【導(dǎo)讀】TheTwo-PartTariff. Bundling. Advertising. supplyanddemand.(cost)tomaximizeprofits.manageproduction.market.P*--consumersurplus(A).consumersurplus(B).P*Q*:singleP&Q@MC=MR. B:P>MC&consumerwouldbuy. P2:increasesales&andreduce. PC:petitiveprice. forsimilargoods.willingtopay.outputisQ*andpriceisP*.betweentheMC&MR(yellow).0andQ*output.fallstoPCwhereMC=MR=AR=D.singlepriceP*ischarged.singlepriceP*ischarged.Profitsincrease. Question. Answer

　　

【正文】 (glasses) 2 3 4 1 1 2 3 4 0 Perfect Substitutes Chapter 11 Slide 101 Consumer Preferences Right Shoes Left Shoes 2 3 4 1 1 2 3 4 0 Perfect Complements Chapter 11 Slide 102 Consumer Preferences ? BADS ? Things for which less is preferred to more ? Examples ? Air pollution ? Asbestos Chapter 11 Slide 103 Consumer Preferences ? What Do You Think? ? How can we account for Bads in the analysis of consumer preferences? Chapter 11 Slide 104 Consumer Preferences ? Automobile executives must regularly decide when to introduce new models and how much money to invest in restyling. Designing New Automobiles (I) Chapter 11 Slide 105 Consumer Preferences ? An analysis of consumer preferences would help to determine when and if car panies should change the styling of their cars. Designing New Automobiles (I) Chapter 11 Slide 106 Consumer Preferences These consumers are willing to give up considerable styling for additional performance Styling Performance Consumer Preference A: High MRS Chapter 11 Slide 107 Consumer Preferences These consumers are willing to give up considerable performance for additional styling Styling Performance Consumer Preference B: Low MRS Chapter 11 Slide 108 Consumer Preferences ? What Do You Think? ? How can we determine the consumers preference? Designing New Automobiles (I) Chapter 11 Slide 109 Consumer Preferences ? A recent study of automobile demand in the United States shows that over the past two decades most consumers have preferred styling over performance. Designing New Automobiles (I) Chapter 11 Slide 110 Consumer Preferences ? Growth of Japanese Imports ?1970’s and 1980’s ?15% of domestic cars underwent a style change each year ?This pares to 23% for imports Designing New Automobiles (I) Chapter 11 Slide 111 Consumer Preferences ? Utility ? Utility: Numerical score representing the satisfaction that a consumer gets from a given market basket. Chapter 11 Slide 112 Consumer Preferences ? Utility ? If buying 3 copies of Microeconomics makes you happier than buying one shirt, then we say that the books give you more utility than the shirt. Chapter 11 Slide 113 Consumer Preferences ? Utility Functions ? Assume: The utility function for food (F) and clothing (C) U(F,C) = F + 2C Market Baskets: F units C units U(F,C) = F + 2C A 8 3 8 + 2(3) = 14 B 6 4 6 + 2(4) = 14 C 4 4 4 + 2(4) = 12 The consumer is indifferent to A amp。 B The consumer prefers A amp。 B to C Chapter 11 Slide 114 Consumer Preferences Food (units per week) 10 15 5 5 10 15 0 Clothing (units per week) U1 = 25 U2 = 50 (Preferred to U1) U3 = 100 (Preferred to U2) A B C Assume: U = FC Market Basket U = FC C 25 = (10) A 25 = 5(5) B 25 = 10() Utility Functions amp。 Indifference Curves Chapter 11 Slide 115 Consumer Preferences ? Ordinal Versus Cardinal Utility ? Ordinal Utility Function: places market baskets in the order of most preferred to least preferred, but it does not indicate how much one market basket is preferred to another. ? Cardinal Utility Function: utility function describing the extent to which one market basket is preferred to another. Chapter 11 Slide 116 Consumer Preferences ? Ordinal Versus Cardinal Rankings ? The actual unit of measurement for utility is not important. ? Therefore, an ordinal ranking is sufficient to explain how most individual decisions are made. Chapter 11 Slide 117 Budget Constraints ? Preferences do not explain all of consumer behavior. ? Budget constraints also limit an individual’s ability to consume in light of the prices they must pay for various goods and services. Chapter 11 Slide 118 Budget Constraints ? The Budget Line ? The budget line indicates all binations of two modities for which total money spent equals total ine. Chapter 11 Slide 119 Budget Constraints ? The Budget Line ? Let F equal the amount of food purchased, and C is the amount of clothing. ? Price of food = Pf and price of clothing = Pc ? Then Pf F is the amount of money spent on food, and Pc C is the amount of money spent on clothing. Chapter 11 Slide 120 Budget Constraints ? The budget line then can be written: ICPFP CF ??Chapter 11 Slide 121 Budget Constraints A 0 40 $80 B 20 30 $80 D 40 20 $80 E 60 10 $80 G 80 0 $80 Market Basket Food (F) Clothing (C) Total Spending Pf = ($1) Pc = ($2) PfF + PcC = I Chapter 11 Slide 122 Budget Line F + 2C = $80 CF /PPFC 21 / ????? Sl o p e10 20 (I/PC) = 40 Budget Constraints Food (units per week) 40 60 80 = (I/PF) 20 10 20 30 0 A B D E G Clothing (units per week) Pc = $2 Pf = $1 I = $80 Chapter 11 Slide 123 Budget Constraints ? The Budget Line ? As consumption moves along a budget line from the intercept, the consumer spends less on one item and more on the other. ? The slope of the line measures the relative cost of food and clothing. ? The slope is the negative of the ratio of the prices of the two goods. Chapter 11 Slide 124 Budget Constraints ? The Budget Line ? The slope indicates the rate at which the two goods can be substituted without changing the amount of money spent. Chapter 11 Slide 125 Budget Constraints ? The Budget Line ? The vertical intercept (I/PC), illustrates the maximum amount of C that can be purchased with ine I. ? The horizontal intercept (I/PF), illustrates the maximum amount of F that can be purchased with ine I.