管理经济学基础（英文改编，送网上教学资源）

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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

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管理经济学基础

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