管理经济学 英文版 第6版PDF电子书下载

CONTENTSPART 1 THE FIRM AND ITS ENVIRONMENT 1

1 Introduction,Environment,and Methodology 2

Managerial Economics and the Global Economy 2

Economics and the Management of Organizations 7

Our Approach to Problem Solving 15

Organization of This Book 16

Appendix 1 Demand,Supply,and Market Price:A Brief Review 23

Demand and the Demand Curve 23

Supply and the Supply Curve 27

Determination of Market Price 28

Carryover to Analysis of Other Markets 32

2 Revenue of the Firm 33

Advertising,Consumer Demand,and Business Research 35

The Demand Function 38

Determinants of Demand 48

A Note on Determinants of Supply 51

Elasticity of Demand 51

Summary 70

Appendix 2 Theory of Consumer Behavior 81

Cardinal Utility Approach 81

Ordinal Utility Theory 83

Marginal Rate of Substitution 85

Consumer Equilibrium 87

Deriving a Demand Curve 89

3 Topics in Demand Analysis and Estimation 93

Market Surveys 95

Demand Estimation with Regression Analysis 96

Market Experiments 104

Summary 108

Appendix 3 Linear Regression Analysis 111

The Linear Regression Model and Underlying Assumptions 111

Logarithmic Transformations 129

Summary 132

Types of Economic Forecasts 137

4 Economic Forecasting 137

Two Major Kinds of Data 139

Factors Affecting Economic Variables 139

Forecasting Methods 141

Accuracy of Forecasts 164

Summary 171

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

Integrating Case 1B Omega Distributing Company Ⅰ 177

PART 2 PRODUCTION,COST,AND PROFIT MAXIMIZATION 181

5　Theory of Production 182

The Production Function and the Long Run 186

Total Product Curves and the Short Run 205

Summary 214

Appendix 5 Mathematics of Determining the LeastCost Combination of Inputs 225

6 Cost of Production 228

Types of Costs 232

Costs in the Long Run 235

Costs in the Short Run 241

Relationship of Short-Run Cost Curves to Short-RunProduct Curves 247

Relation of Short-Run to Long-Run Average Costs 254

The Learning Effect 258

Economies of Scope 259

Choosing the Optimal Plant Size:An Example 261

Estimation of Cost 265

Summary 270

International Capsule I Some International Dimensionsof Demand,Production,and Cost 281

The Basis for International Trade 283

Payment for Exports 283

The Problem of Trade Barriers 285

7 Profit Analysis of the Firm 291

Profit Maximization 295

Shut-Down Point 302

Break-Even Analysis 306

Profit Maximization versus Break-Even Analysis 310

Incremental Profit Analysis 310

Summary 315

Relationship between Linear Programming andCalculus Techniques 330

8 Linear Programming and the Firm 330

The Primal Program 331

The Dual Program 345

Activity Analysis:One Product 351

Summary 356

Integrating Case 2A Frontier Concrete Products Company 363

Integrating Case 2B Shanghai Magnificent HarmonyFoundry Ⅰ 366

PART 3 MARKETS AND THE BEHAVIOR OF THE FIRM 369

9 Perfect Competition and Monopoly:The Limiting Cases 370

Perfect Competition and Its Setting 370

Monopoly and Its Setting 383

Summary 391

10 Monopolistic Competition,Oligopoly,and RivalrousMarket Structures 400

Monopolistic Competition:A Case of Many Firms 402

Duopoly:An Oligopoly with Two Firms 407

The Question of Entry 412

The Kinked Oligopoly Demand Curve:Price Rigiditywithout Collusion 415

Tacit Collusion and Price Leadership 422

Perfect Collusion—The Cartel 428

Production with Multiple Plants 431

Summary 433

Appendix 10 Game Theory in Oligopoly Analysis 445

Markup Pricing 448

11 Selected Topics in Pricing and Profit Strategy 448

Decisions Involving Multiple Products 451

Price Discrimination 465

Two-Part Pricing(Access Fees) 474

Bundling 478

Alternatives to Profit Maximization 481

Summary 483

Appendix 11A Transfer Pricing with a Less-Than-PerfectlyCompetitive Market for the Intermediate Product 495

Appendix 11B Mathematics of Price Discrimination 498

Solution Procedure If Discrimination Is Permitted 499

Solution Procedure If Discrimination Is Not Permitted 500

Market Segmentation in International Trade 503

International Capsule Ⅱ Markets and Pricing Strategyin International Trade 503

The Problem of Dumping 505

Webb-Pomerene and Export Trading Companies 506

The Effects of Trade Restrictions on Prices 507

International Transfer Pricing 509

12 Factor Markets and Profit-Maximizing Employmentof Variable Inputs 511

Profit-Maximizing Employment of One Variable Input 512

Determination of Equilibrium Prices for Inputs:Perfect Competition in the Input Market 521

Determination of Equilibrium Prices for Inputs:Monopsony in the Input Market 526

Determination of Equilibrium Prices for Inputs:Bilateral Monopoly in the Input Market 528

Summary 530

Integrating Case 3A German-American Metals Corporation 538

Integrating Case 3B Bonco,Incorporated:A Firm in Transition 540

Integrating Case 3C A Hare-Raising Decision 543

Integrating Case 3D Omega Distributing Company Ⅱ 545

PART 4 ANALYSIS OF PROJECT DECISIONS 547

13 Fundamentals of Project Evaluation 548

Capital Budgeting and Project Analysis 550

Costs in New Undertakings 551

Stream of Receipts or Returns 551

A Simple Capital Project Analysis 558

Project Yield or Rate of Return 561

Project Ranking in Capital Budgeting Analysis 563

Cost of Capital and the Discount Rate 566

Summary 569

Appendix 13 Compounding and Discounting 577

Compound Interest 577

Present Value and Discounting 578

Annuities 579

14 Risk in Project Analysis 583

Certainty versus Risk 583

Risk in Economic Analysis 584

Risk-Return Indifference Curves 584

Probability and Uncertainty 587

Application of Probability Analysis to Risk 588

Evaluating Risky Streams of Receipts 598

Probability Approach to Multiple Project Alternatives 599

Acceptable Shortcuts to Risk Analysis 600

Risk Adjustment in Practice 604

Externalities and Their Nature 607

An Example of Internalization 609

Summary 610

International Capsule Ⅲ Project Analysis in a MultinationalSetting 618

International Dimensions of Project Analysis 618

Example of a Foreign Project 620

Integrating Case 4A A Guaranteed Foreign Investment 624

Proposal Ⅰ 624

Proposal Ⅱ 625

Integrating Case 4B Shanghai Magnificent HarmonyFoundry Ⅱ 627

PART 5 THE FIRM AND THE PUBLIC SECTOR 629

15 Economics of Public Sector Decisions 630

Micro-versus Macroeconomics in Public Sector Analysis 630

The Public Sector s Product 631

Resource Allocation and the Supply of Public Goods 632

Cost-Benefit Analysis:A Procedural Outline 637

Public Investment and the Discount Rate 645

Cost-Benefit Analysis and Divergent Public Objectives 649

Pitfalls of Cost-Benefit Analysis 650

Summary 655

The Future of Cost-Benefit Analysis 655

16 Legal and Regulatory Environment of the Firm 661

Managers and the Law 662

Types of Law Affecting the Firm 663

Antitrust and Business Practices Laws 666

Administrative Agencies and the Law 672

The Regulated Industries 674

Whose Interests Do Regulators Serve? 679

Regulation of Unregulated Industries 683

Laws,Regulations,and the Firm s Strategy 685

Summary 686

Regulation,Deregulation,and Privatization 690

17 The Firm and the Future 690

Developing Countries and the Eastern Bloc 693

Social Costs and Accountability 695

Structure and Organization of Firms 697

Economics and Tomorrow s Manager 699

Integrating Case 5 Bayville Convention Center 700

Appendix A　Mathematical Appendix 703

Appendix B　Interest Factor Tables 725

Appendix C　Answers to Selected Odd-Numbered Problems 734

Glossary 740

Index 747