管理经济学PDF电子书下载

Contents 1

1 The essence of business economics：an overview 1

The essence of business economics 1

Basic concepts in business economics 3

The competitive environment 12

Concluding remarks 17

2 The analysis of consumer demand 18

The essence of consumer demand 18

The market demand curve 20

Consumer surplus 22

The determinants of demand 23

The classification of products 25

Concepts of elasticity 28

The relationship between price elasticity and sales revenue 36

Concluding remarks 40

3 The analysis of production costs 42

The essence of production costs 42

The production function 43

Variable costs versus fixed costs 45

Production decisions in the short run and long run 46

Diminishing returns in production 47

Maximizing profit and the production decision 50

Economies and diseconomies of scale 53

The experience curve 60

Optimal scale and x-inefficiency 61

The firm’s supply curve 63

Elasticity of supply 66

Concluding remarks 67

4 The competitive environment 69

The essence of the competitive environment 69

Competitive strategy 70

Perfect competition 73

Monopoly 76

Monopolistic competition 83

Oligopoly 86

Competitive advantage 92

Concluding remarks 98

5 Managerial objectives and the firm 99

The essence of managerial objectives 99

Agency theory 104

Managerial theories 106

Behavioural theories 112

Concluding remarks 114

The essence of pricing strategies 116

6 Understanding pricing strategies 116

Price determination and managerial objectives 117

Generic pricing strategies 121

Pricing and the competitive environment 126

The marketing mix and the product life cycle 129

The economics of price discrimination 133

Pricing in multi－plant and multi－product firms 136

Peak-load pricing 139

Pricing policy and role role of government 140

Concluding remarks 143

The essence of investment appraisal 144

7 Investment appraisal 144

The investment selection process 145

Estimating cash flows 147

Evaluating and ranking investment Projects 149

Undertaking a cost－benefit analysis 154

Concluding remarks 156

8 Understanding the labour market 158

The essence of the labour market 158

The demand for labour 159

The supply of labour 163

Collective bargaining 167

Concluding remarks 169

9 Government and business 170

Introduction 170

The priciples of state intervention 172

Macroeconomic policy 174

Industrial policy 178

Competition law 182

Regional policy 185

Concluding remarks 188

10 Business and economic forecasting 190

The essence of business and economic forecasting 190

Collecting information on consumer behaviour 192

Statistical estimation of demand relationships 196

Forecasting demand 203

Concluding remarks 211

11 Business economics-a check list for managers 213

Check list for business success 214

Appendix：sources of business econmics data for managers 219

UK sources 220

International sources 223

References for further reading 223

Index 225