管 理 经 济 学 教 案
赵 文 平
Chapter1 Introduction to Managerial Economics
Ch1-1 Managerial economics’ difinition and scope
1、 What is Managerial Economics
【Managerial Economics 】the integration of economic theory and methodology with analytical tools for applicayion to decision making about the allocation of scarce resources in public and private institutions.
1． Economics：how to allocate scarce resources；how to increase wealth；choice.
2． management：planning、organizing、directing、coordinating and controlling.
3． decision：to choise the optimal outcome from many alternatives
2、 The relationship between Managerial Economics and microeconomics
Economics ：Macroeconomics and Microeconomics
【Microeconomics】 is concerned with the overall level of economic activity and its cyclical behavior; deal with the interaction of broad economic aggregates such as consumption spending, investment spending, and so forth.
【Managerial Economics】concentrates on the application of economic principles to problems that face managers, it involes the use of microeconomic models to improve the manager’s ability to understand and make decisions in a complex economy.
3、 Managerial Economics’ studying methods
1． Models in Economic analysis ----assumption
2． Marginal analysis：“margin”: addition
Marginal revernue MR，Marginal cost MC；MR.>MC，it is feasible ；MRAVC， π>TFC 关门点 P=AVC
6． Firm’s long-run decision
P MC AC
D=MR=AR
Q
7． The evaluation of the market
1． P=AC， the exchange is equitable；
2． P=AC, AC is minimal，production efficiency is the most；
3． P=MC， the allocation of resource is optimal.
Ch 5-2 Complete Monopoly
1． The assumptions of complete monopoly
1 .There is one firm in the industry；2 there is no substitutes for the commodity 3 that entry is restricted, either by natural factors or by some action on the monopolist’s part
2． The reasons of monopoly
1． The economics of scale；2 the control of raw material 3 government 4 patent
3． The firm’s short-run decision
1． The firm’s demand curve
P
MR
D=AR
Q
P=a-bQ TR=PQ=aQ-bQ² AR=TR/Q=PQ/Q=a-bQ
MR=dTR/dQ =a-2bQ
2． The firm’s output and price decision
P P
AC0
P0
P0
AC0
Q Q
3. The firm’s long-run decision
4． The evaluation of the market
1．P>AC there is economic profit，the exchange is inequitable；
2．P>MC the allocation of resource is not optimal；
3．AC is not minimal，production efficiency is lost
5． The public policies
1． Antitrust laws；
2． Regulation of Natural Monopolioes。
Ch 4-3 Monopoliostic Competition
1． The assumptions of Monopoliostic Competition
1 there are a large of firms and consumers；2 Each firm’s product is distinctive；3 there are free entry and exit of firms and consumers ; 4 there is perfect information.
2． The firm’s demand curve P
三．The firm’s shory-run decision
D=AR
MR
Q
P P MC AC
MC AC AC0
P0 P0
AC0
Q Q
Q0 Q0
四．The firm’s long-run decision
P MC AC
P0
MR
D=AR
Q0
Q
五．Quality competition and Advertisement competition
6． The evaluation for monopolistic competition
1． P=AC，the exchange is equitable；
2． P>MC，the allocation of resource is not optimal；
3． AC is not minimal，production efficiency is lost
Ch 4-4 Oligopoly
1． The assumptions of oligopoly
1． There are few sellers；
2． the commodity is the same or distinctive；
3． that entry is restricted；
4． there is not perfect information。
2． The type of oligopoly
1． Pure oligopoly：the commodity produeed is the same；
2． Differentiated oligopoly：the commodity produces is distinctive。
3． The market models
1． Kinked demend curve
P
D1 MC1
MC3
D2
Q
2． Cartel and Collusion
3． Price leadership: predominated firm’s price leadership；low cost price leadership
4． Theory of game
Firm A
Firm B
Adversiting budget
100
20
Adversiting budget
100
0 0
120 -40
5．
20
-40 120
80 80
suspect1
Don’t peccavi
peccavi
Suspect 2
Don’t
peccavi
0，0
15，5
peccavi
5，15
5，5
四．Market structure and entry obstacle
1． entry obstacle：
2． The source of entry obstacle
（1）differentated products；（2）The control of inputs；（3）laws；（4）scale。
3． The strategies of prevented entry
（1）the pricing；（2）expanding production ability；（3）satueate market；
五．Concentration rate CR=ΣX
Chapter 6 Public Goods
一、The properties of Public Goods
Goods：private goodsand and Public Goods
Private goods：rival consumption，exclusion.
Public goods：nonrival consumption. Pure public goods and Quasi-public goods
二、The demand of public goods
P S
三、The supply of public go D
DA
DB
Q
四、Benefit-Cost analysis
1．The estimation of costs: direct costs and indirect costs
2. The estimation of benefit: direct benefit and indirect benefit
3． The determinant of social discount rate
4． The test of benefit and cost ：benefit/cost>1，it is feasible；<1，it is not feasible.
Chapter 7 Market Failure
一、The reasons of market failure
1． Firms’ objectives are not the maximum of prufit
2． Imperfect competition
3． The non-epuilibrium of market demand-supply。
4． The asymmety of market information I 100% L
5． Fair and efficiency
Gini efficient=A/B
二、Government policies
Contribution analysis and its application
contribution（profit increment）=revenue increment-cost increment
unit contribution=price-unit variable cost
Total contribution=total fixed cost +profit
FIRM
change
MPL/w = MPK/r
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