消费者的需求课件

消费者的需求课件消费者的需求课件1PatternsofConsumption70%ofhouseholdbudgetsisspentonhousing,transportationandfood.“Essential”itemshavechangedfromyearsago.消費的類型

住宅、交通費用、食品支出，三者占百分之七十，大部分的人都認為這些支出，係支用於必需品上

PatternsofConsumption70%of2HowtheConsumerDollar

IsSpentHousing(shelter,furnishings,upkeep)36.4Transportation21.3Food14.9Clothing4.9Medicalcare6.1Othergoodsandservices11.0Entertainment5.4HowtheConsumerDollar

IsSp3DeterminantsofDemandWhatdetermineswhatwebuy?需求決定的因子

嗜好（對這個財貨以及其他財貨慾望）所得（消費者的所得）預期（對所得﹑價格及嗜好預期）其他財貨（其他財貨的存在以及其價格）在市場上消費者人數多寡DeterminantsofDemandWhatdet4TheSociopsychiatricExplanationThedesireforgoodsandservicesarisesfromourneedsforsocialacceptance,security,andegogratification.TheSociopsychiatricExplanati5TheSociopsychiatricExplanation“KeepingupwiththeJoneses”SelfpreservationExpressionsofaffluenceTheSociopsychiatricExplanati6AffluentTeenagers0102030405060708090100PercentofTeensOwningItemTelevision84%Stereo81%Computer77%Videogamesystem64%CDburner49%Cellphone47%In-lineskates34%DigitalCamera27%Auto37%DVDplayer61%Pager/beeper9%AffluentTeenagers0102030405067TheEconomicExplanationDemand–Theabilityandwillingnesstobuyspecificquantitiesofagoodatalternativepricesinagiventimeperiod,ceterisparibus.經濟學家強調，我們說某一個人對財貨有需求，是指那個人一定要有能力以及意願，在那個價格水準之下來購買。TheEconomicExplanationDemand8DeterminantsofMarketDemandTastes—desireforthisandothergoods嗜好（對這個財貨以及其他財貨慾望）Ifastudysaysicecreamisgoodforyou,thedemandforicecreamwouldincrease.DeterminantsofMarketDemandT9DeterminantsofMarketDemandIncome(oftheconsumer)所得（消費者的所得）Ifyouwonthelotteryyoumightbuymoreicecream.Thedemandforicecreamwouldincrease,shiftingthedemandcurvetotheright.DeterminantsofMarketDemand10DeterminantsofMarketDemandExpectations(forincome,prices,tastes)預期（對所得﹑價格及嗜好預期）Ifyouknewyouweregoingtogetrichsoonyoumightdepletesavingstobuymoreicecreamnow.Increasesthedemandforicecream.DeterminantsofMarketDemand11二、深入学习：小提示96：需要与应聘者谈论确认书的细节。B要根据不同的季节组织、参加不同的体育活动。（4）救人时，要先弄清头部的位置，先使头部露出，清除口、鼻内的异物，再将胸、腹部露出。请同学们选择自己感兴趣食物来研究，讨论下你想用什么方法研究食物是不是变质了。如果这一环节处理得好，就可以顺利地进入下一环节，也就是说，可以与客户签订合同了。1.制定开发潜在客户的方案老师提意：用我们搜集的材料制作一期《注意交通安全》的黑板报，向更多的老师和同学宣传有关交通安全的知识。 有同事一起参加面试，你可以多一份对应聘者的宝贵意见。 将最后候选人名单上的应聘者再进行比较，决出优胜者；DeterminantsofMarketDemandOthergoods(theiravailabilityandprices)其他財貨（其他財貨的存在以及其價格）Ifthepriceofchocolatecandybarsincreased,youmightbuyicecreaminsteadofacandybar.Increasesthedemandforicecream.二、深入学习：DeterminantsofMark12DeterminantsofMarketDemandThenumberofconsumersinthemarket.在市場上消費者人數多寡Ifthenumberofbuyersintheicecreammarketincreased,thedemandforicecreamwouldalsoincrease.DeterminantsofMarketDemand13MarketDemandThetotalquantitiesofagoodorservicepeoplearewillingandabletobuyatalternativepricesinagiventimeperiod.Marketdemandisthesumofindividualdemands.MarketDemandThetotalquantit14UtilityTheory（效用理論）Economistsassumethatthemorepleasureaproductgives,thehigherpricebuyersarewillingtopay.如果這個產品給我們更多的快樂，我們會對這些產品所支付的錢越高。例如在看電影前，有一包爆米花，能夠真正給你，討你喜歡，那你會真的有意願購買。UtilityTheory（效用理論）Economist15UtilityTheoryStudentswholikebutterarewillingtopaymoreforbutteredpopcornthannon-butteredpopcornbecauseitoffersmoretotalutility.UtilityTheoryStudentswholi16Totalvs.MarginalUtilityUtilityisthepleasureorsatisfactionobtainedfromgoodorservice.從財貨或勞務中獲得的滿足或喜樂Totalutilityistheamountofsatisfactionobtainedfromentireconsumptionofaproduct.總效用則是指全部消費這項產品帶給你消費的滿足

Totalvs.MarginalUtilityUtil17Totalvs.MarginalUtilityMarginalutilityisthechangeintotalutilityobtainedbyconsumingoneadditional(marginal)unitofagoodorservice.邊際效用是指針對某一個財貨，消費最後一個單位所帶來給你的滿足。Totalvs.MarginalUtilityMarg18Totalvs.MarginalUtilityMarginalutilityisthechangeintotalutilityobtainedbyconsumingoneadditional(marginal)unitofagoodorservice.Totalvs.MarginalUtilityMarg19LawofDiminishingMarginalUtilityThemarginalutilityofagooddeclinesasmoreofitisconsumedinagiventimeperiod.在一定的時間內，乙個產品的邊際效用會隨著消費量的增加而減少。我們假定每張嘴巴所吃的東西會產生興趣遞減，例如第一包爆米花，會帶來感覺上的滿足，但是第二包跟第三包吃下去後，有可能帶給你不舒服的感覺，

LawofDiminishingMarginalUt20LawofDiminishingMarginalUtilityAstudentwhoenjoyspopcorncaneatallhewantsforfree.Thefirstboxconsumedisrewarding.Thesecondboxgood.Athirdboxdecent,etc.Aftereatingasixthbox,hegetssick.LawofDiminishingMarginalUt21LawofDiminishingMarginalUtilityDidthesixthboxincreasehissatisfaction?No,ithadanegativemarginalutility.LawofDiminishingMarginalUt22LawofDiminishingMarginalUtilityAslongasthemarginalutilityispositive,theconsumerreceivesadditionalsatisfactionandtotalutilityincreases.LawofDiminishingMarginalUt23LawofDiminishingMarginalUtilityAdditionalquantitiesofagoodyieldincreasinglysmallerincrementsofsatisfaction.LawofDiminishingMarginalUt24假的4．处理异议的方法误解教学过程：（8）准备应急药品，如感冒药、黄连素、消炎药、创可贴等。突出工作的诱人之处，因为能否吸引住最优秀的人选只是一霎那间的事。例如招聘市场部经理的广告：销售人员就问他：“您喜欢听哪方面的音乐？”第二，要注意车辆的颜色搭配，展示区域的车辆不能只有一种颜色，几种颜色搭配效果会更好一些。如果经过失水后，效果不明显，就要立即进行人工呼吸和胸外心脏挤压等急救措施，在医务人员来到现场之前，要坚持做下去。DeclineintotalutilityNegativemarginalutilityRisingtotalutility1023465QUANTITYOFPOPCORNTOTALUTILITY(utilitypershow)TotalutilityDiminishingmarginalutility5Marginalutility102346QUANTITYOFPOPCORNMARGINALUTILITY(utilityperbox)Totalvs.MarginalUtility假的DeclineintotalutilityNega25UtilityTheory

效用理論

Anabsolutemeasureofutilityisnotpossiblebecausetheperceptionofsatisfactiondiffersamongindividuals.效用沒有絕對衡量的標準,這是因為每一個人的標準不一。UtilityTheory

效用理論Anabsolut26UtilityTheoryDiminishingmarginalutilityisacommonexperience.Itisasufficientbasisforeconomicpredictionsofconsumerbehavior.UtilityTheoryDiminishingmarg27UtilityTheoryWhydowewastewatereventhoughitisvitaltohumanlife?Weconsumesomuchwaterthatadditionalwaterofferslittle(ifany)marginalutility.水的邊際效用比較少UtilityTheoryWhydowewaste28PriceandQuantity

價格與數量

Manyforcesdeterminehowmuchwearewillingtobuy.PriceandQuantity

價格與數量Many29PriceandQuantityEconomistsfocusontherelationshipbetweenpriceandquantityratherthantryingtoexplainalltheforcesatonce.Thisistheceterisparibusassumption.PriceandQuantityEconomistsf30LawofDemandTheconceptsofmarginalutilityandceterisparibusexplainthedownwardslopeofthedemandcurve.

邊際效用以及其他不變的假設下,用以解釋需求曲線係向右下方延伸的曲線LawofDemandTheconceptsof31LawofDemandWithgivenincome,taste,expectations,andpricesofothergoodsandservices,peoplearewillingtobuyadditionalquantitiesofagoodonlyifitspricefalls.在所得、嗜好、預期、其他財貨不變的假設下，如果價格下跌，消費者會增加購買數量。LawofDemandWithgivenincom32LawofDemandThehigherthemarginalutility,themoreyouarewillingtopay.邊際效用愈高，吾人支付較多LawofDemandThehigherthem33LawofDemandDiminishingmarginalutilityexplainswhypricemustdecreaseinorderforyoutocontinuetobuyagoodorservice.LawofDemandDiminishingmarg34LawofDemandAccordingtothelawofdemand,thequantityofagooddemandedinagiventimeperiodincreasesasitspricefalls,ceterisparibus.LawofDemandAccordingtothe35DemandScheduleDemandSchedule36DemandCurveThequantitiesofagoodaconsumeriswillingandabletobuyatalternativepricesinagiventimeperiod,ceterisparibus.DemandCurveThequantitiesof37246810121416182022242628303200.000.250.300.350.400.450.50$0.55AQUANTITYDEMANDED(ouncespershow)PRICE(perounce)BCDGFHIJEAsmarginalutilitydeclines,sodoesthewillingnesstopayDemandCurve24681012141618202224262830320038学校以及接受学生参加教育教学活动的单位必须采取有效措施，为学生活动提供安全保障。5、门诊医保病人看病先行医保证、医保卡临时性保管，然后对各种单据盖章，告知病人先去看病、检查、取药、治疗，待系统恢复正常后，补登所有信息，打印正式收据，与医保病人结算完毕后，退回医保证和医保卡。1.对在学校安全工作中成绩显著或者做出突出贡献的单位和个人，视情况分别给予表彰、奖励。加碱操作与加酸相同。常用的碱为氢氧化铵（氨水），因为它是弱碱，对成分的破坏较弱，易于控制其用量，且加热后即可除去，不产生残留。有时也选用碳酸钙、氢氧化钙、碳酸钠等。碳酸钙为不溶性的碱剂，能除去很多杂质，如鞣质、有机酸、树脂、色素等，使用比较安全，在浸提生物碱或皂甙时常用。氢氧化钙与碳酸钙作用相似，只是微溶于水，而且碱性稍强。碳酸钠有较强的碱性，只限用于某些稳定的有效成分的浸提。一、学校安全工作职责5、门诊医保病人看病先行医保证、医保卡临时性保管，然后对各种单据盖章，告知病人先去看病、检查、取药、治疗，待系统恢复正常后，补登所有信息，打印正式收据，与医保病人结算完毕后，退回医保证和医保卡。6、对本单位发生的火灾事故，积极组织扑救，并责成有关人员查明事故原因，限期整改。7.体育课或课外锻炼中，凡出现受伤情况，应及时送往校医务室或医院，并及时向校长室汇报。（1）浸润渗透第二条：现金和贵重物品应妥善保管，数量较多的现金应存入银行，贵重物品应加锁保管。学校安全防盗制度及责任制动植物药材大多具有细胞结构，药材的大部分生物活性成分就存在于细胞液中。新鲜药材经采收干燥后，细胞组织内水分蒸发，液泡中的活性物质沉积于细胞内，细胞壁皱缩并形成裂隙，细胞内形成空腔，药材切片粉碎时，部分细胞壁破裂，比表面积增加，空腔和裂隙与溶媒接触，渗透；同时药材中有很多带极性基团物质，如蛋白质、果胶、糖类、纤维素等，能与水和醇等极性较强的溶剂亲和，使溶媒易于向细胞内部渗透扩散。PriceElasticity

價格彈性

Theresponseofconsumerstoachangeinpriceismeasuredbythepriceelasticityofdemand.需要價格彈性是指需要的數量變化的百分比，比上價格變化百分比

学校以及接受学生参加教育教学活动的单位必须采取有效措施，为学39PriceElasticityThepriceelasticityofdemandisthepercentagechangeinquantitydemandeddividedbythepercentagechangeinprice.PriceElasticityThepriceela40PriceElasticityThepriceofpopcorngoesup20%andthequantitydemandedgoesdown10%.(E)=percentagechangeinquantitydemandedpercentagechangeinprice=–10%20%–0.5=Theelasticityis:PriceElasticityThepriceofp41Elasticvs.InelasticDemandDemandcanbeelastic,inelastic,orunitaryelastic.有彈性的沒彈性的，以及單一彈性。

Elasticvs.InelasticDemandDe42ElasticDemandDemandiselasticiftheabsolutevalueofEisgreaterthan1.Consumerresponseislargerelativetochangeinprice.如果價格彈性大於一，我們說需求是有彈性的，消費者對購買量的變動大於價格的變動ElasticDemandDemandiselasti43InelasticDemandDemandisinelasticiftheabsolutevalueofEislessthan1.如果需要價格彈性少於一，我們說需求是沒有彈性的，例如前面研究爆米花彈性是0.5

Consumersarenotveryresponsivetopricechanges.InelasticDemandDemandisinel44UnitaryElasticDemandDemandisunitaryelasticiftheabsolutevalueofEequals1.Thepercentagechangeinquantitydemandedisequaltothepercentagechangeinprice.如果價格彈性等於一，我們稱需求為單一彈性，在這例子裡面，需要數量變化百分比，比價格變化百分比完全相同，需要變化數量百分比價格數量相同。

UnitaryElasticDemandDemandi45ElasticityEstimatesElasticityEstimates46ElasticityEstimatesProductsthathaveelasticdemandsareairlinetravel,freshfishandnewcars.Productsthathaveinelasticdemandarecigarettes,gasolineandcoffee.ElasticityEstimatesProductst47PriceElasticityandTotalRevenue

價格彈性及總收益

Priceelasticityexplainswhyproducerscannotchargethehighestpossibleprice.Higherpricesmayactuallylowertotalsalesrevenue.生產者以較高的價格來定價的這種觀念是不對的

PriceElasticityandTotalRev48PriceElasticityandTotalRevenueTotalrevenue—thepriceofaproductmultipliedbythequantitysoldinagiventimeperiod.Totalrevenue=priceXquantitysold總收益

＝

價格

╳

賣出去數量

PriceElasticityandTotalRev49ElasticityandTotalRevenueElasticityandTotalRevenue50246810121416182022242628303200.000.250.300.350.400.450.50$0.55QUANTITYDEMANDED(ouncespershow)PRICE(perounce)GElasticityandTotalRevenuePricecutsincreasetotalrevenueifE>1.FTotalrevenue=$3.00Totalrevenue=$3.20Totalrevenue=$3.00HPricecutsdecreasetotalrevenueifE<1.24681012141618202224262830320051ElasticityandTotalRevenuePricecutsreducetotalrevenueifdemandispriceinelastic.Pricecutsincreasetotalrevenueifdemandispriceelastic.Pricecutsdonotchangetotalrevenueifdemandisunitaryelastic.ElasticityandTotalRevenuePr52DeterminantsofElasticity

彈性決定因素

Differencesinpriceelasticityareexplainedbyseveralfactors:Necessitiesvs.luxuries（必需品及奢侈品）

Availabilityofsubstitutes（代替品的程度）

Relativeprice（價格相對所得的影響）

DeterminantsofElasticity

彈性53Necessitiesvs.LuxuriesSomegoodsaresocriticaltooureverydaylifethatweregardthemasnecessities.Demandfornecessitiesisrelativelyinelastic.Necessitiesvs.LuxuriesSomeg54Necessitiesvs.LuxuriesAluxury

goodissomethingwe’dliketohavebutaren’tlikelytobuyunlessourincomejumpsorthepricedeclinessharply.Necessitiesvs.LuxuriesAluxu55AvailabilityofSubstitutesThegreatertheavailabilityofsubstitutes,thehigherthepriceelasticityofdemand.AvailabilityofSubstitutesThe56RelativePriceElasticityincreasesasthepriceoftheproductincreasesrelativetotheconsumer’sincome.RelativePriceElasticityincre57CaveatEmptor:TheRoleofAdvertisingAdvertisingcampaignsareoftendesignedtoexploitoursensesandlackofknowledge.CaveatEmptor:TheRoleofAdv58AreWantsCreated?Advertisingisnottheonlyreasonconsumptionhasincreased.Personalityandsocialinteractiondynamicshavechangedhowmuchweconsume.AreWantsCreated?Advertising59AreWantsCreated?Asuccessfuladvertisingcampaignisonethatshiftsthedemandcurvetotheright.從事廣告活動旨在促使需求曲線向右移動AreWantsCreated?Asuccessful60消费者的需求课件消费者的需求课件61PatternsofConsumption70%ofhouseholdbudgetsisspentonhousing,transportationandfood.“Essential”itemshavechangedfromyearsago.消費的類型

住宅、交通費用、食品支出，三者占百分之七十，大部分的人都認為這些支出，係支用於必需品上

PatternsofConsumption70%of62HowtheConsumerDollar

IsSpentHousing(shelter,furnishings,upkeep)36.4Transportation21.3Food14.9Clothing4.9Medicalcare6.1Othergoodsandservices11.0Entertainment5.4HowtheConsumerDollar

IsSp63DeterminantsofDemandWhatdetermineswhatwebuy?需求決定的因子

嗜好（對這個財貨以及其他財貨慾望）所得（消費者的所得）預期（對所得﹑價格及嗜好預期）其他財貨（其他財貨的存在以及其價格）在市場上消費者人數多寡DeterminantsofDemandWhatdet64TheSociopsychiatricExplanationThedesireforgoodsandservicesarisesfromourneedsforsocialacceptance,security,andegogratification.TheSociopsychiatricExplanati65TheSociopsychiatricExplanation“KeepingupwiththeJoneses”SelfpreservationExpressionsofaffluenceTheSociopsychiatricExplanati66AffluentTeenagers0102030405060708090100PercentofTeensOwningItemTelevision84%Stereo81%Computer77%Videogamesystem64%CDburner49%Cellphone47%In-lineskates34%DigitalCamera27%Auto37%DVDplayer61%Pager/beeper9%AffluentTeenagers01020304050667TheEconomicExplanationDemand–Theabilityandwillingnesstobuyspecificquantitiesofagoodatalternativepricesinagiventimeperiod,ceterisparibus.經濟學家強調，我們說某一個人對財貨有需求，是指那個人一定要有能力以及意願，在那個價格水準之下來購買。TheEconomicExplanationDemand68DeterminantsofMarketDemandTastes—desireforthisandothergoods嗜好（對這個財貨以及其他財貨慾望）Ifastudysaysicecreamisgoodforyou,thedemandforicecreamwouldincrease.DeterminantsofMarketDemandT69DeterminantsofMarketDemandIncome(oftheconsumer)所得（消費者的所得）Ifyouwonthelotteryyoumightbuymoreicecream.Thedemandforicecreamwouldincrease,shiftingthedemandcurvetotheright.DeterminantsofMarketDemand70DeterminantsofMarketDemandExpectations(forincome,prices,tastes)預期（對所得﹑價格及嗜好預期）Ifyouknewyouweregoingtogetrichsoonyoumightdepletesavingstobuymoreicecreamnow.Increasesthedemandforicecream.DeterminantsofMarketDemand71二、深入学习：小提示96：需要与应聘者谈论确认书的细节。B要根据不同的季节组织、参加不同的体育活动。（4）救人时，要先弄清头部的位置，先使头部露出，清除口、鼻内的异物，再将胸、腹部露出。请同学们选择自己感兴趣食物来研究，讨论下你想用什么方法研究食物是不是变质了。如果这一环节处理得好，就可以顺利地进入下一环节，也就是说，可以与客户签订合同了。1.制定开发潜在客户的方案老师提意：用我们搜集的材料制作一期《注意交通安全》的黑板报，向更多的老师和同学宣传有关交通安全的知识。 有同事一起参加面试，你可以多一份对应聘者的宝贵意见。 将最后候选人名单上的应聘者再进行比较，决出优胜者；DeterminantsofMarketDemandOthergoods(theiravailabilityandprices)其他財貨（其他財貨的存在以及其價格）Ifthepriceofchocolatecandybarsincreased,youmightbuyicecreaminsteadofacandybar.Increasesthedemandforicecream.二、深入学习：DeterminantsofMark72DeterminantsofMarketDemandThenumberofconsumersinthemarket.在市場上消費者人數多寡Ifthenumberofbuyersintheicecreammarketincreased,thedemandforicecreamwouldalsoincrease.DeterminantsofMarketDemand73MarketDemandThetotalquantitiesofagoodorservicepeoplearewillingandabletobuyatalternativepricesinagiventimeperiod.Marketdemandisthesumofindividualdemands.MarketDemandThetotalquantit74UtilityTheory（效用理論）Economistsassumethatthemorepleasureaproductgives,thehigherpricebuyersarewillingtopay.如果這個產品給我們更多的快樂，我們會對這些產品所支付的錢越高。例如在看電影前，有一包爆米花，能夠真正給你，討你喜歡，那你會真的有意願購買。UtilityTheory（效用理論）Economist75UtilityTheoryStudentswholikebutterarewillingtopaymoreforbutteredpopcornthannon-butteredpopcornbecauseitoffersmoretotalutility.UtilityTheoryStudentswholi76Totalvs.MarginalUtilityUtilityisthepleasureorsatisfactionobtainedfromgoodorservice.從財貨或勞務中獲得的滿足或喜樂Totalutilityistheamountofsatisfactionobtainedfromentireconsumptionofaproduct.總效用則是指全部消費這項產品帶給你消費的滿足

Totalvs.MarginalUtilityUtil77Totalvs.MarginalUtilityMarginalutilityisthechangeintotalutilityobtainedbyconsumingoneadditional(marginal)unitofagoodorservice.邊際效用是指針對某一個財貨，消費最後一個單位所帶來給你的滿足。Totalvs.MarginalUtilityMarg78Totalvs.MarginalUtilityMarginalutilityisthechangeintotalutilityobtainedbyconsumingoneadditional(marginal)unitofagoodorservice.Totalvs.MarginalUtilityMarg79LawofDiminishingMarginalUtilityThemarginalutilityofagooddeclinesasmoreofitisconsumedinagiventimeperiod.在一定的時間內，乙個產品的邊際效用會隨著消費量的增加而減少。我們假定每張嘴巴所吃的東西會產生興趣遞減，例如第一包爆米花，會帶來感覺上的滿足，但是第二包跟第三包吃下去後，有可能帶給你不舒服的感覺，

LawofDiminishingMarginalUt80LawofDiminishingMarginalUtilityAstudentwhoenjoyspopcorncaneatallhewantsforfree.Thefirstboxconsumedisrewarding.Thesecondboxgood.Athirdboxdecent,etc.Aftereatingasixthbox,hegetssick.LawofDiminishingMarginalUt81LawofDiminishingMarginalUtilityDidthesixthboxincreasehissatisfaction?No,ithadanegativemarginalutility.LawofDiminishingMarginalUt82LawofDiminishingMarginalUtilityAslongasthemarginalutilityispositive,theconsumerreceivesadditionalsatisfactionandtotalutilityincreases.LawofDiminishingMarginalUt83LawofDiminishingMarginalUtilityAdditionalquantitiesofagoodyieldincreasinglysmallerincrementsofsatisfaction.LawofDiminishingMarginalUt84假的4．处理异议的方法误解教学过程：（8）准备应急药品，如感冒药、黄连素、消炎药、创可贴等。突出工作的诱人之处，因为能否吸引住最优秀的人选只是一霎那间的事。例如招聘市场部经理的广告：销售人员就问他：“您喜欢听哪方面的音乐？”第二，要注意车辆的颜色搭配，展示区域的车辆不能只有一种颜色，几种颜色搭配效果会更好一些。如果经过失水后，效果不明显，就要立即进行人工呼吸和胸外心脏挤压等急救措施，在医务人员来到现场之前，要坚持做下去。DeclineintotalutilityNegativemarginalutilityRisingtotalutility1023465QUANTITYOFPOPCORNTOTALUTILITY(utilitypershow)TotalutilityDiminishingmarginalutility5Marginalutility102346QUANTITYOFPOPCORNMARGINALUTILITY(utilityperbox)Totalvs.MarginalUtility假的DeclineintotalutilityNega85UtilityTheory

效用理論

Anabsolutemeasureofutilityisnotpossiblebecausetheperceptionofsatisfactiondiffersamongindividuals.效用沒有絕對衡量的標準,這是因為每一個人的標準不一。UtilityTheory

效用理論Anabsolut86UtilityTheoryDiminishingmarginalutilityisacommonexperience.Itisasufficientbasisforeconomicpredictionsofconsumerbehavior.UtilityTheoryDiminishingmarg87UtilityTheoryWhydowewastewatereventhoughitisvitaltohumanlife?Weconsumesomuchwaterthatadditionalwaterofferslittle(ifany)marginalutility.水的邊際效用比較少UtilityTheoryWhydowewaste88PriceandQuantity

價格與數量

Manyforcesdeterminehowmuchwearewillingtobuy.PriceandQuantity

價格與數量Many89PriceandQuantityEconomistsfocusontherelationshipbetweenpriceandquantityratherthantryingtoexplainalltheforcesatonce.Thisistheceterisparibusassumption.PriceandQuantityEconomistsf90LawofDemandTheconceptsofmarginalutilityandceterisparibusexplainthedownwardslopeofthedemandcurve.

邊際效用以及其他不變的假設下,用以解釋需求曲線係向右下方延伸的曲線LawofDemandTheconceptsof91LawofDemandWithgivenincome,taste,expectations,andpricesofothergoodsandservices,peoplearewillingtobuyadditionalquantitiesofagoodonlyifitspricefalls.在所得、嗜好、預期、其他財貨不變的假設下，如果價格下跌，消費者會增加購買數量。LawofDemandWithgivenincom92LawofDemandThehigherthemarginalutility,themoreyouarewillingtopay.邊際效用愈高，吾人支付較多LawofDemandThehigherthem93LawofDemandDiminishingmarginalutilityexplainswhypricemustdecreaseinorderforyoutocontinuetobuyagoodorservice.LawofDemandDiminishingmarg94LawofDemandAccordingtothelawofdemand,thequantityofagooddemandedinagiventimeperiodincreasesasitspricefalls,ceterisparibus.LawofDemandAccordingtothe95DemandScheduleDemandSchedule96DemandCurveThequantitiesofagoodaconsumeriswillingandabletobuyatalternativepricesinagiventimeperiod,ceterisparibus.DemandCurveThequantitiesof97246810121416182022242628303200.000.250.300.350.400.450.50$0.55AQUANTITYDEMANDED(ouncespershow)PRICE(perounce)BCDGFHIJEAsmarginalutilitydeclines,sodoesthewillingnesstopayDemandCurve24681012141618202224262830320098学校以及接受学生参加教育教学活动的单位必须采取有效措施，为学生活动提供安全保障。5、门诊医保病人看病先行医保证、医保卡临时性保管，然后对各种单据盖章，告知病人先去看病、检查、取药、治疗，待系统恢复正常后，补登所有信息，打印正式收据，与医保病人结算完毕后，退回医保证和医保卡。1.对在学校安全工作中成绩显著或者做出突出贡献的单位和个人，视情况分别给予表彰、奖励。加碱操作与加酸相同。常用的碱为氢氧化铵（氨水），因为它是弱碱，对成分的破坏较弱，易于控制其用量，且加热后即可除去，不产生残留。有时也选用碳酸钙、氢氧化钙、碳酸钠等。碳酸钙为不溶性的碱剂，能除去很多杂质，如鞣质、有机酸、树脂、色素等，使用比较安全，在浸提生物碱或皂甙时常用。氢氧化钙与碳酸钙作用相似，只是微溶于水，而且碱性稍强。碳酸钠有较强的碱性，只限用于某些稳定的有效成分的浸提。一、学校安全工作职责5、门诊医保病人看病先行医保证、医保卡临时性保管，然后对各种单据盖章，告知病人先去看病、检查、取药、治疗，待系统恢复正常后，补登所有信息，打印正式收据，与医保病人结算完毕后，退回医保证和医保卡。6、对本单位发生的火灾事故，积极组织扑救，并责成有关人员查明事故原因，限期整改。7.体育课或课外锻炼中，凡出现受伤情况，应及时送往校医务室或医院，并及时向校长室汇报。（1）浸润渗透第二条：现金和贵重物品应妥善保管，数量较多的现金应存入银行，贵重物品应加锁保管。学校安全防盗制度及责任制动植物药材大多具有细胞结构，药材的大部分生物活性成分就存在于细胞液中。新鲜药材经采收干燥后，细胞组织内水分蒸发，液泡中的活性物质沉积于细胞内，细胞壁皱缩并形成裂隙，细胞内形成空腔，药材切片粉碎时，部分细胞壁破裂，比表面积增加，空腔和裂隙与溶媒接触，渗透；同时药材中有很多带极性基团物质，如蛋白质、果胶、糖类、纤维素等，能与水和醇等极性较强的溶剂亲和，使溶媒易于向细胞内部渗透扩散。PriceElasticity

價格彈性

Theresponseofconsumerstoachangeinpriceismeasuredbythepriceelasticityofdemand.需要價格彈性是指需要的數量變化的百分比，比上價格變化百分比

学校以及接受学生参加教育教学活动的单位必须采取有效措施，为学99PriceElasticityThepriceelasticityofdemandisthepercentagechangeinquantitydemandeddividedbythepercentagechangeinprice.PriceElasticityThepriceela100PriceElasticityThepriceofpopcorngoesup20%andthequantitydemandedgoesdown10%.(E)=percentagechangeinquantitydemandedpercentagechangeinprice=–10%20%–0.5=Theelasticityis:PriceElasticityThepriceofp101Elasticvs.InelasticDemandDemandcanbeelastic,inelastic,orunitaryelastic.有彈性的沒彈性的，以及單一彈性。

Elasticvs.InelasticDemandDe102ElasticDemandDemandiselasticiftheabsolutevalueofEisgreaterthan1.Consumerresponseislargerelativetochangeinprice.如果價格彈性大於一，我們說需求是有彈性的，消費者對購買量的變動大於價格的變動ElasticDemandDemandiselasti103InelasticDemandDemandisinelasticiftheabsolutevalueofEislessthan1.如果需要價格彈性少於一，我們說需求是沒有彈性的，例如前面研究爆米花彈性是0.5

Consumersarenotveryresponsivetopricechanges.InelasticDemandDemandisinel104UnitaryElasticDemandDemandisunitaryelasticiftheabsolutevalueofEequals1.Thepercentagechangeinquantitydemandedisequaltothepercentagechangeinprice.如果價格彈性等於一，我們稱需求為單一彈性，在這例子裡面，需要數量變化百分比，比價格變化百分比完全相同，需要變化數量百分比價格數量相同。

UnitaryElasticDemandDemandi105ElasticityEstimatesElasticityEstimates106ElasticityEstimatesProductsthathaveelasticdemandsareairlinetravel,freshfishandnewcars.Productsthathaveinelasticdemandarecigarettes,gas