管理经济学 英文版 第6版PDF|Epub|txt|kindle电子书版本网盘下载

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CONTENTSPART 1 THE FIRM AND ITS ENVIRONMENT1

1 Introduction,Environment,and Methodology2

Managerial Economics and the Global Economy2

Economics and the Management of Organizations7

Our Approach to Problem Solving15

Organization of This Book16

Appendix 1 Demand,Supply,and Market Price:A Brief Review23

Demand and the Demand Curve23

Supply and the Supply Curve27

Determination of Market Price28

Carryover to Analysis of Other Markets32

2 Revenue of the Firm33

Advertising,Consumer Demand,and Business Research35

The Demand Function38

Determinants of Demand48

A Note on Determinants of Supply51

Elasticity of Demand51

Summary70

Appendix 2 Theory of Consumer Behavior81

Cardinal Utility Approach81

Ordinal Utility Theory83

Marginal Rate of Substitution85

Consumer Equilibrium87

Deriving a Demand Curve89

3 Topics in Demand Analysis and Estimation93

Market Surveys95

Demand Estimation with Regression Analysis96

Market Experiments104

Summary108

Appendix 3 Linear Regression Analysis111

The Linear Regression Model and Underlying Assumptions111

Logarithmic Transformations129

Summary132

Types of Economic Forecasts137

4 Economic Forecasting137

Two Major Kinds of Data139

Factors Affecting Economic Variables139

Forecasting Methods141

Accuracy of Forecasts164

Summary171

Integrating Case 1A Are There Two Marketsfor Microwave Ovens?174

Integrating Case 1B Omega Distributing Company Ⅰ177

PART 2 PRODUCTION,COST,AND PROFIT MAXIMIZATION181

5　Theory of Production182

The Production Function and the Long Run186

Total Product Curves and the Short Run205

Summary214

Appendix 5 Mathematics of Determining the LeastCost Combination of Inputs225

6 Cost of Production228

Types of Costs232

Costs in the Long Run235

Costs in the Short Run241

Relationship of Short-Run Cost Curves to Short-RunProduct Curves247

Relation of Short-Run to Long-Run Average Costs254

The Learning Effect258

Economies of Scope259

Choosing the Optimal Plant Size:An Example261

Estimation of Cost265

Summary270

International Capsule I Some International Dimensionsof Demand,Production,and Cost281

The Basis for International Trade283

Payment for Exports283

The Problem of Trade Barriers285

7 Profit Analysis of the Firm291

Profit Maximization295

Shut-Down Point302

Break-Even Analysis306

Profit Maximization versus Break-Even Analysis310

Incremental Profit Analysis310

Summary315

Relationship between Linear Programming andCalculus Techniques330

8 Linear Programming and the Firm330

The Primal Program331

The Dual Program345

Activity Analysis:One Product351

Summary356

Integrating Case 2A Frontier Concrete Products Company363

Integrating Case 2B Shanghai Magnificent HarmonyFoundry Ⅰ366

PART 3 MARKETS AND THE BEHAVIOR OF THE FIRM369

9 Perfect Competition and Monopoly:The Limiting Cases370

Perfect Competition and Its Setting370

Monopoly and Its Setting383

Summary391

10 Monopolistic Competition,Oligopoly,and RivalrousMarket Structures400

Monopolistic Competition:A Case of Many Firms402

Duopoly:An Oligopoly with Two Firms407

The Question of Entry412

The Kinked Oligopoly Demand Curve:Price Rigiditywithout Collusion415

Tacit Collusion and Price Leadership422

Perfect Collusion—The Cartel428

Production with Multiple Plants431

Summary433

Appendix 10 Game Theory in Oligopoly Analysis445

Markup Pricing448

11 Selected Topics in Pricing and Profit Strategy448

Decisions Involving Multiple Products451

Price Discrimination465

Two-Part Pricing(Access Fees)474

Bundling478

Alternatives to Profit Maximization481

Summary483

Appendix 11A Transfer Pricing with a Less-Than-PerfectlyCompetitive Market for the Intermediate Product495

Appendix 11B Mathematics of Price Discrimination498

Solution Procedure If Discrimination Is Permitted499

Solution Procedure If Discrimination Is Not Permitted500

Market Segmentation in International Trade503

International Capsule Ⅱ Markets and Pricing Strategyin International Trade503

The Problem of Dumping505

Webb-Pomerene and Export Trading Companies506

The Effects of Trade Restrictions on Prices507

International Transfer Pricing509

12 Factor Markets and Profit-Maximizing Employmentof Variable Inputs511

Profit-Maximizing Employment of One Variable Input512

Determination of Equilibrium Prices for Inputs:Perfect Competition in the Input Market521

Determination of Equilibrium Prices for Inputs:Monopsony in the Input Market526

Determination of Equilibrium Prices for Inputs:Bilateral Monopoly in the Input Market528

Summary530

Integrating Case 3A German-American Metals Corporation538

Integrating Case 3B Bonco,Incorporated:A Firm in Transition540

Integrating Case 3C A Hare-Raising Decision543

Integrating Case 3D Omega Distributing Company Ⅱ545

PART 4 ANALYSIS OF PROJECT DECISIONS547

13 Fundamentals of Project Evaluation548

Capital Budgeting and Project Analysis550

Costs in New Undertakings551

Stream of Receipts or Returns551

A Simple Capital Project Analysis558

Project Yield or Rate of Return561

Project Ranking in Capital Budgeting Analysis563

Cost of Capital and the Discount Rate566

Summary569

Appendix 13 Compounding and Discounting577

Compound Interest577

Present Value and Discounting578

Annuities579

14 Risk in Project Analysis583

Certainty versus Risk583

Risk in Economic Analysis584

Risk-Return Indifference Curves584

Probability and Uncertainty587

Application of Probability Analysis to Risk588

Evaluating Risky Streams of Receipts598

Probability Approach to Multiple Project Alternatives599

Acceptable Shortcuts to Risk Analysis600

Risk Adjustment in Practice604

Externalities and Their Nature607

An Example of Internalization609

Summary610

International Capsule Ⅲ Project Analysis in a MultinationalSetting618

International Dimensions of Project Analysis618

Example of a Foreign Project620

Integrating Case 4A A Guaranteed Foreign Investment624

Proposal Ⅰ624

Proposal Ⅱ625

Integrating Case 4B Shanghai Magnificent HarmonyFoundry Ⅱ627

PART 5 THE FIRM AND THE PUBLIC SECTOR629

15 Economics of Public Sector Decisions630

Micro-versus Macroeconomics in Public Sector Analysis630

The Public Sector s Product631

Resource Allocation and the Supply of Public Goods632

Cost-Benefit Analysis:A Procedural Outline637

Public Investment and the Discount Rate645

Cost-Benefit Analysis and Divergent Public Objectives649

Pitfalls of Cost-Benefit Analysis650

Summary655

The Future of Cost-Benefit Analysis655

16 Legal and Regulatory Environment of the Firm661

Managers and the Law662

Types of Law Affecting the Firm663

Antitrust and Business Practices Laws666

Administrative Agencies and the Law672

The Regulated Industries674

Whose Interests Do Regulators Serve?679

Regulation of Unregulated Industries683

Laws,Regulations,and the Firm s Strategy685

Summary686

Regulation,Deregulation,and Privatization690

17 The Firm and the Future690

Developing Countries and the Eastern Bloc693

Social Costs and Accountability695

Structure and Organization of Firms697

Economics and Tomorrow s Manager699

Integrating Case 5 Bayville Convention Center700

Appendix A　Mathematical Appendix703

Appendix B　Interest Factor Tables725

Appendix C　Answers to Selected Odd-Numbered Problems734

Glossary740

Index747