管理经济学基础

PART 1 OVERVIEW OF MANAGERIAL ECONOMICS
　1 Introduction
　　How Is Managerial Economics Useful?
　　Managerial Application 1.1: Managerial Ethics
　　Theory of the Firm
　　Profit Measurement
　　Why Do Profits Vary Among Firms?
　　Role of Business in Society
　　Managerial Application 1.2: The Internet Revolution
　　Structure of This Text
　　Summary
　2 Basic Economic Relations
　　Economic Optimization Process
　　Basic Economic Relations
　　Managerial Application 2.1: Does Good Theory Always Work in Practice?
　　Marginal Analysis in Decision Making
　　Practical Applications of Marginal Analysis
　　Managerial Application 2.2: How Entrepreneurs Shape the Economy
　　Incremental Concept in Economic Analysis
　　Summary
　3 Statistical Analysis of Economic Relations
　　Data Summary and Description
　　Measures of Central Tendency
　　Managerial Application 3.1: Sampling Technology for TV Advertising
　　Measures of Dispersion
　　Hypothesis Testing
　　Regression Analysis
　　Regression Statistics
　　Managerial Application 3.2: Spreadsheet and Statistical Software for the PC
　　Demand Estimation Example
　　Summary
PART 2 DEMAND ANALYSIS
　4 Demand and Supply
　　Basis for Demand
　　Managerial Application 4.1: How the Internet Affects Demand and Supply
　　Market Demand Function
　　Demand Curve
　　Basis for Supply
　　Market Supply Function
　　Supply Curve
　　Managerial Application 4.2: Demand and Supply Conditions for Economists
　　Market Equilibrium
　　Summary
　5 Demand Analysis and Estimation
　　Demand Sensitivity Analysis: Elasticity
　　Price Elasticity of Demand
　　Managerial Application 5.1: Due Diligence in E-Commerce
　　Price Elasticity and Marginal Revenue
　　Price Elasticity and Optimal Pricing Policy
　　Managerial Application 5.2: Relationship Marketing
　　Cross-Price Elasticity of Demand
　　Income Elasticity of Demand
　　Summary
　6 Forecasting
　　What Is Economic Forecasting?
　　Common Types of Forecasting Problems
　　Managerial Application 6.1: Economic Forecasting: The Art and the Science
　　Qualitative Analysis
　　Trend Analysis and Projection
　　Business Cycle
　　Exponential Smoothing Techniques
　　Managerial Application 6.2: The Stock Market and the Business Cycle
　　Summary
PART 3 PRODUCTION AND COST ANALYSIS
　7 Production Analysis and Compensation Policy
　　Production Functions
　　Total, Marginal, and Average Product
　　Managerial Application 7.1: Total Quality Management
　　Law of Diminishing Returns to a Factor
　　Input Combination Choice
　　Managerial Application 7.2: Are CEOs Overpaid?
　　Marginal Revenue Product and Optimal Employment
　　Input Demand Function
　　Optimal Combination of Multiple Inputs
　　Optimal Levels of Multiple Inputs
　　Returns to Scale
　　Production Function Estimation
　　Productivity Measurement
　　Summary
　　Cost Analysis and Estimation
　　What Makes Cost Analysis Difficult?
　　Opportunity Costs
　　Incremental and Sunk Costs in Decision Analysis
　　Short-Run and Long-Run Costs
　　Short-Run Cost Curves
　　Managerial Application 8.1: Gaps in GAAP?
　　Long-Run Cost Curves
　　Minimum Efficient Scale
　　Firm Size and Plant Size
　　Managerial Application 8.2: Bigger Isn't Always Better
　　Learning Curves
　　Economies of Scope
　　Cost-Volume-Profit Analysis
　　Summary
PART 4 MARKET STRUCTURE ANALYSIS AND ESTIMATION
　9 Perfect Competition and Monopoly
　　Contrast Between Perfect Competition and Monopoly
　　Managerial Application 9.1: Is the Stock Market Perfectly Competitive?
　　Factors That Determine the Level of Competition
　　Perfect Competition
　　Monopoly
　　Countervailing Power: The Monopoly/Monophony Confrontation
　　Measurement of Business Profit Rates
　　Managerial Application 9.2: Wrigley's Success Formula
　　Link Between Market Structure and Business Profit Rates
　　Competitive Strategy in Perfectly Competitive and Monopoly Markets
　　Summary
　10 Monopolistic Competition and Oligopoly
　　Contrast Between Monopolistic Competition and Oligopoly
　　Monopolistic Competition
　　Managerial Application 10.1: Intel: Running Fast to Stay in Place
　　Illustration of Monopolistically Competitive Equilibrium
　　Oligopoly
　　Nonprice Competition
　　Game Theory
　　Managerial Application 10.2: Dot.com
　　Market Structure Measurement
　　Census Measures of Market Concentration
　　Competitive Strategy in Monopolistic Competition and Oligopoly Markets
　　Summary
　11 Pricing Practices
　　Markup Pricing
　　Managerial Application 11.1: 10~ for a Gallon of Gas in Dayton, Ohio
　　Markup Pricing and Profit Maximization
　　Price Discrimination
　　Price Discrimination Example
　　Multiple-Unit Pricing Strategies
　　Managerial Application 11.2: Do Colleges Price Discriminate?
　　Multiple-Product Pricing
　　Example of Joint Product Pricing
　　Transfer Pricing
　　Global Transfer Pricing Example
　　Summary
PART 5 LONG-TERM INVESTMENT DECISIONS
　12 Regulation of the Market Economy
　　Competition and the Role of Government
　　Regulatory Response to Incentive Failures
　　WhoPays the Costs of Regulation?
　　Regulatory Response to Structural Failures
　　Managerial Application 12.1: Microsoft's Antitrust Woes
　　Antitrust Policy
　　Managerial Application 12.2: The Enron Debacle
　　Problems with Regulation
　　Deregulation Movement
　　Summary
　13 Risk Analysis
　　Concepts of Risk and Uncertainty
　　Probability Concepts
　　Standard Normal Concept
　　Managerial Application 13.1: Why Lotteries Are Popular
　　Utility Theory and Risk Analysis
　　Managerial Application 13.2: Employee Stock Options
　　Adjusting the Valuation Model for Risk
　　Decision Trees and Computer Simulation
　　Uses of Game Theory in Risk Analysis
　　Summary
　14 Capital Budgeting
　　Capital Budgeting Process
　　Steps in Capital Budgeting
　　Managerial Application 14.1: Market-Based Capital Budgeting
　　Cash Flow Estimation Example
　　Capital Budgeting Decision Rules
　　Choosing Among Alternative Projects
　　Cost of Capital
　　Managerial Application 14.2: Capital Allocation at Berkshire Hathaway, Inc.
　　Optimal Capital Budget
　　Summary
Appendix: Interest Factor Tables
Selected Check Figures for End-of-Chapter Problems
Glossary