Microreview解说.ppt

Micro Economics REVIEW Chapter One Economics The study of how people make choices under conditions of scarcity and of the results of those choices for society. 经济学是研究稀缺条件下人们做出选择以及这些选择对社会影响的科学. The Scarcity Principle (the no-free-lunch principle) 稀缺原理 Although we have boundless needs and wants, the resources available to us are limited. So having more of one thing usually means having less of another. 人的需求无限,但是可以获取的资源有限.因此,增加一种东西的拥有量意味着减少另一种东西的拥有量. The Cost-Benefit Principle成本-收益原理 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. 当且仅当交易的额外收益等于或大于其成本时,个人(企业或社会)才会进行交易. Applying the Cost-Benefit Principle Rational Person ( 理性人,唯利人) Someone with well-defined goals who tries to fulfill those goals as best he or she can. 有明确的目标，并且尽其所能地实现这个目标的人。 Applying the Cost-Benefit Principle Economic Surplus The benefit of taking any action minus its cost 采取任何行动所得的收益减去其成本。 The goal of economic decision makers is to maximize their economic surplus 经济决策者的目标就是要使他们的经济剩余达到最大。 Applying the Cost-Benefit Principle Opportunity Cost (机会成本) The value of the next-best alternative that must be forgone to undertake an activity. 机会成本是指要从事一项活动所必须放弃的次优选择的价值. Four Important Decision Pitfalls4种重要的决策错误 Pitfall 1: Measuring cost and benefits as proportions rather than absolute dollar amounts. 错误1: 用比例而不是用绝对数额来衡量成本和收益. Pitfall 2: Ignoring Opportunity Cost 错误1:忽略机会成本。 Pitfall 3: Failure To Ignore Sunk Costs (没有忽视沉没成本) Sunk Costs: costs that are beyond recovery at the moment a decision is made. 沉没成本是指在制定决策时已经无法收回的成本. Pitfall 4: Failure To Understand the Average-Marginal Distinction Marginal Benefit The increase in total benefit that results from carrying out one additional unit of an activity. 增加一单位活动所得到的收益叫边际收益. Marginal Cost The increase in total cost that results from carrying out one additional unit of an activity. 增加一单位的活动所引起的总成本的增量叫边际成本. Requirement Underst