《管理经济学》第四章ppt课件.ppt

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1、Demand AnalysisChapter 4没有明确的价值取向和人生目标，实现自我人生价值就无从谈起。人生价值就是人生目标，就是人生责任。每承担一次责任OVERVIEWqMeasuring Market DemandqDemand Sensitivity Analysis:ElasticityqPrice Elasticity of DemandqPrice Elasticity and Marginal RevenueqPrice Elasticity and Optimal Pricing PolicyqCross-price Elasticity of DemandqIncome E

2、lasticity没有明确的价值取向和人生目标，实现自我人生价值就无从谈起。人生价值就是人生目标，就是人生责任。每承担一次责任Chapter 4KEY CONCEPTSnmarket demand curvenelasticitynendogenous variablesnexogenous variablesnpoint elasticitynarc elasticitynprice elasticity of demandnelastic demandnunitary elasticityninelastic demandnoptimal price formulansubstitutes

3、ncomplementsncrossprice elasticitynincome elasticitynnormal goodsninferior goods.ncounter-cyclicalnnoncyclical normal goodsncyclical normal goods没有明确的价值取向和人生目标，实现自我人生价值就无从谈起。人生价值就是人生目标，就是人生责任。每承担一次责任Measuring Market DemandnGraphing the Market Demand CurveqMarket demand is total demand.nEvaluating Ma

4、rket DemandqDemand differs among market segments.qAdd segment demand to get market demand.没有明确的价值取向和人生目标，实现自我人生价值就无从谈起。人生价值就是人生目标，就是人生责任。每承担一次责任Demand Sensitivity Analysis:ElasticitynElasticity ConceptqElasticity measures sensitivity.nPoint and Arc ElasticityqPoint elasticity reflects sensitivity of

5、 Y to small changes in X,X=Y/Y X/X.qArc elasticity reflects sensitivity of Y to big changes in X,EX=(Y2Y1)/(Y2+Y1)(X2-X1)/(X2+X1).n Advertising Elasticity Example没有明确的价值取向和人生目标，实现自我人生价值就无从谈起。人生价值就是人生目标，就是人生责任。每承担一次责任Price Elasticity of DemandnPrice Elasticity FormulaqPoint price elasticity,P=Q/Q P/P

6、.qIn all cases,P 1.qRevenue constant if P=1.qPrice cut decreases revenue if P 0 if P 1.qMR=0 if P=1.qMR 0 if P 0.nComplements have PX 0.nInferior goods have I 0.nTypes of Normal GoodsqNoncyclical goods have 0 I 1,demand is strongly affected by changing economic conditions.没有明确的价值取向和人生目标，实现自我人生价值就无从谈

7、起。人生价值就是人生目标，就是人生责任。每承担一次责任Relationship between income and product demandInferior goods(countercyclical)I0Basic foodstuffs,generic products,bus ridesNoncyclical normal goods0I1Automobiles,housing,vacation travel,capital equipment没有明确的价值取向和人生目标，实现自我人生价值就无从谈起。人生价值就是人生目标，就是人生责任。每承担一次责任Problem 1 nThe de

8、mand for personal computers can be characterized by the following point elasticities:P=-5,Psoftware=-4,and I=2.5.Indicate whether each of the following statements is true or false,and explain your answer.A.A price reduction for personal computers will increase both the number of units demanded and t

9、he total revenue of sellers.B.The cross-price elasticity indicates that a 5 percent reduction in the price of personal computers will cause a 20 percent increase in software demand.C.Demand for personal computers is price elastic and computers are cyclical normal goods.没有明确的价值取向和人生目标，实现自我人生价值就无从谈起。人

10、生价值就是人生目标，就是人生责任。每承担一次责任D.Falling software prices will increase revenues received by sellers of both computers and software.E.A 2 percent price reduction would be necessary to overcome the effects of a 1 percent decline in income.没有明确的价值取向和人生目标，实现自我人生价值就无从谈起。人生价值就是人生目标，就是人生责任。每承担一次责任Problem 2nIn an

11、effort to reduce excess end-of-the-model-year inventory,Harrison Ford offered a 1%discount off the average price of 4WD Escape Limited SUVs sold during the month of August.Customer response was wildly enthusiastic,with unit sales rising by 50%over the previous months level.A.Calculate the point pric

12、e elasticity of demand for Harrison Ford 4WD Escaped Limited SUVs sold during the month of August.B.Calculate the profit-maximizing price per unit if Harrison Ford has an average wholesale(invoice)cost of$27600 and incurs marginal selling costs of$330 per unit.没有明确的价值取向和人生目标，实现自我人生价值就无从谈起。人生价值就是人生目标

13、，就是人生责任。每承担一次责任Problem 3nEnchantment Cosmetics,Inc.,offers a line of cosmetic and perfume products marketed through leading department stores.Product manager Erica Kane recently raised the suggested retail price on a popular line of mascara products from$9 to$12 following increases in the costs of l

14、abor and materials.Unfortunately,sales dropped sharply from 16200 to 9000 units per month.In an effort to regain lost sales,Enchantment ran a coupon promotion featuring$5 off the new regular price.Coupon printing and distribution costs totaled$500 per month and represented a substantial increase ove

15、r the typical advertising budget of$3250 per month.Despite these added costs,the promotion was judged to be a success,as it proved to be highly popular with consumers.In the period prior to expiration,coupons were used on 40 percent of all purchases and monthly sales rose to 15000 units.没有明确的价值取向和人生

16、目标，实现自我人生价值就无从谈起。人生价值就是人生目标，就是人生责任。每承担一次责任A.Calculate the arc price elasticity implied by the initial response to the Enchantment price increase.B.Calculate the effective price reduction resulting from the coupon promotion.C.In light of the price reduction associated with the coupon promotion and as

17、suming no change in the price elasticity of demand,calculate Enchantments arc advertising elasticity.D.Why might the true arc advertising elasticity differ from that calculated in part C?没有明确的价值取向和人生目标，实现自我人生价值就无从谈起。人生价值就是人生目标，就是人生责任。每承担一次责任Problem 4n Desktop Publishing Software,Inc.,develops and ma

18、rkets software packages for business computers.Although sales have grown rapidly during recent years,the companys management fears that a recent onslaught of new competitors may severely retard future growth opportunities.Therefore,it believes that the time has come to“get big or get out.”The market

19、ing and accounting departments have provided management with the following monthly demand and cost information:P=$1000-$1Q TC=$50000+$100QMR=TR/Q=$1000-$2Q MC=TC/Q=$100没有明确的价值取向和人生目标，实现自我人生价值就无从谈起。人生价值就是人生目标，就是人生责任。每承担一次责任A.Set MR=0 and solve for Q to calculate monthly quantity,price,revenue,and profit at the short-run revenue-maximizing output level.B.Set MR=MC and solve for Q to calculate these same values for the short-run profit-maximizing level of output.C.When would short-run revenue maximization lead to long-run profit maximization?