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1、1.1The Themes of Microeconomics1.2What Is a Market?1.3Real versus Nominal Prices1.4Why Study Microeconomics?,C H A P T E R 1,Prepared by:Fernando Quijano, Illustrator,Preliminaries,CHAPTER OUTLINE, microeconomics Branch of economics that deals with the behavior of individual economic unitsconsumers,
2、 firms, workers, and investorsas well as the markets that these units comprise., macroeconomics Branch of economics that deals with aggregate economic variables, such as the level and growth rate of national output, interest rates, unemployment, and inflation.,CONSUMERSConsumers have limited incomes
3、, which can be spent on a wide variety of goods and services, or saved for the future.,WORKERSWorkers also face constraints and make trade-offs. First, people must decide whether and when to enter the workforce. Second, workers face trade-offs in their choice of employment. Finally, workers must som
4、etimes decide how many hours per week they wish to work, thereby trading off labor for leisure.,FIRMSFirms also face limits in terms of the kinds of products that they can produce, and the resources available to produce them.,The Themes of Microeconomics,1.1,Trade-Offs,Microeconomics describes how p
5、rices are determined. In a centrally planned economy, prices are set by the government. In a market economy, prices are determined by the interactions of consumers, workers, and firms. These interactions occur in marketscollections of buyers and sellers that together determine the price of a good.,P
6、rices and Markets,Theories and Models,In economics, explanation and prediction are based on theories. Theories are developed to explain observed phenomena in terms of a set of basic rules and assumptions.A model is a mathematical representation, based on economic theory, of a firm, a market, or some
7、 other entity.,Positive versus Normative Analysis, positive analysis Analysis describing relationships of cause and effect., normative analysis Analysis examining questions of what ought to be., market Collection of buyers and sellers that, through their actual or potential interactions, determine t
8、he price of a product or set of products., market definition Determination of the buyers, sellers, and range of products that should be included in a particular market., arbitrage Practice of buying at a low price at one location and selling at a higher price in another.,What Is a Market?,1.2,Compet
9、itive versus Noncompetitive Markets, perfectly competitive market Market with many buyers and sellers, so that no single buyer or seller has a significant impact on price.,Many other markets are competitive enough to be treated as if they were perfectly competitive.Other markets containing a small n
10、umber of producers may still be treated as competitive for purposes of analysis.Finally, some markets contain many producers but are noncompetitive; that is, individual firms can jointly affect the price.,Market Price, market price Price prevailing in a competitive market.,In markets that are not pe
11、rfectly competitive, different firms might charge different prices for the same product. This might happen because one firm is trying to win customers from its competitors, or because customers have brand loyalties that allow some firms to charge higher prices than others.The market prices of most g
12、oods will fluctuate over time, and for many goods the fluctuations can be rapid. This is particularly true for goods sold in competitive markets.,Market DefinitionThe Extent of a Market, extent of a market Boundaries of a market, both geographical and in terms of range of products produced and sold
13、within it.,Market definition is important for two reasons:A company must understand who its actual and potential competitors are for the various products that it sells or might sell in the future.Market definition can be important for public policy decisions.,For some goods, it makes sense to talk a
14、bout a market only in terms of very restrictive geographic boundaries.We must also think carefully about the range of products to include in a market.,In 1990, the Archer-Daniels-Midland Company (ADM) acquired the Clinton Corn Processing Company (CCP).The U.S. Department of Justice (DOJ) challenged
15、the acquisition on the grounds that it would lead to a dominant producer of corn syrup with the power to push prices above competitive levels.ADM fought the DOJ decision, and the case went to court. The basic issue was whether corn syrup represented a distinct market.ADM argued that sugar and corn s
16、yrup should be considered part of the same market because they are used interchangeably to sweeten a vast array of food products.,EXAMPLE 1.1,THE MARKET FOR SWEETENERS,EXAMPLE 1.2,A BICYCLE IS A BICYCLE. OR IS IT?,There are actually two different markets for bicycles, markets that can be identified
17、by the type of store in which the bicycle is sold., nominal price Absolute price of a good, unadjusted for inflation., real price Price of a good relative to an aggregate measure of prices; price adjusted for inflation., Consumer Price Index Measure of the aggregate price level., Producer Price Inde
18、x Measure of the aggregate price level for intermediate products and wholesale goods.,Real versus Nominal Prices,1.3,After correcting for inflation, do we find that the price of butter was more expensive in 2010 than in 1970? To find out, lets calculate the 2010 price of butter in terms of 1970 doll
19、ars. The CPI was 38.8 in 1970 and rose to about 218.1 in 2010. (There was considerable inflation in the United States during the 1970s and early 1980s.) In 1970 dollars, the price of butter was,In real terms, therefore, the price of butter was lower in 2010 than it was in 1970.,EXAMPLE 1.3,THE PRICE
20、 OF EGGS AND THE PRICE OF A COLLEGE EDUCATION,The real prices of eggs in 1970 dollars is calculated as follows:,While the nominal price of eggs rose during these years, the real price of eggs actually fell.,EXAMPLE 1.3,THE PRICE OF EGGS AND THE PRICE OF A COLLEGE EDUCATION,The real prices of eggs in
21、 1990 dollars is calculated as follows:,EXAMPLE 1.3,THE PRICE OF EGGS AND THE PRICE OF A COLLEGE EDUCATION,The percentage change in real price is calculated as follows:,EXAMPLE 1.4,THE MINIMUM WAGE,THE MINIMUM WAGE,In nominal terms, the minimum wage has increased steadily over the past 70 years. How
22、ever, in real terms its expected 2010 level is below that of the 1970s.,FIGURE 1.1,Corporate Decision Making: The Toyota Prius,Hybrid cars are more energy efficient than cars with just a gasoline engine; the Prius, for example, can get 45 to 55 miles per gallon. The Prius was a big success, and with
23、in a few years other manufacturers began introducing hybrid versions of some of their cars.The design and efficient production of the Prius involved not only some impressive engineering, but a lot of economics as well.First, Toyota had to think carefully about how the public would react to the desig
24、n and performance of this new product.Next, Toyota had to be concerned with the cost of manufacturing these cars.Finally, Toyota had to think about its relationship to the government and the effects of regulatory policies.,Why Study Microeconomics?,1.4,Public Policy Design: Fuel Efficiency Standards
25、 for the Twenty-First Century,In 1975, the U.S. government imposed regulations designed to improve the average fuel economy of domestically-sold cars and light trucks. The CAFE (Corporate Average Fuel Economy) standards have become increasingly stringent over the years.A number of important decision
26、s have to be made when designing a fuel efficiency program, and most of those decisions involve economics. First, the government must evaluate the monetary impact of the program on consumers. Before imposing CAFE standards, it is important to estimate the likely impact those standards will have on the cost of producing cars and light truck. The government must also ask why problems related to oil consumption are not solved by our market-oriented economy.,谢谢观看！,
