管理经济学：英文版

    CONTENTS
    PART l THE FlRM AND ITS ENVlRONMENT
    1 Introduction, Environment, and Methodology
    Managerial Economics and the Global Economy
    Economics and the Management of Organizations
    Our Approach to Problem Solving
    Organization of This Book
    Appendix l Demand, Supply, and Market Price:
    A Brief Review
    Demand and the Demand Curve
    Supply and the Supply Curve
    Determination of Market Price
    Carryover to Analysis of Other Markets
    2 Revenue of the Firm
    Advertising, Consumer Demand, and Business Research
    The Demand Function
    De terminants of Demand
    A Note on Determinants of Supply
    Elasticity of Demand
    Sununary
    Appendix 2 Theory of Consumer Behavior
    Cardinal Utility Approach
    Ordinal Utility Theory
    Marginal Rate of Substitution
    Consumer Equilibrium
    Deriving a Demand Curve
    3 Topics in Demand Analysis and Estimation
    Market Surveys
    Demand Estimation with Regression Analysis
    Market Experiments
    Summary 108
    Appendix 3 Linear Regression Analysis l l l
    The Linear Regression Model and Underlying Assumptions l l l
    Logarithmic Transformations 129
    Summary 132
    4 Economic Forecasting
    Types of Economic Forecasts
    Two Major Kinds of Data
    Factors Affecting Economic Variables
    Forecasting Methods
    Accuracy of Forecasts
    Summary
    Integrating Case lA Are There Two Markets
    for Microwave Ovens?
    Integrating Case 1B Omega Distributing Company l
    PART 2 PRODUCTlON, COST, AND PROFlT MAXlMlZATlON
    5 Theory of Production
    The Production Function and the Long Run
    Total Product Curves and the Short Run
    Summary
    Appendix 5 Mathematics of Determining the Least
    Cost Combination of Inputs
    6 Cost of Production
    Types of Costs
    Costs in the Long Run
    Costs in the Short Run
    Relationship of Short-Run Cost Curves to Short-Run
    Product Curves
    Relation of Short-Run to Long-Run Average Costs
    The Leaming Effect
    Economies of Scope
    Choosing the Optimal Plant Size: An Example
    Estimation of Cost
    Summary
    Intemational Capsule l Some Intemational Dimensions
    of Demand, Production, and Cost
    The Basis for Intemational Trade
    Payment for Exports
    The Problem of Trade Barriers
    7 profit Analysis of the Firm
    Profit Maximization
    Shut-Down Point
    Break-Even Analysis
    Profit Maximizahon versus Break-Even Analysis
    Incremental Profit Analysis
    Summary
    8 Linear Programming and the Firm
    Relationship between Linear Programming and
    Calculus Techniques
    The Primal Program
    The Dual Program
    Activity Analysis: One Product
    Summary
    Integrating Case 2A Frontier Concrete Products Company
    Integrating Case 2B Shanghai Magnificent Harmony
    Foundry l
    PART 3 MARKETS AND THE BEHAVlOR OF THE FlRM
    9 Perfect Competition and Monopoly: The Limiting Cases
    Perfect Competition and Its Setting
    Monopoly and Its Setting
    Summary
    10 Monopolistic Competition, Oligopoly, and Rivalrous
    Market Structures
    Monopolistic Competition: A Case of Many Firms
    Duopoly: An Oligopoly with Two Firms
    The Question of Entry
    The Kinked Oligopoly Demand Curve: Price Rigidity
    without Collusion
    Tacit Collusion and Price Leadership
    Perfect Collusion--The Cartel
    Production with Multiple Plants
    Summary
    Appendix lO Game Theory in Oligopoly Analysis
    11 Selected Topics in Pricing and Profit Strategy
    Markup Pricing
    Decisions Involving Multiple Products
    Price Discrimination
    Two-Part Pricing (Access Fees)
    Bundling
    Altematives to Profit Maximization
    Summary
    Appendix llA Transfer Pricing with a Less-Than-Perfectly
    Competitive Market for the Intermediate Product
    Appendix 11B Mathematics of Price Discrimination
    Solution Procedure If Discrimination Is Permitted
    Solution Procedure If Discrimination Is Not Permitted
    Intemational Capsule ll Markets and Pricing Strategy
    in Intemational Trade
    Market Segmentation in intemational Trade
    The Problem of Dumping
    Webb-Pomerene and Export Trading Companies
    The Effects of Trade Restrictions on Prices
    Intemational Transfer Pricing
    12 Factor Markets and Profit-Maximizing Employment
    of Variable Inputs
    Profit-Maximizing Employment of One Variable Input
    Determination of Equilibrium Prices for Inputs:
    Perfect Competition in the Input Market
    Determination of Equilibrium Prices for Inputs:
    Monopsony m the Input Market
    Determination of Equilibrium Prices for Inputs:
    Bilateral Monopoly in the Input Market
    Summary
    Integrating Case 3A German-American Metals Corporation
    Integrating Case 3B Bonco, Incorporated: A Firm in Transition
    Integrating Case 3C A Hare-Raising Decision
    Integrating Case 3D Omega Distributing Company ll
    13 Fundamentals of Project Evaluation
    Capital Budgeting and Project Analysis
    Costs in New Undertakings
    Stream of Receipts or Retums
    A Simple Capital Project Analysis
    Project Yield or Rate of Retum
    Project Ranking in Capital Budgeting Analysis
    Cost of Capital and the Discount Rate
    Summary
    Appendix 13 Compounding and Discountmg
    Compound Interest
    Present Value and Discounting
    Annuities
    14 Risk in Project Analysis
    Certainty versus Risk
    Risk in Economic Analysis
    Risk-Retum Indifference Curves
    Probability and Uncertainty
    Application of Probability Analysis to Risk
    Evaluating Risky Streams of Receipts
    Probability Approach to Multiple Project Altemahves
    Acceptable Shortcuts to Risk Analysis
    Risk Adjustment in Practice
    Extemalities and Their Nature
    An Example of Intemalization
    Summary
    Intemational Capsule lll Project Analysis in a Multinational
    Setting
    Intemational Dimensions of Project Analysis
    Example of a Foreign Project
    Integrating Case 4A A "Guaranteed" Foreign Investment
    Proposal l
    Proposal ll
    Integrating Case 4B Shanghai Magnificent Hannony
    Foundry ll
    15 Economics of Public Sector Decisions
    Micro- versus Macroeconomics in Public Sector Analysis
    The Public Sector's Product
    Resource Allocation and the Supply of Public Goods
    Cost-Benefit Analysis: A Procedural Outline
    Public Investment and the Discount Rate
    Cost-Benefit Analysis and Divergent Public Objectives
    Pitfalls of Cost-Benefit Analysis
    The Future of Cost-Benefit Analysis
    Summary
    16 Legal and Regulatory Environment of the Firm
    Managers and the Law
    Types of Law Affecting the Firm
    Antitrust and Business Practices Laws
    Administrative Agencies and the Law
    The Regulated Industries
    Whose Interests Do Regulators Serve?
    Regulation of "Unregulated Industries'
    Laws, Regulations, and the Firm's Strategy
    Summary
    17 The Firm and the Future
    Regulation, Deregulation, and Privatization
    Developing Countries and the Eastem Bloc
    Social Costs and "Accountability"
    Structure and Organization of Firms
    Economics and Tomorrow's Manager
    Integrating Case 5 Bayville Convention Center
    Appendix A Mathematical Appendix
    Appendix B Interest Factor Tables
    Appendix C Answers to Selected Odd-Numbered Problems
    Glossary
    Index