目录
 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 135
   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
  8 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/Monopsony 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
   Who Pays 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 G-l
 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 135
   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
  8 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/Monopsony 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
   Who Pays 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 G-l