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Keller Gm545 Course Project - Part 1

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Keller Graduate School of Management
Business Economics GM545
Online Graduate Course
Summer Session A, July 2010

Project Part 1
16 July 2010

Exercise 1: Everyone’s Gasoline Problem
One of the most classic application examples of supply and demand is the gas/petroleum market. Gas prices are established through basic supply and demand, when demand rises and supply falls, prices rise quickly; and just the converse when supply increases and demand falls, prices decrease (although rare in modern day occurrence).
Fluctuations in gas prices are also the result of multiple industry factors including uncertainty in the economy, economic demands for oil and the price per barrel of oil. Speculation and forecasting also lend a hand in continuously moving market equilibrium. Intermediaries in the market, such as gas wholesalers, can also have a profound impact on the market through price increases, charging higher premiums for service and handling.
Multiple influences affect the price of gas, some direct, others indirect. One such case of an indirect influence on price is natural disasters. The hurricanes in the Gulf of Mexico region have impacted gas prices on more than one occasion, more recently Hurricane Katrina. The devastation that rocked the nation impacted the supplies of crude oil and gas productions leading to a shortage. This shortage was felt almost immediately as prices per gallon of gas skyrocketed. (Chevron Corporation 2005-2008)
Government regulations and taxation also impact the price of gas to the consumer. National, state, regional and local government each has levied a tax on gas. These taxes impact the price per gallon as it varies from area to area. States and cities with higher taxes naturally quite often have higher prices on gas. (API 2010)
Price elasticity is a measurement of the market’s sensitivity to fluctuations in the pricing of a

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