دانلود کتاب Managerial Economics and Strategy (The Pearson Series in Economics)

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Cover Half Title Page Title Page Copyright Page Brief Contents Contents Preface Chapter 1 Introduction 1.1 Managerial Decision Making Profit Trade‐Offs Other Decision Makers Strategy 1.2 Economic Models Mini‐Case Using an Income Threshold Model in China Simplifying Assumptions Testing Theories Positive and Normative Statements Summary Chapter 2 Supply and Demand Managerial Problem Carbon Taxes 2.1 Demand The Demand Curve The Demand Function Using Calculus Deriving the Slope of a Demand Curve Summing Demand Curves Mini‐Case Summing Corn Demand Curves 2.2 Supply The Supply Curve The Supply Function Summing Supply Curves 2.3 Market Equilibrium Using a Graph to Determine the Equilibrium Using Algebra to Determine the Equilibrium Forces That Drive the Market to Equilibrium 2.4 Shocks to the Equilibrium Effects of a Shift in the Demand Curve Q&A 2.1 Effects of a Shift in the Supply Curve Managerial Implication Taking Advantage of Future Shocks Effects of Shifts in both Supply and Demand Curves Mini‐Case Genetically Modified Foods Q&A 2.2 2.5 Effects of Government Interventions Policies That Shift Curves Mini‐Case Occupational Licensing Price Controls Mini‐Case Venezuelan Price Ceilings and Shortages Sales Taxes Q&A 2.3 Managerial Implication Cost Pass‐Through 2.6 When to Use the Supply‐and‐Demand Model Managerial Solution Carbon Taxes Summary Questions Chapter 3 Empirical Methods for Demand Analysis Managerial Problem Estimating the Effect of an iTunes Price Change 3.1 Elasticity The Price Elasticity of Demand Managerial Implication Changing Prices to Calculate an Arc Elasticity Q&A 3.1 Mini‐Case Demand Elasticities for Google Play and Apple Apps Using Calculus The Point Elasticity of Demand Elasticity Along the Demand Curve Q&A 3.2 Other Demand Elasticities Mini‐Case Anti‐Smoking Policies May Reduce Drunk Driving Demand Elasticities over Time Other Elasticities Estimating Demand Elasticities 3.2 Regression Analysis A Demand Function Example Mini‐Case The Portland Fish Exchange Multivariate Regression Q&A 3.3 Goodness of Fit and the R2 Statistic Managerial Implication Focus Groups 3.3 Properties and Statistical Significance of ‐Estimated Coefficients Repeated Samples Desirable Properties for Estimated Coefficients A Focus Group Example Confidence Intervals Hypothesis Testing and Statistical Significance 3.4 Regression Specification Selecting Explanatory Variables Mini‐Case Determinants of CEO Compensation Q&A 3.4 Functional Form Managerial Implication Experiments 3.5 Forecasting Extrapolation Theory‐Based Econometric Forecasting Managerial Solution Estimating the Effect of an iTunes Price Change Summary Questions Chapter 4 Consumer Choice Managerial Problem Paying Employees to Relocate 4.1 Consumer Preferences Properties of Consumer Preferences Mini‐Case You Can’t Have Too Much Money Preference Maps 4.2 Utility Utility Functions Ordinal and Cardinal Utility Marginal Utility Using Calculus Marginal Utility Marginal Rates of Substitution 4.3 The Budget Constraint Slope of the Budget Line Using Calculus The Marginal Rate of Transformation Effects of a Change in Price on the ‐Opportunity Set Effects of a Change in Income on the ‐Opportunity Set Q&A 4.1 Mini‐Case Rationing Q&A 4.2 4.4 Constrained Consumer Choice The Consumer’s Optimal Bundle Q&A 4.3 Mini‐Case Why Americans Buy More E‐Books Than Do Germans Q&A 4.4 Promotions Managerial Implication Designing Promotions 4.5 Deriving Demand Curves 4.6 Behavioral Economics Tests of Transitivity Endowment Effects Mini‐Case How You Ask the Question Matters Salience Managerial Implication Simplifying ‐Consumer Choices Managerial Solution Paying Employees to Relocate Summary Questions Appendix 4A The Marginal Rate of Substitution Appendix 4B The Consumer Optimum Chapter 5 Production Managerial Problem Labor Productivity During Recessions 5.1 Production Functions 5.2 Short‐Run Production The Total Product Function The Marginal Product of Labor Using Calculus Calculating the Marginal Product of Labor Q&A 5.1 The Average Product of Labor Graphing the Product Curves The Law of Diminishing Marginal Returns Mini‐Case Malthus and the Green Revolution 5.3 Long‐Run Production Isoquants Mini‐Case A Semiconductor Isoquant Substituting Inputs Q&A 5.2 Using Calculus Cobb‐Douglas Marginal Products 5.4 Returns to Scale Constant, Increasing, and Decreasing Returns to Scale Q&A 5.3 Mini‐Case Returns to Scale for Crocs Varying Returns to Scale Managerial Implication Small Is Beautiful 5.5 Innovation Process Innovation Mini‐Case Robots and the Food You Eat Organizational Innovation Mini‐Case A Good Boss Raises Productivity Managerial Solution Labor Productivity During Recessions Summary Questions Chapter 6 Costs Managerial Problem Technology Choice at Home Versus Abroad 6.1 The Nature of Costs Opportunity Costs Mini‐Case The Opportunity Cost of an MBA Q&A 6.1 Costs of Durable Inputs Sunk Costs Managerial Implication Ignoring Sunk Costs 6.2 Short‐Run Costs Common Measures of Cost Using Calculus Calculating Marginal Cost Cost Curves Production Functions and the Shapes of Cost Curves Using Calculus Calculating Cost Curves Short‐Run Cost Summary 6.3 Long‐Run Costs Mini‐Case Short Run Versus Long Run in the Sharing Economy Input Choice Managerial Implication Cost Minimization by Trial and Error Mini‐Case The Internet and Outsourcing Q&A 6.2 The Shapes of Long‐Run Cost Curves Mini‐Case Economies of Scale at Google Q&A 6.3 Long‐Run Average Cost as the Envelope of Short‐Run Average Cost Curves Mini‐Case Long‐Run Cost Curves in Beer Manufacturing and Oil Pipelines 6.4 The Learning Curve Mini‐Case Learning by Drilling 6.5 The Costs of Producing Multiple Goods Mini‐Case Medical Economies of Scope Managerial Solution Technology Choice at Home Versus Abroad Summary Questions Appendix 6A Long‐Run Cost Minimization Chapter 7 Firm Organization and Market Structure Managerial Problem Clawing Back Bonuses 7.1 Ownership and Governance of Firms Private, Public, and Nonprofit Firms Mini‐Case Chinese State‐Owned Enterprises Ownership of For‐Profit Firms Firm Governance 7.2 Profit Maximization Profit Two Steps to Maximizing Profit Using Calculus Maximizing Profit Q&A 7.1 Managerial Implication Marginal Decision Making Profit over Time Managerial Implication Stock Prices Versus Profit 7.3 Owners’ Versus Managers’ Objectives Consistent Objectives Q&A 7.2 Conflicting Objectives Q&A 7.3 Mini‐Case Company Jets Corporate Social Responsibility Monitoring and Controlling a Manager’s Actions Takeovers and the Market for Corporate Control Mini‐Case The Yahoo! Poison Pill 7.4 The Make or Buy Decision Stages of Production Vertical Integration Profitability and the Supply Chain Decision Mini‐Case Vertical Integration at Zara Mini‐Case Aluminum Market Size and the Life Cycle of a Firm 7.5 Market Structure The Four Main Market Structures Comparison of Market Structures Road Map to the Rest of the Book Managerial Solution Clawing Back Bonuses Summary Questions Appendix 7A Interest Rates, Present Value, and Future Value Chapter 8 Competitive Firms and Markets Managerial Problem The Rising Cost of Keeping On Truckin’ 8.1 Perfect Competition Characteristics of a Perfectly Competitive Market Deviations from Perfect Competition 8.2 Competition in the Short Run How Much to Produce Q&A 8.1 Using Calculus Profit Maximization with a Specific Tax Whether to Produce Mini‐Case Fracking and Shutdowns Managerial Implication Sunk Costs and the Shutdown Decision The Short‐Run Firm Supply Curve The Short‐Run Market Supply Curve Short‐Run Competitive Equilibrium 8.3 Competition in the Long Run Long‐Run Competitive Profit Maximization The Long‐Run Firm Supply Curve Mini‐Case The Size of Ethanol Processing Plants The Long‐Run Market Supply Curve Mini‐Case Entry and Exit of Solar Power Firms Mini‐Case An Upward‐Sloping Long‐Run Supply Curve for Cotton Long‐Run Competitive Equilibrium Q&A 8.2 Zero Long‐Run Profit with Free Entry 8.4 Competition Maximizes Economic Well‐Being Consumer Surplus Managerial Implication Willingness to Pay on eBay Producer Surplus Q&A 8.3 Q&A 8.4 Competition Maximizes Total Surplus Mini‐Case The Deadweight Loss of Christmas Presents Effects of Government Intervention Q&A 8.5 Managerial Solution The Rising Cost of Keeping On Truckin’ Summary Questions Chapter 9 Monopoly Managerial Problem Brand‐Name and Generic Drugs 9.1 Monopoly Profit Maximization Marginal Revenue Using Calculus Deriving a Monopoly’s Marginal Revenue Function Q&A 9.1 Choosing Price or Quantity Two Steps to Maximizing Profit Using Calculus Solving for the Profit‐Maximizing Output Effects of a Shift of the Demand Curve 9.2 Market Power Market Power and the Shape of the Demand Curve Managerial Implication Checking Whether the Firm Is Maximizing Profit Mini‐Case Cable Cars and Profit Maximization The Lerner Index Mini‐Case Apple’s iPad Q&A 9.2 Sources of Market Power 9.3 Market Failure Due to Monopoly Pricing Q&A 9.3 9.4 Causes of Monopoly Cost‐Based Monopoly Q&A 9.4 Government Creation of Monopoly Mini‐Case The Canadian Medical Marijuana Market Mini‐Case Botox 9.5 Advertising Deciding Whether to Advertise How Much to Advertise Using Calculus Optimal Advertising Q&A 9.5 Mini‐Case Super Bowl Commercials 9.6 Networks, Dynamics, and Behavioral ‐Economics Network Externalities Network Externalities and Behavioral Economics Network Externalities as an Explanation for Monopolies Mini‐Case Critical Mass and eBay Managerial Implication Introductory Prices Managerial Solution Brand‐Name and Generic Drugs Summary Questions Chapter 10 Pricing with Market Power Managerial Problem Sale Prices 10.1 Conditions for Price Discrimination Why Price Discrimination Pays Mini‐Case Disneyland Pricing Which Firms Can Price Discriminate Managerial Implication Preventing Resale Mini‐Case Preventing Resale of Designer Bags Not All Price Differences Are Price Discrimination Types of Price Discrimination 10.2 Perfect Price Discrimination How a Firm Perfectly Price Discriminates Perfect Price Discrimination Is Efficient but Harms Some Consumers Mini‐Case Botox Revisited Q&A 10.1 Individual Price Discrimination Mini‐Case Google Uses Bidding for Ads to Price Discriminate 10.3 Group Price Discrimination Group Price Discrimination with Two Groups Using Calculus Maximizing Profit for a Group Discriminating Monopoly Q&A 10.2 Identifying Groups Managerial Implication Discounts Effects of Group Price Discrimination on Total Surplus 10.4 Nonlinear Price Discrimination 10.5 Two‐Part Pricing Two‐Part Pricing with Identical Consumers Two‐Part Pricing with Differing Consumers Mini‐Case Available for a Song 10.6 Bundling Pure Bundling Mixed Bundling Q&A 10.3 Requirement Tie‐In Sales Managerial Implication Ties That Bind 10.7 Peak‐Load Pricing Mini‐Case Downhill Pricing Managerial Solution Sale Prices Summary Questions Chapter 11 Oligopoly and Monopolistic Competition Managerial Problem Gaining an Edge from Government Aircraft Subsidies 11.1 Cartels Why Cartels Succeed or Fail Mini‐Case The Apple‐Google‐Intel‐Adobe‐Intuit‐Lucasfilm‐Pixar Wage Cartel Maintaining Cartels Mini‐Case Cheating on the Maple Syrup Cartel 11.2 Cournot Oligopoly Airlines Using Calculus Deriving a Cournot Firm’s Marginal Revenue The Number of Firms Mini‐Case Mobile Phone Number Portability Nonidentical Firms Q&A 11.1 Q&A 11.2 Managerial Implication Differentiating a Product Through Marketing Mergers Mini‐Case Acquiring Versus Merging 11.3 Bertrand Oligopoly Identical Products Differentiated Products 11.4 Monopolistic Competition Managerial Implication Managing in the Monopolistically Competitive Food Truck Market Equilibrium Q&A 11.3 Profitable Monopolistically Competitive Firms Mini‐Case Zoning Laws as a Barrier to Entry by Hotel Chains Managerial Solution Gaining an Edge from Government Aircraft Subsidies Summary Questions Appendix 11A Cournot Oligopoly with Many Firms Appendix 11B Nash‐Bertrand Equilibrium Chapter 12 Game Theory and Business Strategy Managerial Problem Dying to Work 12.1 Oligopoly Games Dominant Strategies Best Responses Failure to Maximize Joint Profits Mini‐Case Strategic Advertising Q&A 12.1 12.2 Types of Nash Equilibria Multiple Equilibria Mini‐Case Timing Radio Ads Mixed‐Strategy Equilibria Mini‐Case Competing E‐Book Formats Q&A 12.2 12.3 Information and Rationality Incomplete Information Managerial Implication Solving Coordination Problems Rationality Managerial Implication Using Game Theory to Make Business Decisions 12.4 Bargaining Bargaining Games The Nash Bargaining Solution Q&A 12.3 Using Calculus Maximizing the Nash Product Mini‐Case Nash Bargaining over Coffee Inefficiency in Bargaining 12.5 Auctions Elements of Auctions Bidding Strategies in Private‐Value Auctions Mini‐Case Experienced Bidders The Winner’s Curse Managerial Implication Auction Design Managerial Solution Dying to Work Summary Questions Chapter 13 Strategies over Time Managerial Problem Intel and AMD’s Advertising Strategies 13.1 Repeated Games Strategies and Actions in Dynamic Games Cooperation in a Repeated Prisoner’s Dilemma Game Mini‐Case Tit‐for‐Tat Strategies in Trench Warfare Implicit Versus Explicit Collusion Finitely Repeated Games 13.2 Sequential Games Stackelberg Oligopoly Credible Threats Q&A 13.1 13.3 Deterring Entry Exclusion Contracts Mini‐Case Pay‐for‐Delay Agreements Limit Pricing Mini‐Case Pfizer Uses Limit Pricing to Slow Entry Q&A 13.2 Entry Deterrence in a Repeated Game 13.4 Cost and Innovation Strategies Investing to Lower Marginal Cost Learning by Doing Raising Rivals’ Costs Q&A 13.3 Mini‐Case Auto Union Negotiations 13.5 Disadvantages of Moving First The Holdup Problem Mini‐Case Venezuelan Nationalization Managerial Implication Avoiding Holdups Too‐Early Product Innovation Mini‐Case Advantages and Disadvantages of Moving First 13.6 Behavioral Game Theory Ultimatum Games Mini‐Case GM’s Ultimatum Levels of Reasoning Managerial Implication Taking Advantage of ‐Limited Strategic Thinking Managerial Solution Intel and AMD’s ‐Advertising Strategies Summary Questions Appendix 13A A Mathematical Approach to Stackelberg Oligopoly Chapter 14 Managerial Decision Making Under Uncertainty Managerial Problem BP’s Risk and Limited Liability 14.1 Assessing Risk Probability Expected Value Q&A 14.1 Variance and Standard Deviation Managerial Implication Summarizing Risk 14.2 Attitudes Toward Risk Expected Utility Risk Aversion Q&A 14.2 Using Calculus Diminishing Marginal Utility of Wealth Mini‐Case Stocks’ Risk Premium Risk Neutrality Risk Preference Mini‐Case Gambling Risk Attitudes of Managers 14.3 Reducing Risk Obtaining Information Mini‐Case Bond Ratings Diversification Managerial Implication Diversify Your Savings Insurance Q&A 14.3 Mini‐Case Limited Insurance for Natural Disasters 14.4 Investing Under Uncertainty Risk‐Neutral Investing Risk‐Averse Investing Q&A 14.4 14.5 Behavioral Economics and Uncertainty Biased Assessment of Probabilities Mini‐Case Biased Estimates Violations of Expected Utility Theory Prospect Theory Managerial Implication Loss Aversion Contracts Managerial Solution BP’s Risk and Limited Liability Summary Questions Chapter 15 Asymmetric Information Managerial Problem Limiting Managerial Incentives 15.1 Adverse Selection Adverse Selection in Insurance Markets Products of Unknown Quality Q&A 15.1 Q&A 15.2 Mini‐Case Reducing Consumers’ Information 15.2 Reducing Adverse Selection Restricting Opportunistic Behavior Equalizing Information Managerial Implication Using Brand Names and Warranties as Signals Mini‐Case Discounts for Data Mini‐Case Adverse Selection and Remanufactured Goods 15.3 Moral Hazard Moral Hazard in Insurance Markets Moral Hazard in Principal‐Agent Relationships Mini‐Case Selfless or Selfish Doctors? Q&A 15.3 15.4 Using Contracts to Reduce Moral Hazard Fixed‐Fee Contracts Contingent Contracts Mini‐Case Sing for Your Supper Q&A 15.4 15.5 Using Monitoring to Reduce Moral Hazard Hostages Mini‐Case Capping Oil and Gas Bankruptcies Managerial Implication Efficiency Wages After‐the‐Fact Monitoring Managerial Solution Limiting Managerial Incentives Summary Questions Chapter 16 Government and Business Managerial Problem Licensing Inventions 16.1 Market Failure and Government Policy The Pareto Principle Cost‐Benefit Analysis 16.2 Regulation of Imperfectly Competitive Markets Regulating to Correct a Market Failure Q&A 16.1 Mini‐Case Natural Gas Regulation Regulatory Capture Applying the Cost‐Benefit Principle to Regulation 16.3 Antitrust Law and Competition Policy Mergers Mini‐Case Are Monopoly Mergers Harmful? Predatory Actions Vertical Relationships Mini‐Case Piping Up about Exclusive Dealing 16.4 Externalities The Inefficiency of Competition with ‐Externalities Reducing Externalities Mini‐Case Pulp and Paper Mill Pollution and Regulation Q&A 16.2 Mini‐Case Why Tax Drivers The Coase Theorem Managerial Implication Buying a Town 16.5 Open‐Access, Club, and Public Goods Open‐Access Common Property Mini‐Case Spam Club Goods Mini‐Case Piracy Public Goods 16.6 Intellectual Property Patents Q&A 16.3 Managerial Implication Trade Secrets Copyright Protection Managerial Solution Licensing Inventions Summary Questions Chapter 17 Global Business Managerial Problem Responding to Exchange Rates 17.1 Reasons for International Trade Comparative Advantage Q&A 17.1 Managerial Implication Brian May’s Comparative Advantage Increasing Returns to Scale Mini‐Case Barbie Doll Varieties 17.2 Exchange Rates Determining the Exchange Rate Exchange Rates and the Pattern of Trade Managerial Implication Limiting Arbitrage and Gray Markets Managing Exchange Rate Risk 17.3 International Trade Policies Quotas and Tariffs in Competitive Markets Mini‐Case Russian Food Ban Q&A 17.2 Rent Seeking Noncompetitive Reasons for Trade Policy Mini‐Case Dumping and Countervailing Duties for Solar Panels Trade Liberalization and the World Trading System Trade Liberalization Problems 17.4 Multinational Enterprises Becoming a Multinational Mini‐Case What’s an American Car? International Transfer Pricing Q&A 17.3 Mini‐Case Profit Repatriation 17.5 Outsourcing Managerial Solution Responding to Exchange Rates Summary Questions Answers to Selected Questions Definitions References Sources for Managerial Problems, Mini‐Cases, and Managerial Implications Index Credits