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page i
MANAGERIAL
ECONOMICS
Foundations of Business Analysis and
Strategy
1
page ii
1 2 3 4 5 6 7 8 9 LCR 21 20 19
2
Cover Image: ©Shutterstock/rudall30
Compositor: SPi Global
All credits appearing on page or at the end of the book are considered to
be an extension of the copyright page.
The Internet addresses listed in the text were accurate at the time of
publication. The inclusion of a website does not indicate an endorsement
by the authors or McGraw-Hill Education, and McGraw-Hill Education
does not guarantee the accuracy of the information presented at these
sites.
mheducation.com/highered
3
page iii
MANAGERIAL
ECONOMICS
Foundations of Business Analysis and
Strategy
THIRTEENTH EDITION
Christopher R. Thomas
University of South Florida
S. Charles Maurice
Texas A&M University
Late Professor Emeritus
4
page iv
Mandel
Economics: The Basics
Fourth Edition
Schiller
Essentials of Economics
Eleventh Edition
PRINCIPLES OF ECONOMICS
Asarta and Butters
Principles of Economics
Second Edition
Colander
Economics, Microeconomics, and Macroeconomics
Eleventh Edition
5
Karlan and Morduch
Economics, Microeconomics, and Macroeconomics
Third Edition
Schiller
The Economy Today, The Micro Economy Today, and The Macro
Economy Today
Fifteenth Edition
Slavin
Economics, Microeconomics, and Macroeconomics
Twelfth Edition
6
Practical Econometrics
First Edition
Prince
Predictive Analytics for Business Strategy
First Edition
MANAGERIAL ECONOMICS
Baye and Prince
Managerial Economics and Business Strategy
Ninth Edition
INTERMEDIATE ECONOMICS
Bernheim and Whinston
Microeconomics
Second Edition
Frank
Microeconomics and Behavior
Ninth Edition
ADVANCED ECONOMICS
Romer
Advanced Macroeconomics
7
Fifth Edition
URBAN ECONOMICS
O’Sullivan
Urban Economics
Ninth Edition
LABOR ECONOMICS
Borjas
Labor Economics
Eighth Edition
PUBLIC FINANCE
Rosen and Gayer
Public Finance
Tenth Edition
ENVIRONMENTAL ECONOMICS
Field and Field
Environmental Economics: An Introduction
Eighth Edition
INTERNATIONAL ECONOMICS
Appleyard and Field
8
International Economics
Ninth Edition
Pugel
International Economics
Seventeenth Edition
9
page v
page vi
10
page vii
S. Charles Maurice
Chuck Maurice was professor emeritus of economics at Texas A&M
University. Professor Maurice published numerous articles on
microeconomic theory in the top economic journals. He co-wrote two
scholarly books on natural resource depletion: The Doomsday Myth and
The Economics of Mineral Extraction.
11
page viii
PREFACE
WHY MANAGERIAL ECONOMICS?
The growing influence of microeconomics and industrial organization
economics in every field of business analysis has transformed the role of
managerial economics in business school curricula. Economists have
understood for some time that every modern course in business strategy
and organizational architecture must draw from key areas of
advancement in microeconomics and industrial organization. While
many business schools have been quick to adopt “strategy” as a
fundamental theme in their curricula, this new emphasis on strategy too
often falls on the shoulders of a single, one-semester course in business
strategy. In a single course, it is extremely difficult, if not impossible, to
teach business students managerial economics and cover all of the
valuable topics in business strategy and organization. In any case, a
thorough foundation in managerial economics is required in order to
understand how to use the many new and important developments in
microeconomics and industrial organization.
The objective of Managerial Economics, then, is to teach and apply
the foundation topics in microeconomics and industrial organization
essential for making both the day-to-day business decisions that
maximize profit as well as the strategic decisions designed to create and
protect profit in the long run. In so doing, we believe Managerial
Economics helps business students become architects of business tactics
and strategy instead of middle managers who plod along the beaten path
of others.
PEDAGOGICAL HIGHLIGHTS
The Thirteenth Edition of Managerial Economics maintains all the
pedagogical features that have made previous editions successful. These
features follow.
12
Emphasis on the Economic Way of Thinking
The primary goal of this book has always been, and continues to be, to
teach students the economic way of thinking about business decisions
and strategy. Managerial Economics develops critical thinking skills and
provides students with a logical way of analyzing both the routine
decisions of managing the daily operations of a business as well as the
longer-run strategic plans that seek to manipulate the actions and
reactions of rival firms.
13
Problem accomplishes two things: (1) It encourages students to master
concepts by taking small “bites” instead of trying to “gulp” the whole
chapter at once, and (2) It allows students to pinpoint any areas of
confusion so that interaction with the instructor—in the classroom or in
the office—will be more productive. When students finish working the
Technical Problems, they will have practiced all of the technical skills
required to tackle the Applied Problems.
Applied Problems—Following the Technical Problems, each chapter
has a set of Applied Problems that serve to build critical thinking skills
as well as business decision-making skills. These problems, much like
the “word problems” in a math textbook, are a mix of stylized business
situations and real-world problems taken from Bloomberg
Businessweek, The Economist, Forbes, The Wall Street Journal, and
other business news publications. Business students frequently find
classroom discussion of the Applied Problems among the most
valuable lessons of their entire business training. Answers to Applied
Problems are available in the Instructor's Manual.
14
Another Random Document on
Scribd Without Any Related Topics
CHAPTER XXIII
The forest was again under snow, lying silent beneath its deep white
mantle. Only the crows’ calls could be heard. Now and then came a
magpie’s noisy chattering. The soft twittering of the tit-mice sounded
timidly. Then the frost hardened and everything grew still. The air
began to hum with the cold.
One morning a dog’s baying broke the silence.
It was a continuous hurrying bay that pressed on quickly through
the woods, eager and clear and harrying with loud yelps.
Bambi raised his head in the hollow under the fallen tree, and
looked at the old stag who was lying beside him.
“That’s nothing,” said the old stag in answer to Bambi’s glance,
“nothing that need bother us.”
Still they both listened.
They lay in their hollow with the old beech trunk like a sheltering
roof above them. The deep snow kept the icy draught from them, and
the tangled bushes hid them from curious eyes.
The baying grew nearer. It was angry and panting and relentless.
It sounded like the bark of a small hound. It came constantly closer.
Then they heard panting of another kind. They heard a low
labored snarling under the angry barking. Bambi grew uneasy, but the
old stag quieted him again. “We don’t need to worry about it,” he said.
They lay silent in their warm hollow and peered out.
The footsteps drew nearer and nearer through the branches. The
snow dropped from the shaken boughs and clouds of it rose from the
earth.
Through the snow and over the roots and branches, the fox came
springing, crouching and slinking. They were right; a little, short-
legged hound was after him.
The fox came springing, crouching and slinking. A little, short-
legged hound was after him.
One of the fox’s forelegs was crushed and the fur torn around it.
He held his shattered paw in front of him, and blood poured from his
wound. He was gasping for breath. His eyes were staring with terror
and exertion. He was beside himself with rage and fear. He was
desperate and exhausted.
Once in a while he would face around and snarl so that the dog
was startled and would fall back a few steps.
Presently the fox sat down on his haunches. He could go no
farther. Raising his mangled forepaw pitifully, with his jaws open and
his lips drawn back, he snarled at the dog.
But the dog was never silent for a minute. His high, rasping bark
only grew fuller and deeper. “Here,” he yapped, “here he is! Here!
Here! Here!” He was not abusing the fox. He was not even speaking
to him, but was urging on someone who was still far behind.
Bambi knew as well as the old stag did that it was He the dog was
calling.
The fox knew it too. The blood was streaming down from him and
fell from his breast into the snow, making a fiery red spot on the icy
white surface, and steaming slowly.
A weakness overcame the fox. His crushed foot sank down
helpless, but a burning pain shot through it when it touched the cold
snow. He lifted it again with an effort and held it quivering in front of
him.
“Let me go,” said the fox beginning to speak, “let me go.” He
spoke softly and beseechingly. He was quite weak and despondent.
“No! No! No!” the dog howled.
The fox pleaded still more insistently. “We’re relations,” he
pleaded, “we’re brothers almost. Let me go home. Let me die with my
family at least. We’re brothers almost, you and I.”
“No! No! No!” the dog raged.
Then the fox rose so that he was sitting perfectly erect. He
dropped his handsome pointed muzzle on his bleeding breast, raised
his eyes and looked the dog straight in the face. In a completely
altered voice, restrained and embittered, he growled, “Aren’t you
ashamed, you traitor!”
“No! No! No!” yelped the dog.
But the fox went on, “You turncoat, you renegade.” His maimed
body was taut with contempt and hatred. “You spy,” he hissed, “you
blackguard, you track us where He could never find us. You betray
us, your own relations, me who am almost your brother. And you
stand there and aren’t ashamed!”
Instantly many other voices sounded loudly round about.
“Traitor!” cried the magpie from the tree.
“Spy!” shrieked the jay.
“Blackguard!” the weasel hissed.
“Renegade!” snarled the ferret.
From every tree and bush came chirpings, peepings, shrill cries,
while overhead the crows cawed, “Spy! Spy!” Everyone had rushed
up, and from the trees or from safe hiding places on the ground, they
watched the contest. The fury that had burst from the fox released an
embittered anger in them all. And the blood spilt on the snow, that
steamed before their eyes, maddened them and made them forget all
caution.
The dog stared around him. “Who are you?” he yelped. “What do
you want? What do you know about it? What are you talking about?
Everything belongs to Him, just as I do. But I, I love Him. I worship
Him, I serve Him. Do you think you can oppose Him, poor creatures
like you? He’s all-powerful. He’s above all of you. Everything we have
comes from Him. Everything that lives or grows comes from Him.”
The dog was quivering with exaltation.
“Traitor!” cried the squirrel shrilly.
“Yes, traitor!” hissed the fox. “Nobody is a traitor but you, only
you.”
The dog was dancing about in a frenzy of devotion. “Only me?” he
cried, “you lie. Aren’t there many, many others on His side? The
horse, the cow, the sheep, the chickens, many, many of you and your
kind are on His side and worship Him and serve Him.”
“They’re rabble!” snarled the fox, full of a boundless contempt.
Then the dog could contain himself no longer and sprang at the
fox’s throat. Growling, spitting, and yelping, they rolled in the snow, a
writhing, savagely snapping mass from which fur flew. The snow rose
in clouds and was spattered with fine drops of blood. At last the fox
could not fight any more. In a few seconds he was lying on his back,
his white belly uppermost. He twitched and stiffened and died.
The dog shook him a few times, then let him fall on the trampled
snow. He stood beside him, his legs planted, calling in a deep, loud
voice, “Here! Here! He’s here!”
The others were horrorstruck and fled in all directions.
“Dreadful,” said Bambi softly to the old stag in the hollow.
“The most dreadful part of all,” the old stag answered, “is that the
dogs believe what the hound just said. They believe it, they pass their
lives in fear, they hate Him and themselves and yet they’d die for His
sake.”
CHAPTER XXIV
The cold broke, and there was a warm spell in the middle of the
winter. The earth drank great draughts of the melting snows so that
wide stretches of soil were everywhere visible. The blackbirds were
not singing yet, but when they flew from the ground where they were
hunting worms, or when they fluttered from tree to tree, they uttered a
long-drawn joyous whistle that was almost a song. The woodpecker
began to chatter now and then. Magpies and crows grew more
talkative. The tit-mice chirped more cheerily. And the pheasants,
swooping down from their roosts would stand in one spot preening
their feathers and uttering their metallic throaty cacklings.
The pheasants, swooping down from their roosts, would stand
in one spot.
TRANSCRIBER NOTES
Misspelled words and printer
errors have been corrected.
Where multiple spellings occur,
majority use has been employed.
Punctuation has been maintained
except where obvious printer
errors occur.
*** END OF THE PROJECT GUTENBERG EBOOK BAMBI ***
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