管理經(jīng)濟(jì)學(xué)

前言

　　One day after class， a student in one of our courses commented on the managerialeconomics text then being used： "This book is very dry. What it needs is a plot！" To alarge extent， the idea for this text stemmed from this remark. This is a text that webelieve will excite readers about managerial economics as well as inform them aboutthis vital part of management education. Each chapter begins with a "Situation，" inwhich managers in a fictional company， Global Foods， Inc.， must make certain keydecisions about their products in the beverage industry. After the relevant economicconcepts or tools of analysis are presented， each chapter ends with a "Solution，" asuggested way in which these concepts or tools can be used to help managers make thebest decision.　　The heart of managerial economics is the microeconomic theory of the firm.Much of this theory was formalized in a textbook written over 100 years ago byProfessor Alfred Marshall of Cambridge University. Indeed， if readers were to referto his Principles of Economics （1890）， they would find many of the diagrams andequations presented in this text as well as in all other texts in managerial economics.To be sure， the world has changed greatly since Marshalls ideas were developed.Market structures other than the "perfectly competitive model" are now much moreimportant. Technology moves at such a rapid pace that the rate of obsolescence ofproducts is now often measured in months rather than years. Competition amongfirms is frequently conducted on a global scale rather than a local or national one.Multinational firms invest， manufacture， and sell around the world. In so doing， theysometimes buy out their global competitors or form alliances or joint ventures withthem. In recent years， the Internet and e-commerce have become critical elementsof most businesses.　　Yet through all of these changes， basic microeconomic principles such as supply anddemand， elasticity， short-run and long-run shifts in resource allocation， diminishingreturns， economies of scale， and pricing according to marginal revenue and marginalcost continue to be important tools of analysis for managerial decision makers. In fact，the overall objective of this text is to demonstrate to our readers that the application ofmicroeconomic theory has stood the test of time and continues to be relevant to manyfacets of modern business decision making.　　We are well aware of the reputation that economics courses have among somebusiness students of being "too theoretical and not practical enough for the realworld." In our opinion， nothing could be further from the truth. We know that theinstructors in managerial economics will agree with us on this matter. We hope that thistext will serve as a solid supplement to their classroom efforts to demonstrate to theirstudents the importance and utility of economic theory for business decision-making.　　This text is designed for upper-level undergraduate and first-year MBA courses inmanagerial economics and applied economics. The first two chapters are a generalintroduction to economics and economic reasoning. A review of the mathematicalconcepts and tools used in the text has been placed online.

內(nèi)容概要

　　如何培養(yǎng)學(xué)生在實(shí)際管理情境中診斷問題、做出決策以及采取行動(dòng)是所有商學(xué)院面臨的挑戰(zhàn)。在其備受好評(píng)的《管理經(jīng)濟(jì)學(xué)》（第6版）中，保羅·G.基特和菲利普·K.Y.揚(yáng)將這一過程融入動(dòng)態(tài)管理案例（GlobaI Foods公司）中?！　∶恳徽露奸_始于GIobaI Foods公司遇到的問題.結(jié)束于問題的解決。在這個(gè)過程中，學(xué)生可以充分地運(yùn)用微觀經(jīng)濟(jì)學(xué)理論和定量分析工具。在理論聯(lián)系實(shí)際的同時(shí)，強(qiáng)化了學(xué)習(xí)過程，使學(xué)生在畢業(yè)后依然能夠熟練使用這些工具。

作者簡(jiǎn)介

　　保羅·G.基特過去20年一直在美國(guó)雷鳥商學(xué)院的國(guó)際工商管理學(xué)院任教。目前，他是該學(xué)院的名譽(yù)副教授。在任職于雷鳥商學(xué)院之前，他曾在LBM公司工作多年，擁有豐富的管理經(jīng)驗(yàn)?！　∷诩~約市立大學(xué)獲得商業(yè)管理學(xué)士學(xué)位，在華盛頓大學(xué)獲得文學(xué)碩士學(xué)位，在芝加哥大學(xué)獲得經(jīng)濟(jì)學(xué)博士學(xué)位?！　∷诿绹?guó)多所大學(xué)任教，包括華盛頓大學(xué)、紐約市立大學(xué)和愛納大學(xué)。他是佩斯大學(xué)魯賓商學(xué)院的兼職副教授，同時(shí)，他還教授佩斯大學(xué)的EMBA課程?！　》评铡.Y.揚(yáng)是雷鳥商學(xué)院管理學(xué)教授，之前任教于佩斯大學(xué)魯賓商學(xué)院。他還是Nth Degree Systems公司的創(chuàng)始人和總經(jīng)理。該公司是一家致力于給全球主要大公司提供定制教育和項(xiàng)目培訓(xùn)的咨詢公司?！　∷谙耐拇髮W(xué)獲得學(xué)士學(xué)位，在哥倫比亞大學(xué)獲得國(guó)際關(guān)系碩士學(xué)位，在紐約大學(xué)獲得經(jīng)濟(jì)學(xué)博士學(xué)位。

書籍目錄

第1章 導(dǎo)言導(dǎo)言：經(jīng)濟(jì)學(xué)與管理決策企業(yè)經(jīng)濟(jì)學(xué)重要經(jīng)濟(jì)學(xué)術(shù)語(yǔ)和概念的簡(jiǎn)要回顧GlobalFood8公司的案例：情境和解決方法情境和解決方法小結(jié)應(yīng)用：通過戰(zhàn)略和所有權(quán)來實(shí)現(xiàn)公司再造本章小結(jié)重要概念問題第2章 企業(yè)及其目標(biāo)導(dǎo)言企業(yè)科斯與因特網(wǎng)公司的經(jīng)濟(jì)目標(biāo)與最優(yōu)決策利潤(rùn)之外的目標(biāo)經(jīng)濟(jì)目的經(jīng)濟(jì)目標(biāo)非經(jīng)濟(jì)目標(biāo)再一次討論——公司追求最大化利潤(rùn)嗎?重申利潤(rùn)最大化最大化股東財(cái)富市場(chǎng)附加值與經(jīng)濟(jì)增加值經(jīng)濟(jì)利潤(rùn)應(yīng)用本章小結(jié)重要概念問題第3章 供給和需求導(dǎo)言市場(chǎng)需求市場(chǎng)供給市場(chǎng)均衡比較靜態(tài)分析短期市場(chǎng)變動(dòng)：價(jià)格的“配給功能”長(zhǎng)期市場(chǎng)分析：價(jià)格的“指導(dǎo)”或“分配功能”運(yùn)用供給和需求進(jìn)行預(yù)測(cè)供給、需求和價(jià)格：管理面臨的挑戰(zhàn)案例3.1 咖啡：“低買高賣”案例3.2 航空旅行：“高買低賣”應(yīng)用：鉆市場(chǎng)市場(chǎng)現(xiàn)狀鈷市場(chǎng)簡(jiǎn)史對(duì)管理者的啟示本章小結(jié)重要概念問題習(xí)題附錄3A 供給和需求的數(shù)學(xué)模型第4章 需求彈性彈性的經(jīng)濟(jì)學(xué)概念需求的價(jià)格彈性價(jià)格彈性的計(jì)算彈性的決定因素彈性對(duì)價(jià)格和數(shù)量的影響派生需求的彈性短期和長(zhǎng)期的彈性需求彈性與收益彈性的數(shù)學(xué)表達(dá)彈性的經(jīng)驗(yàn)數(shù)據(jù)需求的交叉彈性彈性的經(jīng)驗(yàn)數(shù)據(jù)收入彈性其他彈性供給彈性應(yīng)用：亞洲的價(jià)格彈性本章小結(jié)重要概念問題習(xí)題附錄4A 供給和需求的應(yīng)用第5章 需求估計(jì)與預(yù)測(cè)需求估計(jì)導(dǎo)言本章的關(guān)鍵目標(biāo)良好數(shù)據(jù)的重要性回歸分析：方法概述設(shè)定回歸方程與獲取數(shù)據(jù)估計(jì)并解釋回歸系數(shù)回歸結(jié)果的統(tǒng)計(jì)檢驗(yàn)分析回歸結(jié)果的關(guān)鍵步驟總結(jié)管理決策回歸分析的影響使用回歸分析存在的問題模型識(shí)別問題多重共線性自相關(guān)經(jīng)濟(jì)研究中回歸分析的例子近期經(jīng)濟(jì)研究中使用回歸分析的例子概述應(yīng)用：西班牙的食品與中國(guó)臺(tái)灣的香煙預(yù)測(cè)導(dǎo)言預(yù)測(cè)的對(duì)象需求估計(jì)與需求預(yù)測(cè)有效預(yù)測(cè)的前提預(yù)測(cè)技巧專家意見民意測(cè)驗(yàn)與市場(chǎng)調(diào)查支出計(jì)劃調(diào)查景氣預(yù)測(cè)法預(yù)測(cè)計(jì)量經(jīng)濟(jì)學(xué)模型應(yīng)用：預(yù)測(cè)匯率本章小結(jié)重要概念問題習(xí)題附錄5A 洛杉磯白金芬黛的需求第6章 生產(chǎn)理論與生產(chǎn)估計(jì)生產(chǎn)函數(shù)總產(chǎn)量、平均產(chǎn)量與邊際產(chǎn)量的短期分析邊際報(bào)酬遞減規(guī)律短期生產(chǎn)的三個(gè)階段派生需求與可變投入的最優(yōu)水平多種投入的情況(簡(jiǎn)略版)長(zhǎng)期生產(chǎn)函數(shù)生產(chǎn)函數(shù)的估計(jì)生產(chǎn)函數(shù)的各種形式柯布一道格拉斯生產(chǎn)函數(shù)生產(chǎn)函數(shù)的統(tǒng)計(jì)估計(jì)總量生產(chǎn)函數(shù)管理決策中生產(chǎn)函數(shù)的重要性仔細(xì)規(guī)劃可以幫助企業(yè)合理利用資源“曲線以外”：當(dāng)前的生產(chǎn)問題以及今天的管理者面臨的挑戰(zhàn)呼叫中心：將生產(chǎn)函數(shù)運(yùn)用于服務(wù)業(yè)應(yīng)用：中國(guó)缺工人嗎?本章小結(jié)重要概念問題習(xí)題附錄6A 多種投入的情況第7章 成本理論與成本估計(jì)管理決策中成本的重要性經(jīng)濟(jì)分析中成本的定義與運(yùn)用歷史成本與重置成本機(jī)會(huì)成本與實(shí)付成本沉沒成本與增量成本生產(chǎn)與成本之間的關(guān)系短期成本函數(shù)在短期提高成本效率總成本函數(shù)的其他形式長(zhǎng)期成本函數(shù)長(zhǎng)期生產(chǎn)與長(zhǎng)期成本之間的關(guān)系規(guī)模經(jīng)濟(jì)長(zhǎng)期平均成本曲線是短期平均成本的包絡(luò)曲：將長(zhǎng)期平均成本作為決策工具：根據(jù)市場(chǎng)預(yù)測(cè)協(xié)調(diào)生產(chǎn)計(jì)劃的重要性學(xué)習(xí)曲線范圍經(jīng)濟(jì)規(guī)模經(jīng)濟(jì)：短期與長(zhǎng)期供應(yīng)鏈管理公司削減成本以保持競(jìng)爭(zhēng)力的例子管理者使用成本削減戰(zhàn)略時(shí)應(yīng)注意的問題應(yīng)用：中國(guó)化工品的委托加工本章小結(jié)重要概念問題習(xí)題附錄7A 短期成本函數(shù)的數(shù)學(xué)重述第8章 定價(jià)與產(chǎn)量決策：完全競(jìng)爭(zhēng)與壟斷導(dǎo)言經(jīng)濟(jì)分析中的競(jìng)爭(zhēng)與市場(chǎng)類型競(jìng)爭(zhēng)的含義市場(chǎng)類型的例子理論與現(xiàn)實(shí)中的市場(chǎng)類型與競(jìng)爭(zhēng)完全競(jìng)爭(zhēng)市場(chǎng)的定價(jià)與產(chǎn)量決策企業(yè)的基本決策完全競(jìng)爭(zhēng)市場(chǎng)的關(guān)鍵假設(shè)運(yùn)用總收益一總成本方法選擇最優(yōu)產(chǎn)量水平運(yùn)用邊際收益一邊際成本方法尋找最優(yōu)產(chǎn)量水平經(jīng)濟(jì)利潤(rùn)、正常利潤(rùn)、虧損和停業(yè)長(zhǎng)期中的競(jìng)爭(zhēng)市場(chǎng)壟斷市場(chǎng)的定價(jià)與產(chǎn)量決策完全競(jìng)爭(zhēng)和壟斷對(duì)制定管理決策的影響應(yīng)用：金槍魚市場(chǎng)的殘酷經(jīng)濟(jì)學(xué)本章小結(jié)重要概念問題習(xí)題附錄8A 定價(jià)與產(chǎn)量決策中微積分的運(yùn)用第9章 定價(jià)與產(chǎn)量決策：壟斷競(jìng)爭(zhēng)與寡頭導(dǎo)言壟斷競(jìng)爭(zhēng)寡頭市場(chǎng)集中寡頭市場(chǎng)定價(jià)：競(jìng)爭(zhēng)與相互依存不完全競(jìng)爭(zhēng)市場(chǎng)中的競(jìng)爭(zhēng)非價(jià)格競(jìng)爭(zhēng)經(jīng)濟(jì)最優(yōu)與非價(jià)格競(jìng)爭(zhēng)壟斷競(jìng)爭(zhēng)和寡頭的事實(shí)：“不完全”競(jìng)爭(zhēng)戰(zhàn)略：不完全競(jìng)爭(zhēng)市場(chǎng)中企業(yè)的根本挑戰(zhàn)產(chǎn)業(yè)組織戰(zhàn)略與邁克爾?波特的基本思想結(jié)語(yǔ)：管理經(jīng)濟(jì)學(xué)與戰(zhàn)略的聯(lián)系應(yīng)用：世界啤酒市場(chǎng)本章小結(jié)重要概念問題習(xí)題第10章 特殊定價(jià)法導(dǎo)言卡特爾協(xié)議卡特爾操縱價(jià)格案例價(jià)格領(lǐng)導(dǎo)制晴雨表型企業(yè)的價(jià)格領(lǐng)導(dǎo)制支配型企業(yè)的價(jià)格領(lǐng)導(dǎo)制收益最大化價(jià)格歧視三級(jí)歧視價(jià)格歧視的例子價(jià)格歧視的近期例子賓館行業(yè)的定價(jià)：價(jià)格歧視的例子搭售安排：價(jià)格歧視的可能擴(kuò)展價(jià)格歧視對(duì)社會(huì)福利的影響非邊際定價(jià)法成本加成定價(jià)法定價(jià)與成本增量分析法多產(chǎn)品定價(jià)法需求互補(bǔ)產(chǎn)品需求替代產(chǎn)品固定比例生產(chǎn)的聯(lián)產(chǎn)品不同比例生產(chǎn)的聯(lián)產(chǎn)品轉(zhuǎn)讓定價(jià)法無(wú)外部市場(chǎng)外部市場(chǎng)其他定價(jià)方法應(yīng)用：歐洲卡特爾的減少歐洲紙箱板卡特爾歐洲維生素卡特爾歐洲銅管卡特爾歐洲其他操縱價(jià)格案例航空公司的價(jià)格歧視本章小結(jié)重要概念問題習(xí)題第11章 博弈論與不對(duì)稱信息導(dǎo)言博弈論經(jīng)濟(jì)學(xué)中特殊關(guān)聯(lián)博弈的一個(gè)精選例子囚徒困境沙灘亭博弈重復(fù)博弈序貫博弈與先動(dòng)者優(yōu)勢(shì)博弈論與拍賣策略與博弈論承諾激勵(lì)一般框架不對(duì)稱信息不對(duì)稱信息市場(chǎng)例子：逆向選擇——次品市場(chǎng)例子：道德風(fēng)險(xiǎn)——保險(xiǎn)不對(duì)稱信息的市場(chǎng)反應(yīng)聲譽(yù)例子：eBay拍賣的聲譽(yù)標(biāo)準(zhǔn)化市場(chǎng)信號(hào)例子：勞動(dòng)力市場(chǎng)中教育是一種信號(hào)例子：保證和擔(dān)保最后一個(gè)例子：針對(duì)信息不對(duì)稱的兩個(gè)銀行系統(tǒng)本章小結(jié)重要概念問題習(xí)題第12章 政府與行業(yè)：今天的管理者面臨的挑戰(zhàn)與機(jī)遇導(dǎo)言政府介入市場(chǎng)經(jīng)濟(jì)的合理性為競(jìng)爭(zhēng)提供法律框架：反托拉斯法解決市場(chǎng)外部性：政府在市場(chǎng)經(jīng)濟(jì)中的另一個(gè)主要職能穩(wěn)定總體經(jīng)濟(jì)：貨幣政策和財(cái)政政策貨幣政策財(cái)政政策時(shí)滯與美國(guó)政府做生意政府市場(chǎng)政府與市場(chǎng)經(jīng)濟(jì)政府放松管制、合并與收購(gòu)企業(yè)為什么合并應(yīng)用：GeneralElec和Honewll合并失敗本章小結(jié)重要概念問題附錄A 統(tǒng)計(jì)與財(cái)務(wù)數(shù)據(jù)表

章節(jié)摘錄

　　government, he found that every problem that he worked on was helped in some way by "the method of reasoning involved in the derivation of some economic theorem."4　　William H. Meckling, the former dean of the Graduate School of Management at the University of Rochester, expressed a similar sentiment in an interview conducted by The Wall Street Journal. In his view, "economics is a discipline that can hell5 students solve the sort of problems they meet within the firm." Recalling his experience as the direc tor of naval warfare analysis at the Center for Naval Analysis and as an economic analyst at the Rand Corporation, one of the nations most prominent think tanks, Meckling stated that these institutions are "dominated by physical scientist types, really brilliant people." However, he went on to say that "the economists knew how to structure the problems... the rest of the people knew a lot about technical things but they had never thought about how you structure big issues."5　　As it has evolved in undergraduate and graduate programs over the past half century, managerial economics is essentially a course in applied microeconomics that includes selected quantitative techniques common to other disciplines such as linear programming （management science）, regression analysis （statistics, econometrics, and management science）, capital budgeting （finance）, and cost analysis （managerial and　cost accounting）. From our perspective as economists, we see that many disciplines in business studies have drawn from the core of microeconomics for concepts and theoretical support. For example, the economic analyis of demand and price elasticity can be found in most marketing texts. The division of markets into four types——perfect competition, pure monopoly, monopolistic competition, and oligopoly——is generally the basis for the analysis of the competitive environment presented in books on corporate strategy and marketing strategy.6　　There are a number of other examples to be found. The economic concept of opportunity cost serves as the foundation for the analysis of relevant cost in managerial accounting and for the use of the "hurdle rate"7 in finance. As shown in chapter 2, opportunity cost also plays an important part in understanding how firms create "economic value" for their shareholders. Finally, in recent years, certain authors havelinked their managerial economics texts thematically with strategy and humanresources.8 Figure 1.1 illustrates our view that managerial economics is closely linkedwith many other disciplines in a business curriculum.

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