Chapter 02 – Understanding Economics and How It Affects Business
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Sam is a recent college graduate with a lot of “firsts”: First professional job, first new
car, first apartment, and first time making all of his own financial decisions. As he
works on his monthly budget, he can’t help but wonder why he is barely “making ends
meet.” Each month, it takes his entire paycheck to pay his rent, his car payment, and
buy food. Last month, he told his parents, “I’m sure I had more money when I was a
starving student!” You recently learned about key economic indicators in your
business class. You inform Sam that his problems are caused by severe deflation and
lack of demand for products and services.
Feedback: Sam is describing a higher than normal rate of inflation. Prices are rising fast, and
consumers are unable to purchase the same amount of goods and services with the same
number of dollars they used for similar purchases in the recent past. Deflation is falling prices.
In this latter environment, consumers can purchase more with less money.
138. Robin just graduated from college and is seeking her first job. She received a degree in
engineering at a prestigious university. Robin has several leads and has heard that the
market for engineers is very strong, so she is convinced that she should locate a good
job in the near future. Robin’s current situation is an example of structural
unemployment.
Feedback: Structural unemployment is caused by problems such as mismatches between the
skills workers have and the skills employers need or due to restructuring within an industry.
The description of Robin’s situation is not consistent with this type of unemployment. Her
situation is really an example of frictional unemployment. This type of unemployment refers
to workers who have quit their job for personal reasons or those who are entering the labor
market after being out of it to go to school or to raise a family.
139.