1. FOCUS: MARGINAL THINKING DO NOW: In your notebook, define margin marginal cost marginal benefit utility marginal utility diminishing marginal utility Mick just “Can’t get NO SATISFACTION….No UTILITY!”

2. FOCUS: MARGINAL THINKING DO NOW: In your notebook, define margin marginal cost marginal benefit utility marginal utility diminishing marginal utility Mick just “Can’t get NO SATISFACTION….No UTILITY!”

3. TERMS: Utility: the ability of a good or service to SATIFY a need/want = satisfaction Marginal: “one more unit” of something; the difference between two things Marginal analysis: what’ll happen if I produce or consume one more unit Marginal cost – the cost of producing or consuming one more Marginal benefit – the benefit of producing or consuming one more

4. FOCUS: Marginal Analysis OBJ. 1.Define and explain key terms. 2.Apply key concepts. 3.Analyze case study. (WidgetWorks) How COST-BENEFIT ANALYSIS WORKS!

5. Let’s Review COSTS: Any given activity has 2 distinct kinds of COSTS –ACCOUNTING COST –OPPORTUNITY COST

6. ACCOUNTING COST: A simple MONETARY COST of a good or service $$$$$$$$$$$ An “OUT-OF-POCKET” expense An EXPLICIT COST

7. OPPORTUNITY COST The value of the next best alternative to any given activity, good or service Reflects the nature of a TRADE- OFF. By choosing to ALLOCATE resources in one way, you decide NOT to use them in any other An IMPLICIT COST

8. ECONOMIC COST: Accounting Cost +Opportunity Cost TOTAL ECONOMIC COST

9. TRANSACTION COSTS: Economic exchanges ALSO have TRANSACTION COST –SEARCH & INFORMATION COST –BARGAINING COST –POLICING & ENFORCEMENT COST

10. SEARCH & INFORMATION COST: Time spent to determine –if desired good is available –best price (comparative shopping)

11. BARGAINING COST: Cost of time it takes –for the parties to come to an acceptable agreement (negotiate a deal) –to draw up a contract Lawyer Notary public State bureaucracy (permit, license, corporate charter)

12. POLICING & ENFORCEMENT COST: Time and effort spent to –Ensure that the other party sticks to the agreed terms –Warranty rights are applied (may involve lawyer & court costs)

13. REVIEW: 4 Key Economic Assumptions People are RATIONAL. People are GREEDY (wants = unlimited). People act in their own SELF- INTEREST. RESOURCES are SCARCE.

14. COST-BENEFIT ANALYSIS: Making a list of the PROS & CONS of a decision Weighing the COSTS against the BENEFITS

15. OPTIMIZATION: GOAL –Maximize BENEFIT –Minimize COST Requires OPTIMAL (most efficient) ALLOCATION of resources Examines TRADE-OFFS

16. Considering the TIME FACTOR! FOCUS: SUNK COSTS Incurred in the PAST! Impossible to recover Economists don’t consider them because, “Oh, well…. You can’t get ‘em back, so it’s not RATIONAL!”

17. UTILITY & SUPPLY and DEMAND: DEMAND SIDE – the “buy” side” Law of Diminishing Marginal Utility SUPPLY SIDE – the “sell side” Law of Diminishing Marginal Returns

18. TERMS: Utility: the ability of a good or service to SATIFY a need/want = satisfaction Marginal: “one more unit” of something; the difference between two things Marginal analysis: what’ll happen if I produce or consume one more unit Marginal cost – the cost of producing or consuming one more Marginal benefit – the benefit of producing or consuming one more

19. FOCUS: Utility and the Law of Diminishing Marginal Utility OBJ: 1.Define key terms. utility, marginal utility, diminishing marginal utility, “util” 2.Analyze case studies.

20. THE LAW OF DIMINISHING MARGINAL UTILITY UTILITY – the amount of SATIFACTION you get out of consuming another unit of something THE LAW OF DIMINISHING MARGINAL UTILITY - each additional unit provides less UTILITY or SATISFACTION “UTILS” : imaginary units used to measure satisfaction or UTILITY

21. highlighter 2. Expresso3. Ice Cream1. Expresso

22. 9 1 Sunk cost 3 149 11 10 9 8 7 6 4 1 7 5 2 -2 2

23. Costs or Benefits which Occur to Those NOT Party to a Transaction: EXTERNALITIES An EXTERNALITY is a COST or a BENEFIT that affects a third party not involved in a transaction TYPES: –POSITIVE (ex.: smelling my neighbor’s roses) –NEGATIVE (ex.: pollution) EXAMPLES OF MARKET FAILURE!