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If you are the only producer of a good or service, you can price wherever you want. If you price low, more people will want to buy, and you can increase the price and decrease your out put until you reach a maximum amount of profit. At this point, a monopolistic firm usually has more revenue than price; They could afford a lower price and greater output, but they wouldn't make as much money. (The quantity of maximum profit is at the point where marginal cost meets marginal revenue). If another firm enters the market, it can price just a little bit lower than the original firm, and it will get most of the business. This will cause a price war until each firm is pricing and producing at the point where average costs are at a minimum and neither firm ears profit; cost equals revenue. As more and more firms enter a market, the price becomes more and more stable. For a good like gold that is the same no matter where you buy it, the price is the same globally because if a firm priced higher, it would loose all its business. In short, competition causes the price for a good to be such that firms do not earn profit and the price lies at the value of a perfectly elastic demand curve.

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