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REALISM OF MONOPOLY: If taken to the extreme, monopoly, like perfect competition is an ideal market structure that does not actually exist in the real world. In the extreme, a "pure" monopoly is a market containing one and only ONE seller of good, a good with absolutely, positively no substitutes. The product is absolutely, certifiably unique. It's not just that it has no CLOSE substitutes, it has NO substitutes. Period. End of story. In the real world, however, every product, no matter how seemingly unique it might appear, has substitutes. The substitutes might not be very close. They might be really, really bad substitutes. But they are substitutes. As such, there are no pure monopolies in the real world.

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UTILITY ANALYSIS

A subset of consumer demand theory that analysis consumer behavior and market demand using total utility and marginal utility. The key principle of utility analysis is the law of diminishing marginal utility, which offers an explanation for the law of demand and the negative slope of the demand curve.

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PURPLE SMARPHIN
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Today, you are likely to spend a great deal of time flipping through the yellow pages looking to buy either a dozen high trajectory optic orange golf balls or a large red and white striped beach towel. Be on the lookout for door-to-door salesmen.
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More money is spent on gardening than on any other hobby.
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-- Thomas Edison

JLEO
Journal of Law, Economics and Organization
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