Market failure A recap on markets For a good in a competitive market: Demand is derived from willingness to pay, and so the demand curve slopes downwards as people are willing to buy more as prices decrease. Supply is derived from firms' costs, so the supply curve slopes upwards as firms endeavour to make more money. Supply and demand are brought together in a market , where agents exchange goods (and money). A market equilibrium (price and quantity at equilibrium), exists where supply and demand meet and no agent has an incentive to offer more or less units at a higher or lower price. In a perfectly competitive market, all agents are price takers, meaning they have no ability to change the market price as each supplier and consumer is small relative to the overall size of the market. The market equilibrium is allocatively ' Pareto efficient', meaning that no-one can be mad...