’t you feeling well, uncle?”
“Far, far from well.”
“It’s old age, I expect,” said Lettice.
“I feel old,” admitted Rollo. “Old and battered. Ah, Lettice, laugh
and be gay while you can.”
“All right, uncle.”
“Make the most of your happy, careless, smiling, halcyon
childhood.”
“Right-o, uncle.”
“When you get to my age, dear, you will realise that it is a sad,
hopeless world. A world where, if you keep your head down, you
forget to let the club-head lead: where even if you do happen by a
miracle to keep ’em straight with your brassie, you blow up on the
green and foozle a six-inch putt.”
Lettice could not quite understand what Uncle Rollo was talking
about, but she gathered broadly that she had been correct in
supposing him to be in a bad state, and her warm, childish heart was
filled with pity for him. She walked thoughtfully away, and Rollo
resumed his reverie.
Into each life, as the poet says, some rain must fall. So much had
recently been falling into Rollo’s that, when Fortune at last sent along
a belated sunbeam, it exercised a cheering effect out of all
proportion to its size. By this I mean that when, some four days after
his conversation with Lettice, Mary Kent asked him to play golf with
her, he read into the invitation a significance which only a lover could
have seen in it. I will not go so far as to say that Rollo Podmarsh
looked on Mary Kent’s suggestion that they should have a round
together as actually tantamount to a revelation of undying love; but
he certainly regarded it as a most encouraging sign. It seemed to
him that things were beginning to move, that Rollo Preferred were on
a rising market. Gone was the gloom of the past days. He forgot
those sad, solitary wanderings of his in the bushes at the bottom of
the garden; he forgot that his mother had bought him a new set of
winter woollies which felt like horsehair; he forgot that for the last few
evenings his arrowroot had tasted rummy. His whole mind was
occupied with the astounding fact that she had voluntarily offered to
play golf with him, and he walked out on to the first tee filled with a
yeasty exhilaration which nearly caused him to burst into song.
“How shall we play?” asked Mary. “I am a twelve. What is your
handicap?”
Rollo was under the disadvantage of not actually possessing a
handicap. He had a sort of private system of book-keeping of his
own by which he took strokes over if they did not seem to him to be
up to sample, and allowed himself five-foot putts at discretion. So he
had never actually handed in the three cards necessary for
handicapping purposes.
“I don’t exactly know,” he said. “It’s my ambition to get round in
under a hundred, but I’ve never managed it yet.”
“Never?”
“Never! It’s strange, but something always seems to go wrong.”
“Perhaps you’ll manage it to-day,” said Mary, encouragingly, so
encouragingly that it was all that Rollo could do to refrain from
flinging himself at her feet and barking like a dog. “Well, I’ll start you
two holes up, and we’ll see how we get on. Shall I take the honour?”
She drove off one of those fair-to-medium balls which go with a
twelve handicap. Not a great length, but nice and straight.
“Splendid!” cried Rollo, devoutly.
“Oh, I don’t know,” said Mary. “I wouldn’t call it anything special.”
Titanic emotions were surging in Rollo’s bosom as he addressed
his ball. He had never felt like this before, especially on the first tee
—where as a rule he found himself overcome with a nervous
humility.
“Oh, Mary! Mary!” he breathed to himself as he swung.
You who squander your golden youth fooling about on a bowling-
green will not understand the magic of those three words. But if you
were a golfer, you would realise that in selecting just that invocation
to breathe to himself Rollo Podmarsh had hit, by sheer accident, on
the ideal method of achieving a fine drive. Let me explain. The first
two words, tensely breathed, are just sufficient to take a man with
the proper slowness to the top of his swing; the first syllable of the
second “Mary” exactly coincides with the striking of the ball; and that
final “ry!” takes care of the follow-through. The consequence was
that Rollo’s ball, instead of hopping down the hill like an
embarrassed duck, as was its usual practice, sang off the tee with a
scream like a shell, nodded in passing Mary’s ball, where it lay some
hundred and fifty yards down the course, and, carrying on from
there, came to rest within easy distance of the green. For the first
time in his golfing life Rollo Podmarsh had hit a nifty.
Mary followed the ball’s flight with astonished eyes.
“But this will never do!” she exclaimed. “I can’t possibly start you
two up if you’re going to do this sort of thing.”
Rollo blushed.
“I shouldn’t think it would happen again,” he said. “I’ve never done
a drive like that before.”
“But it must happen again,” said Mary, firmly. “This is evidently
your day. If you don’t get round in under a hundred to-day, I shall
never forgive you.”
Rollo shut his eyes, and his lips moved feverishly. He was
registering a vow that, come what might, he would not fail her. A
minute later he was holing out in three, one under bogey.
The second hole is the short lake-hole. Bogey is three, and Rollo
generally did it in four; for it was his custom not to count any balls he
might sink in the water, but to start afresh with one which happened
to get over, and then take three putts. But to-day something seemed
to tell him that he would not require the aid of this ingenious system.
As he took his mashie from the bag, he knew that his first shot would
soar successfully on to the green.
“Ah, Mary!” he breathed as he swung.
These subtleties are wasted on a worm, if you will pardon the
expression, like yourself, who, possibly owing to a defective
education, is content to spend life’s springtime rolling wooden balls
across a lawn; but I will explain that in altering and shortening his
soliloquy at this juncture Rollo had done the very thing any good pro.
would have recommended. If he had murmured, “Oh, Mary! Mary!”
as before he would have over-swung. “Ah, Mary!” was exactly right
for a half-swing with the mashie. His ball shot up in a beautiful arc,
and trickled to within six inches of the hole.
Mary was delighted. There was something about this big, diffident
man which had appealed from the first to everything in her that was
motherly.
“Marvellous!” she said. “You’ll get a two. Five for the first two
holes! Why, you simply must get round in under a hundred now.” She
swung, but too lightly; and her ball fell in the water. “I’ll give you this,”
she said, without the slightest chagrin, for this girl had a beautiful
nature. “Let’s get on to the third. Four up! Why, you’re wonderful!”
And not to weary you with too much detail, I will simply remark
that, stimulated by her gentle encouragement, Rollo Podmarsh
actually came off the ninth green with a medal score of forty-six for
the half-round. A ten on the seventh had spoiled his card to some
extent, and a nine on the eighth had not helped, but nevertheless
here he was in forty-six, with the easier half of the course before him.
He tingled all over—partly because he was wearing the new winter
woollies to which I have alluded previously, but principally owing to
triumph, elation, and love. He gazed at Mary as Dante might have
gazed at Beatrice on one of his particularly sentimental mornings.
Mary uttered an exclamation.
“Oh, I’ve just remembered,” she exclaimed. “I promised to write
last night to Jane Simpson and give her that new formula for knitting
jumpers. I think I’ll ’phone her now from the club-house and then it’ll
be off my mind. You go on to the tenth, and I’ll join you there.”
Rollo proceeded over the brow of the hill to the tenth tee, and was
filling in the time with practice-swings when he heard his name
spoken.
“Good gracious, Rollo! I couldn’t believe it was you at first.”
He turned to see his sister, Mrs. Willoughby, the mother of the
child Lettice.
“Hallo!” he said. “When did you get back?”
“Late last night. Why, it’s extraordinary!”
“Hope you had a good time. What’s extraordinary? Listen, Enid.
Do you know what I’ve done? Forty-six for the first nine! Forty-six!
And holing out every putt.”
“Oh, then that accounts for it.”
“Accounts for what?”
“Why, your looking so pleased with life. I got an idea from Letty,
when she wrote to me, that you were at death’s door. Your gloom
seems to have made a deep impression on the child. Her letter was
full of it.”
Rollo was moved.
“Dear little Letty! She is wonderfully sympathetic.”
“Well, I must be off now,” said Enid Willoughby. “I’m late. Oh,
talking of Letty. Don’t children say the funniest things! She wrote in
her letter that you were very old and wretched and that she was
going to put you out of your misery.”
“Ha ha ha!” laughed Rollo.
“We had to poison poor old Ponto the other day, you know, and
poor little Letty was inconsolable till we explained to her that it was
really the kindest thing to do, because he was so old and ill. But just
imagine her thinking of wanting to end your sufferings!”
“Ha ha!” laughed Rollo. “Ha ha h—”
His voice trailed off into a broken gurgle. Quite suddenly a sinister
thought had come to him.
The arrowroot had tasted rummy!
“Why, what on earth is the matter?” asked Mrs. Willoughby,
regarding his ashen face.
Rollo could find no words. He yammered speechlessly. Yes, for
several nights the arrowroot had tasted very rummy. Rummy! There
was no other adjective. Even as he plied the spoon he had said to
himself: “This arrowroot tastes rummy!” And—he uttered a sharp
yelp as he remembered—it had been little Lettice who had brought it
to him. He recollected being touched at the time by the kindly act.
“What is the matter, Rollo?” demanded Mrs. Willoughby, sharply.
“Don’t stand there looking like a dying duck.”
“I am a dying duck,” responded Rollo, hoarsely. “A dying man, I
mean. Enid, that infernal child has poisoned me!”
“Don’t be ridiculous! And kindly don’t speak of her like that!”
“I’m sorry. I shouldn’t blame her, I suppose. No doubt her motives
were good. But the fact remains.”
“Rollo, you’re too absurd.”
“But the arrowroot tasted rummy.”
“I never knew you could be such an idiot,” said his exasperated
sister with sisterly outspokenness. “I thought you would think it
quaint. I thought you would roar with laughter.”
“I did—till I remembered about the rumminess of the arrowroot.”
Mrs. Willoughby uttered an impatient exclamation and walked
away.
Rollo Podmarsh stood on the tenth tee, a volcano of mixed
emotions. Mechanically he pulled out his pipe and lit it. But he found
that he could not smoke. In this supreme crisis of his life tobacco
seemed to have lost its magic. He put the pipe back in his pocket
and gave himself up to his thoughts. Now terror gripped him; anon a
sort of gentle melancholy. It was so hard that he should be
compelled to leave the world just as he had begun to hit ’em right.
And then in the welter of his thoughts there came one of practical
value. To wit, that by hurrying to the doctor’s without delay he might
yet be saved. There might be antidotes.
He turned to go and there was Mary Kent standing beside him with
her bright, encouraging smile.
“I’m sorry I kept you so long,” she said. “It’s your honour. Fire
away, and remember that you’ve got to do this nine in fifty-three at
the outside.”
Rollo’s thoughts flitted wistfully to the snug surgery where Dr.
Brown was probably sitting at this moment surrounded by the finest
antidotes.
“Do you know, I think I ought to—”
“Of course you ought to,” said Mary. “If you did the first nine in
forty-six, you can’t possibly take fifty-three coming in.”
For one long moment Rollo continued to hesitate—a moment
during which the instinct of self-preservation seemed as if it must win
the day. All his life he had been brought up to be nervous about his
health, and panic gripped him. But there is a deeper, nobler instinct
than that of self-preservation—the instinctive desire of a golfer who
is at the top of his form to go on and beat his medal-score record.
And little by little this grand impulse began to dominate Rollo. If, he
felt, he went off now to take antidotes, the doctor might possibly save
his life; but reason told him that never again would he be likely to do
the first nine in forty-six. He would have to start all over afresh.
Rollo Podmarsh hesitated no longer. With a pale, set face he teed
up his ball and drove.
Jane Packard and William Bates (said the Oldest Member) were
not, you must understand, officially engaged. They had grown up
together from childhood, and there existed between them a sort of
understanding—the understanding being that, if ever William could
speed himself up enough to propose, Jane would accept him, and
they would settle down and live stodgily and happily ever after. For
William was not one of your rapid wooers. In his affair of the heart he
moved somewhat slowly and ponderously, like a motor-lorry, an
object which both in physique and temperament he greatly
resembled. He was an extraordinarily large, powerful, ox-like young
man, who required plenty of time to make up his mind about any
given problem. I have seen him in the club dining-room musing with
a thoughtful frown for fifteen minutes on end while endeavouring to
weigh the rival merits of a chump chop and a sirloin steak as a
luncheon dish. A placid, leisurely man, I might almost call him
lymphatic. I will call him lymphatic. He was lymphatic.
The first glimmering of an idea that Jane might possibly be a
suitable wife for him had come to William some three years before
this story opens. Having brooded on the matter tensely for six
months, he then sent her a bunch of roses. In the October of the
following year, nothing having occurred to alter his growing
conviction that she was an attractive girl, he presented her with a
two-pound box of assorted chocolates. And from then on his
progress, though not rapid, was continuous, and there seemed little
reason to doubt that, should nothing come about to weaken Jane’s
regard for him, another five years or so would see the matter settled.
And it did not appear likely that anything would weaken Jane’s
regard. They had much in common, for she was a calm, slow-moving
person, too. They had a mutual devotion to golf, and played together
every day; and the fact that their handicaps were practically level
formed a strong bond. Most divorces, as you know, spring from the
fact that the husband is too markedly superior to his wife at golf; this
leading him, when she starts criticising his relations, to say bitter and
unforgivable things about her mashie-shots. Nothing of this kind
could happen with William and Jane. They would build their life on a
solid foundation of sympathy and understanding. The years would
find them consoling and encouraging each other, happy married
lovers. If, that is to say, William ever got round to proposing.
It was not until the fourth year of this romance that I detected the
first sign of any alteration in the schedule. I had happened to call on
the Packards one afternoon and found them all out except Jane. She
gave me tea and conversed for a while, but she seemed distrait. I
had known her since she wore rompers, so felt entitled to ask if there
was anything wrong.
“Not exactly wrong,” said Jane, and she heaved a sigh.
“Tell me,” I said.
She heaved another sigh.
“Have you ever read The Love that Scorches, by Luella Periton
Phipps?” she asked.
I said I had not.
“I got it out of the library yesterday,” said Jane, dreamily, “and
finished it at three this morning in bed. It is a very, very beautiful
book. It is all about the desert and people riding on camels and a
wonderful Arab chief with stern, yet tender, eyes, and a girl called
Angela, and oases and dates and mirages, and all like that. There is
a chapter where the Arab chief seizes the girl and clasps her in his
arms and she feels his hot breath searing her face and he flings her
on his horse and they ride off and all around was sand and night,
and the mysterious stars. And somehow—oh, I don’t know—”
She gazed yearningly at the chandelier.
“I wish mother would take me to Algiers next winter,” she
murmured, absently. “It would do her rheumatism so much good.”
I went away frankly uneasy. These novelists, I felt, ought to be
more careful. They put ideas into girls’ heads and made them
dissatisfied. I determined to look William up and give him a kindly
word of advice. It was no business of mine, you may say, but they
were so ideally suited to one another that it seemed a tragedy that
anything should come between them. And Jane was in a strange
mood. At any moment, I felt, she might take a good, square look at
William and wonder what she could ever have seen in him. I hurried
to the boy’s cottage.
“William,” I said, “as one who dandled you on his knee when you
were a baby, I wish to ask you a personal question. Answer me this,
and make it snappy. Do you love Jane Packard?”
A look of surprise came into his face, followed by one of intense
thought. He was silent for a space.
“Who, me?” he said at length.
“Yes, you.”
“Jane Packard?”
“Yes, Jane Packard.”
“Do I love Jane Packard?” said William, assembling the material
and arranging it neatly in his mind.
He pondered for perhaps five minutes.
“Why, of course I do,” he said.
“Splendid!”
“Devotedly, dash it!”
“Capital.”
“You might say madly.”
I tapped him on his barrel-like chest.
“Then my advice to you, William Bates, is to tell her so.”
“Now that’s rather a brainy scheme,” said William, looking at me
admiringly. “I see exactly what you’re driving at. You mean it would
kind of settle things, and all that?”
“Precisely.”
“Well, I’ve got to go away for a couple of days to-morrow—it’s the
Invitation Tournament at Squashy Hollow—but I’ll be back on
Wednesday. Suppose I take her out on the links on Wednesday and
propose?”
“A very good idea.”
“At the sixth hole, say?”
“At the sixth hole would do excellently.”
“Or the seventh?”