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1 MANAGERIAL ECONOMICS A Problem Solving Approach 4e Luke M. Froeb Vanderbilt University Mikhael Shor University of Connecticut Brian T. McCann Vanderbilt University Michael R. Ward University of Texas, Arlington «CENGAGE t% Learning* Australia Brazil Mexico Singapore United Kingdom United States

2 Preface: Teaching Students to Solve Problems xiii SECTION I Problem Solving and Decision Making 1 CHAPTER 1 CHAPTER 2 CHAPTER 3 CHAPTER 4 INTRODUCTION: WHAT THIS BOOK IS ABOUT Using Economics to Solve Problems Problem-Solving Principles Test Yourself Ethics and Economics Economics in Job Interviews 9 Summary & Homework Problems 11 End Notes 13 THE ONE LESSON OF BUSINESS Capitalism and Wealth Does the Government Create Wealth? Why Economics Is Useful to Business Wealth Creation in Organizations 21 Summary & Homework Problems 22 End Notes 23 BENEFITS, COSTS, AND DECISIONS Background: Variable, Fixed, and Total Costs Background: Accounting Versus Economic Profit Costs Are What You Give Up Sunk-Cost Fallacy Hidden-Cost Fallacy A Final Warning 35 Summary & Homework Problems 36 End Notes 38 EXTENT (HOW MUCH) DECISIONS Background: Average and Marginal Costs Marginal Analysis Incentive Pay Tie Pay to Performance Measures That Reflect Effert Is Incentive Pay Unfair? 46

3 viii Summary & Homework Problems 47 End Notes 50 CHARTER 5 INVESTMENT DECISIONS: LOOK AHEAD AND REASON BACK Compounding and Discounting How to Determine Whether Investments Are Profitable Break-Even Analysis Choosing the Right Manufacturing Technology Shut-Down Decisions and Break-Even Prices Sunk Costs and Post-Investment Hold-Up Anticipate Hold-Up 58 Summary & Homework Problems 59 End Notes 62 SECTION II Pricing, Costs, and Profits 65 CHARTER 6 SIMPLE PRICING Background: Consumer Values and Demand Curves Marginal Analysis of Pricing Price Elasticity and Marginal Revenue What Makes Demand More Elastic? Forecasting Demand Using Elasticity Stay-Even Analysis, Pricing, and Elasticity Cost-Based Pricing 78 Summary & Homework Problems 78 End Notes 81 CHARTER 7 ECONOMIES OF SCALE AND SCORE Increasing Marginal Cost Economies of Scale Learning Curves Economies of Scope Diseconomies of Scope 90 Summary & Homework Problems 91 End Notes 93 CHARTER 8 UNDERSTANDING MARKETS AND INDUSTRY CRANGES Which Industiy or Market? Shifts in Demand Shifts in Supply Market Equilibrium Predicting Industiy Changes Using Supply and Demand Explaining Industiy Changes Using Supply and Demand Prices Convey Valuable Information Market Making 106 Summary & Homework Problems 108 End Notes 111

4 ix CHARTER 9 CHARTER 10 MARKET STRUCTURE AND LONG-RUN EQUILIBRIUM Competitive Industries The Indifference Principle Monopoly 120 Summary & Homework Problems 121 End Notes 123 STRATEGY: THE QUEST TO KEEP PROFIT FROM ERODING A Simple View of Strategy Sources of Economic Profit The Three Basic Strategies 132 Summary & Homework Problems 133 End Notes 135 CHARTER 11 FOREIGN EXCHANGE, TRADE, AND BUBBLES 11.1 The Market for Foreign Exchange The Effects of a Currency Devaluation Bubbles How Can We Recognize Bubbles? Purchasing Power Parity 146 Summary & Homework Problems 147 End Notes SECTION III Pricing for Greater Profit 151 CHARTER 12 CHARTER 13 CHARTER 14 MORE REALISTIC AND COMPLEX PRICING Pricing Commonly Owned Products Revenue or Yield Management Advertising and Promotional Pricing Psychological Pricing 158 Summary & Homework Problems 160 End Notes 162 DIRECT PRICE DISCRIMINATION Introduction Direct Price Discrimination Robinson-Patman Act Implementing Price Discrimination Schemes Only Schmucks Pay Retail 169 Summary & Homework Problems 169 End Notes 170 INDIRECT PRICE DISCRIMINATION 14.1 Introduction Indirect Price Discrimination Volume Discounts as Discrimination 14.4 Bundling Different Goods Together

5 x Summaiy & Homework Problems 178 End Notes 181 SECTION IV Strategie Decision Making 183 CHARTER 15 STRATEGIC GAMES Sequential-Move Games Simultaneous-Move Games What Can 1 Learn from Studying Games Like the Prisoners' Dilemma? Other Games 195 Summary & Homework Problems 200 End Notes 203 CHARTER 16 BARGAINING Strategie View of Bargaining Nonstrategic View of Bargaining Conclusion 210 Summary & Homework Problems 211 End Notes 214 SECTION V Uncertainty 215 CHARTER 17 MAKING DECISIONS WITH UNCERTAINTY Random Variables and Probability Uncertainty in Pricing Run Experiments to Reduce Uncertainty Minimizing Expected Error Costs Risk Versus Uncertainty 226 Summaiy & Homework Problems 227 End Notes 230 CHARTER 18 AUCTIONS Oral Auctions Second-Price Auctions First-Price Auctions Bid Rigging Common-Value Auctions 236 Summaiy & Homework Problems 238 End Notes 240 CHARTER 19 THE PROBLEM OF ADVERSE SELECTION Insurance and Risk Anticipating Adverse Selection Screening Signaling Adverse Selection and Internet Sales 248

6 xi Summary & Homework Problems 249 End Notes 251 CHARTER 20 THE PROBLEM OF MORAL HAZARD Introduction Insurance Moral Hazard Versus Adverse Selection Shirking Moral Hazard in Lending Moral Hazard and the 2008 Financial Crisis 260 Summary & Homework Problems 260 End Notes 263 SECTION VI Organizational Design 265 CHARTER 21 GETTING EMPLOYEES TO WORK IN THE FIRM'S BEST INTERESTS Principal-Agent Relationships Controlling Incentive Conflict Marketing Versus Sales Franchising A Framework for Diagnosing and Solving Problems 273 Summary & Homework Problems 275 End Notes 278 CHARTER 22 GETTING DIVISIONS TO WORK IN THE FIRM'S BEST INTERESTS Incentive Conflict Between Divisions Transfer Pricing Organizational Alternatives Budget Games: Paying People to Lie 285 Summary & Homework Problems 288 End Notes 291 CHARTER 23 MANAGING VERTICAL RELATIONSHIPS How Vertical Relationships Increase Profit Double Marginalization Incentive Conflicts Between Retailers and Manufacturers Price Discrimination Antitrust Risks Do Not Buy a Customer or Supplier Simply Because It Is Profitable 299 Summary & Homework Problems 300 End Notes 302 SECTION VII Wrapping Up 305 CHARTER 24 YOU BE THE CONSULTANT Truck Leasing 307

7 24.2 Manufacturer Hiring American Airlines Law Firm Pricing Cash Flow at a Forklift Dealership Managing Interest-Rate Risk at Banks What You Should Have Learned 312 Epilogue: Can Those Who Teach, Do? 313 Glossaiy 315 Index 321

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