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管理经济学(第4版修订版)

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《管理经济学(第4版修订版)》以深入浅出的论述、生动有趣的案例、专业而准确的翻译,在众多同类教材中脱颖而出,畅销+余年。它让读者从中认识到经济学原理作为决策工具的真正价值。
第4版修订版特别新增了部分章后习题答案,希望能为使用《管理经济学(第4版修订版)》的学习者提供一些帮助。
Content Description

由美国著名经济学家、犹他州立大学经济学教授H·克雷格·彼得森和W·克里斯刘易斯合著的《管理经济学》,是一本在国际管理学界很有影响、独具特色的优秀教材。作者不仅深入浅出地阐述了管理经济学的基本概念和基本原理,而且运用这些原理分析了管理者经常面对的决策问题,并给出了有效的解决方案;书中还配有大量生动的案例,典型的例题和练习题,以帮助读者学习和掌握管理经济学的原理及其应用过程。
《管理经济学(第4版修订版)》第3版、第4版在我国翻译出版后,受到全国各地管理专业师生和企业管理者的普遍好评,历经十余年畅销不衰。第4版修订版特别新增了部分章后习题解答。
《管理经济学(第4版修订版)》适合作为高校MBA、研究生和本科高年级学生的“管理经济学”课程教材,企业相关培训用书;也可作为管理咨询和研究人员,以及对管理经济学感兴趣的自学者的学习用书。
Catalogue

第I篇 导言
第1章 绪论
经济活动的循环流动
企业的性质
经济利润的概念
市场体系中的利润
经济学与决策
附录现值分析

第2章 基本训练
函数关系:总函数、平均函数和边际函数
经济模型
概率和概率分布
附录微分学与管理经济学
综合案例

第Ⅱ篇 需求
第3章 需求理论与分析
个人需求
市场需求
总收人和边际收人
价格弹性
收入弹性
交叉弹性
附录在需求曲线背后:消费者选择理论

第4章 回归技术与需求估计
回归技术
需求估计
回归分析中的问题

第5章 商业与经济预测
数据的来源
时间序列分析法
气压表式预测法
投入/产出分析法

第Ⅲ篇 生产与成本
第6章 生产理论与分析
生产函数
用一个可变投入要素生产
用两个可变投入要素生产
规模经济性和范围经济性
生产函数的估计

第7章 成本理论与分析
成本的经济概念
生产与成本
短期成本函数
长期成本函数
成本理论中的几个专题
成本函数的估计

第8章 线性规划
线性规划的应用
线性假设
有约束条件下的利润最大化
有约束条件下的成本最低化
线性规划中的几个特殊问题
对偶问题
综合案例

第Ⅳ篇 市场结构
第9章 完全竞争和垄断
市场结构
完全竞争
垄断
为什么要讨论完全竞争和垄断

第10章 垄断性竞争、寡头垄断和进入障碍
垄断性竞争
寡头垄断
市场结构和进入障碍
广告

第11章 博弈论和策略行为
博弈论导论
博弈论和寡头垄断
阻止进入的策略行为
综合案例

第V篇 定价决策
第12章 物品和服务的定价
多产品定价法
差别定价法
成套产品定价法
高峰负荷定价法
成本加成定价法

第13章 投入要素的定价和使用
投入要素的价格和使用量的确定
产出和投入决策之间的对应关系
经济租金
工资和收入差别
工会
最低工资法
综合案例

第Ⅵ篇 风险和资本预算
第14章 风险与决策
风险的概念
风险与决策
风险管理
决策树分析

第15章 资本预算
股东价值最大化和资本预算
资本预算过程
资本成本
兼并与收购
综合案例

第Ⅶ篇 技术变革和布点理论
第16章 全球经济中的技术变革
技术变革的影响
技术变革和市场结构
产业创新
技术和环境预测

第17章 全球经济中的企业布点
布点的基本原理
市场范围的确定
布点门槛分析
工业企业的选点
全球经济中的企业布点
综合案例

第Ⅶ篇 企业决策与政府
第18章 税收和决策
消费税
对利润征税
对投入要素征税
财产税
纳税优惠

第19章 反托拉斯和管制
反托拉斯政策
对公共公用事业的管制
价格控制
综合案例
部分课后习题解答
附表
Book Abstract

调查数据的另一个潜在问题是,被调查人的回答不一定成为其实际行为。就是说,消费者不一定是按所说的去做的。这一缺点可以通过市场实验部分地得到克服。这种市场实验有助于在一种产品全面进入市场,或在执行一项政策之前就获得所需要的数据。
为了进行市场实验,企业首先是选定试验市场。这一市场可以包括若干城市、一个地区或从邮寄名单中取得的一个消费者样本。一旦选定了市场,实验可以具有不同的特点。它可以用来评估试验市场中的消费者对一种新产品的感觉;也可以对一种现有产品在不同城市里制定不同的价格以确定它的需求弹性;还可以用来试验消费者对一次新的广告活动的反应。
在选择试验市场时,经理们应考虑以下几个因素。第一,地区不宜太大。如果地区选得太大,就可能很费钱,而且指导实验和分析结果都会遇到困难。第二,试验市场里居民的一些特征,如年龄、受教育程度和收入应当和整个美国的人口相似。否则,实验结果对其他地区就不适用。最后,应当有可能只向被试验人群做广告。
市场实验优于调查之处在于它反映消费者的实际行为,但它仍具有局限性。一个问题是它有风险。如果在试验市场里产品价格上涨,消费者可能转而购买竞争者的产品。一旦实验结束,价格回落到原来的水平,企业可能很难重新得到那些顾客。另一个问题是企业无法控制影响需求的所有因素。坏天气、经济条件的变化或竞争者的策略等,都有可能影响市场实验的结果。最后,由于大多数实验的时间相对较短,消费者有可能不完全知道价格或广告的变化。因而,他们的反应可能低估了这些变化可能带来的影响。
Introduction

管理经济学是企业管理课程中一门颇具吸引力的基础学科,但对有些学生来说,学这门课可能很困难。掌握这门课程要求在对稀缺资源进行决策分析时,对经济学的基本概念是如何与数学工具和统计学相结合有一个很好的了解。但在学习管理经济学的过程中,学生们很容易陷入数据、图表、方程和定义的细节,结果是他们往往未能充分认识到经济学原理作为决策工具的真正价值。
讲授管理经济学的部分困难来自现有教科书的局限性。有些教科书把大量时间用于数据的演算、方程的推导和对统计学的一些难点的解释,以致学生们对经济学的基本原理不能很好地掌握。还有一些教科书对这些原理进行详尽的讨论,但却不能使学生懂得如何应用书中的概念。在本书中,我们所用的方法是尽量直截了当地重点讨论概念和应用。
目标
编写本书的目的主要有两个。一是试图向学生们全面而精确地介绍微观经济学的基本原理。爱因斯坦曾说,事情应当做得越简单越好。在这本教材里,我们力求遵循这一忠告。为了集中讨论基本的经济学原理,我们尽量避免涉及深奥的和枝节性的问题。但是,难懂的概念,如果认为对于决策很重要,也就包括在内。在解释这些概念时,我们特别注意做到清楚和深入浅出。
二是要说明经济理论是怎样用来改进决策的。这一目标是通过在全书使用概念/例题的形式来实现的。方法是首先介绍管理经济学的基本概念,然后用这些原理来分析经理们面临的决策。另外,每一章都有许多案例和例题用来解释重要原理和引起人们对有关题目的兴趣。概念/例题形式的使用,使学生能更好地懂得在决策中如何应用经济学原理,这就提高了这本教材的可读性,更便于学生学习。

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