管理经济学课件1
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Maurice （原书第8版，中译本，机械工业出版社）
管理经济学，马克。赫斯切（Mark Hirschey原书第10版，
机械工业出版社 ）
管理经济学，H克雷格。彼得森；w。克里斯。刘易斯，
（第4版，中国人民大学出版社）
3. Where is it
Where is it 管理经济学所处的位置
3.1 What is Economics ? 经济学是什么 ?
Is it useful?
Student of managerial economics: Will I ever use this? Professor: Only if your career is successful.
5. Some preliminaries 预备知识:
Three Basic Economic Assumptions
Managerial Economics
Chen Hongjun Henan University of Technology
Managerial Economics
Instructor
Chen Hongjun Personal Email: foryouforyou@126.com
Public Email: foryou4u@126.com Pass word: cooool
经济学的三大假设
(1). Scarcity资源是稀缺的
经济学一开篇：没有稀缺就没有 经济学
Resources of a community are limited, however the people’s wants are unlimited.
Both individuals and nations have limited resources Nations have a limited number of factories, machines, workers, and natural resources. Individuals have only so much money and so much time Your family can’t provide all wants for a household. society can’t possibly provide everything that its people want. 人民众而货财寡 -- 《韩非子.备内》 铝比金子还贵
Economic cost of Using Resources
Resource :market-supplied resources (人工，原材料，
设备，即资源为他人所有，企业通过雇佣，租借或租赁形式 获得) and owner-supplied resources（所有者投入的资 金，时间和劳动，以及企业拥有和使用的土地，建筑物或设 备资产）
Thus, economics is the study of Human Behavior!
Economic agents
The real world: an incredible diversity
Size: from corner store to Microsoft Operations: from one outlet to almost all countries Diversity:
Approach to this class
Review economic theory Add mathematical models to basic economic theory Apply statistical models to understand and predict firm demand Interpret and communicate results Goal is to apply economic theory and tools to business analysis
百度文库
(3)Rationality 个体理性假设
在既定约束条件下，最优化个人既定目 标（或效用目标）
理性意味着：根据成本收益准则进行决策 The Cost-Benefit Principle 个人理性行为可分为两个层次： 一. 效用目标：每个人都有幸福的追求 二. 最小代价实现效用目标
“how we organize our institutions, how we think, and how we behave are determined by how we get our bread.‖ - John F. Henry
1. Outline for today
Introductions Discussion of Course Requirements Course Introduction Ch.1 Managers,Profits, and Markets
The Cornell Notetaking System
Opportunity cost: what a firm’s owners give up to use
resources to produce goods or services.(听课的机会成本,工 作还是读研？ )
Economic cost of Using Resources
Total economic cost=Explicit costs of market-supplied resources(the monetary payments to resource owners) + Implicit Costs of Owner-supplied resources(the returns forgone by not taking the owners’ resources to market)
--早期 --劳动力稀缺---经济学理论建立在劳动 的基础上 --后来 --土地，资本稀缺 --新理论 --经济的发展 -海洋，水，大气，稀缺 --现代经济学注意力：生 态，环保
（2）Self-interest 自利
人是自利的，总要追求自己的利益最大化
利己—假设是必要的，符合现实的，无利不起早 利他– 否认了个人利益：一大二公，毫不利己、专 门利人 佛曰：我不下地狱, 谁下地狱
总经济成本=市场供给资源的显性成本+自有资源的隐性成本
Economic profit versus Accounting Profit
Economic profit=Total revenue – Total economic cost = Total revenue – Explicit costs – Implicit costs Accounting profit=Total revenue – Explicit costs
Economics is an empirical science resting on the assertion or postulate of selfishness or self-interest to explain human behavior. 经济学是一门实证科学，基于「自利」 的假设，去解释人类的行为。
3.2. The Scope of Economics
Microeconomics is the study of decision
making by firms, households and individuals.
研究经济行为人的个体行为以及其行为之间的相互作用。
Macroeconomics is the study of the economy
Should I do activity x? C(x) = the costs of doing x
B(x) = the benefits of doing x
If B(x) > C(x), do x; otherwise don't.
Ch.1 Managers,Profits, and Markets
2. Reading list
Managerial Economics（管理经济学）
Christopher R.Thomas and S.Charles Maurice (2005 8th edition机械工业出版社) 管理经济学， Christopher R.Thomas and S.Charles
from single product (wheat farm) to many (Sony) From one industry to many
Ownership: from sole proprietor to multinational listed company Structure:
舆人欲人富贵，棺人欲人死丧，人不贵则舆不 用，人不死则棺不买，非有人贼，利在其中 -- 《韩非子.备内》
经济学家相信，一个法制社会，只要保证严格的法律 和秩序，每个人在追求自身利益的同时，也就是在为 社会利益服务。 Invisible Hand Smith tried to show that, in a free market, an individual pursuing his own self-interest tends to also promote the good of his community as a whole through a principle that he called ―the invisible hand‖. He argued that each individual maximizing revenue for himself maximizes the total revenue of society as a whole, as this is identical with the sum total of individual revenues.
from one person operations to multi-department From sole operations (production to sale) to specialisation in manufacturing, wholesale, retail, marketing, consulting…
as a whole, or major sectors of the economy.
研究整体经济（产出，失业，通货膨胀） 研究两件事：长期的经济增长和短期的经济波动
4. What is Managerial Economics?
Application of economic theory and analytical tools to help managers make better decisions. Draws primarily on applied microeconomics. Goal of this course is to show how these tools can be used.
The Cost-Benefit Principle
An individual (or a firm or a society) should take an action if, and only if, the extra benefits from taking the action are at least as great as the extra costs
What is Economics?
Study of how economic agents choose to use their scarce resources.
Scarcity Necessitates Choice
Who are economic agents? We develop theories and models to explain their behavior.
管理经济学，马克。赫斯切（Mark Hirschey原书第10版，
机械工业出版社 ）
管理经济学，H克雷格。彼得森；w。克里斯。刘易斯，
（第4版，中国人民大学出版社）
3. Where is it
Where is it 管理经济学所处的位置
3.1 What is Economics ? 经济学是什么 ?
Is it useful?
Student of managerial economics: Will I ever use this? Professor: Only if your career is successful.
5. Some preliminaries 预备知识:
Three Basic Economic Assumptions
Managerial Economics
Chen Hongjun Henan University of Technology
Managerial Economics
Instructor
Chen Hongjun Personal Email: foryouforyou@126.com
Public Email: foryou4u@126.com Pass word: cooool
经济学的三大假设
(1). Scarcity资源是稀缺的
经济学一开篇：没有稀缺就没有 经济学
Resources of a community are limited, however the people’s wants are unlimited.
Both individuals and nations have limited resources Nations have a limited number of factories, machines, workers, and natural resources. Individuals have only so much money and so much time Your family can’t provide all wants for a household. society can’t possibly provide everything that its people want. 人民众而货财寡 -- 《韩非子.备内》 铝比金子还贵
Economic cost of Using Resources
Resource :market-supplied resources (人工，原材料，
设备，即资源为他人所有，企业通过雇佣，租借或租赁形式 获得) and owner-supplied resources（所有者投入的资 金，时间和劳动，以及企业拥有和使用的土地，建筑物或设 备资产）
Thus, economics is the study of Human Behavior!
Economic agents
The real world: an incredible diversity
Size: from corner store to Microsoft Operations: from one outlet to almost all countries Diversity:
Approach to this class
Review economic theory Add mathematical models to basic economic theory Apply statistical models to understand and predict firm demand Interpret and communicate results Goal is to apply economic theory and tools to business analysis
百度文库
(3)Rationality 个体理性假设
在既定约束条件下，最优化个人既定目 标（或效用目标）
理性意味着：根据成本收益准则进行决策 The Cost-Benefit Principle 个人理性行为可分为两个层次： 一. 效用目标：每个人都有幸福的追求 二. 最小代价实现效用目标
“how we organize our institutions, how we think, and how we behave are determined by how we get our bread.‖ - John F. Henry
1. Outline for today
Introductions Discussion of Course Requirements Course Introduction Ch.1 Managers,Profits, and Markets
The Cornell Notetaking System
Opportunity cost: what a firm’s owners give up to use
resources to produce goods or services.(听课的机会成本,工 作还是读研？ )
Economic cost of Using Resources
Total economic cost=Explicit costs of market-supplied resources(the monetary payments to resource owners) + Implicit Costs of Owner-supplied resources(the returns forgone by not taking the owners’ resources to market)
--早期 --劳动力稀缺---经济学理论建立在劳动 的基础上 --后来 --土地，资本稀缺 --新理论 --经济的发展 -海洋，水，大气，稀缺 --现代经济学注意力：生 态，环保
（2）Self-interest 自利
人是自利的，总要追求自己的利益最大化
利己—假设是必要的，符合现实的，无利不起早 利他– 否认了个人利益：一大二公，毫不利己、专 门利人 佛曰：我不下地狱, 谁下地狱
总经济成本=市场供给资源的显性成本+自有资源的隐性成本
Economic profit versus Accounting Profit
Economic profit=Total revenue – Total economic cost = Total revenue – Explicit costs – Implicit costs Accounting profit=Total revenue – Explicit costs
Economics is an empirical science resting on the assertion or postulate of selfishness or self-interest to explain human behavior. 经济学是一门实证科学，基于「自利」 的假设，去解释人类的行为。
3.2. The Scope of Economics
Microeconomics is the study of decision
making by firms, households and individuals.
研究经济行为人的个体行为以及其行为之间的相互作用。
Macroeconomics is the study of the economy
Should I do activity x? C(x) = the costs of doing x
B(x) = the benefits of doing x
If B(x) > C(x), do x; otherwise don't.
Ch.1 Managers,Profits, and Markets
2. Reading list
Managerial Economics（管理经济学）
Christopher R.Thomas and S.Charles Maurice (2005 8th edition机械工业出版社) 管理经济学， Christopher R.Thomas and S.Charles
from single product (wheat farm) to many (Sony) From one industry to many
Ownership: from sole proprietor to multinational listed company Structure:
舆人欲人富贵，棺人欲人死丧，人不贵则舆不 用，人不死则棺不买，非有人贼，利在其中 -- 《韩非子.备内》
经济学家相信，一个法制社会，只要保证严格的法律 和秩序，每个人在追求自身利益的同时，也就是在为 社会利益服务。 Invisible Hand Smith tried to show that, in a free market, an individual pursuing his own self-interest tends to also promote the good of his community as a whole through a principle that he called ―the invisible hand‖. He argued that each individual maximizing revenue for himself maximizes the total revenue of society as a whole, as this is identical with the sum total of individual revenues.
from one person operations to multi-department From sole operations (production to sale) to specialisation in manufacturing, wholesale, retail, marketing, consulting…
as a whole, or major sectors of the economy.
研究整体经济（产出，失业，通货膨胀） 研究两件事：长期的经济增长和短期的经济波动
4. What is Managerial Economics?
Application of economic theory and analytical tools to help managers make better decisions. Draws primarily on applied microeconomics. Goal of this course is to show how these tools can be used.
The Cost-Benefit Principle
An individual (or a firm or a society) should take an action if, and only if, the extra benefits from taking the action are at least as great as the extra costs
What is Economics?
Study of how economic agents choose to use their scarce resources.
Scarcity Necessitates Choice
Who are economic agents? We develop theories and models to explain their behavior.