管理经济学（英文） 全套课件.ppt

Chapter 1: Managers and Economics Two Perspectives of Economics Microeconomics Analyzes the decisions that individual consumers, firms, and industries make as they operate in a market economy Macroeconomics Focuses on the overall level of economic activity, changes in price level, and amount of unemployment Important Definitions Managerial economics When microeconomics is applied to business decision making Price Amount of money charged for different goods and services in a market economy Important Definitions Output Products sold by a firm Input Resources such as land, labor, capital, raw materials, and entrepreneurship Microeconomic Influences on Managers Relative prices The price of one good in relation to the price of another similar good Markets The institutions and mechanisms used for the buying and selling of goods and services Major Types of Markets Characteristics of Markets Number of firms competing with one another Whether products sold are differentiated or undifferentiated Whether entry into the market is easy or difficult Amount of information available to market participants Perfect Competition Characteristics A large number of firms in the market Undifferentiated product Ease of entry into the market Complete information available to all market participants Perfect Competition: Assumption 1 Behavior of an individual firm is distinguished from the outcomes for the entire market or industry Price-taker A firm cannot influence the price of its product and therefore can sell any amount of output at that price Perfect Competition: Assumption 2 No product differentiation Consumers do not care about the identity of a specific supplier Purchase is based largely on price of the product Perfect Competition: Assumption 3 Entry into the market is costless If a perfectly competitive firm is making a profit, other firms will enter the industry to attempt to earn profits also Perfect Competition: Assumption 4 Complete information is available to all market parti