1.  Economics  What’s Economics about? ♦ Science of making decisions to allocate scarce resources to alternative uses. ♦ Three fundamental questions: – What? – How? – To whom? ♦ Microeconomics vs Macroeconomics.  Managerial Economics vs Micro Economics

2. A market economy

3. Microeconomics vs Macroeconomics ♦ Microeconomics: – Studies decision making and interactions of individual agents; – Concentrates on Demand, Supply and Markets. ♦ Macroeconomics: – Studies the evolution of the aggregate economy, as a result of individual decisions and interactions; – Concentrates on Product, Unemployment and Inflation. Managerial Economics vs Micro economics

4. Managerial economics applies microeconomic theory to business problems –How to use economic analysis to make decisions to achieve firm’s goal of profit maximization Microeconomics –Study of behavior of individual economic agents

5. Why Managerial Economics?

6. The Fundamentals of Managerial Economics Use economic profits; Identify objectives and constraints; Understand markets; Conduct marginal analysis; Consider incentives and signaling; Recognize time value of money

7. Economic Cost of Resources Opportunity cost of using any resource is: –What firm owners must give up to use the resource Market-supplied resources –Owned by others & hired, rented, or leased Owner-supplied resources –Owned & used by the firm

8. Total Economic Cost –Sum of opportunity costs of both market- supplied resources & owner-supplied resources Explicit Costs –Monetary payments to owners of market- supplied resources Implicit Costs –Nonmonetary opportunity costs of using owner-supplied resources

9. Economic Cost of Using Resources + =

10. Types of Implicit Costs Opportunity cost of cash provided by owners –Equity capital Opportunity cost of using land or capital owned by the firm Opportunity cost of owner’s time spent managing or working for the firm

11. Economic Profit versus Accounting Profit Economic profit= Total revenue – Total economic cost = Total revenue – Explicit costs – Implicit costs Accounting profit = Total revenue – Explicit costs Accounting profitdoes not subtract implicit costs from total revenue Firm owners must cover all costs of all resources used by the firm –Objective is to maximize economic profit

12. 3. Use economic profits ♦ Accounting profits ♦ Economic profits: – Oportunity costs. ♦ Example: Operation of a small pizzeria. ♦ Objective: maximize shareholders value.

13. Operation of a small pizzeria (I) ♦ Mike runs a small pizzeria in his hometown. ♦ He owns the building. ♦ Annual revenues are €100000 euros. ♦ Annual costs are €20000. ♦ Annual profit is €80000 euros. ♦ This is not the economic profit!

14. Operation of a small pizzeria (II) ♦ Mike could have a job earning €30000. ♦ Mike could have rented the space for €100000. ♦ The economic profit is just: ∏ = 80000-30000-100000= -50000 ♦ CONCLUSION: Mike should close the pizzeria, rent the space and get the alternative job.

15. 2. Identify objectives and constraints ♦ The role of objectives: – Choices are made to achieve objectives; – Objectives of the unit and objectives of the sub-units. ♦ Resources are scarce: – Impose constraints; – Limit possibilities.

16. Maximizing the Value of a Firm Value of a firm –Price for which it can be sold –Equal to net present value of expected future profit Risk premium –Accounts for risk of not knowing future profits –The larger the rise, the higher the risk premium, & the lower the firm’s value

17. Maximizing the Value of a Firm Maximize firm’s value by maximizing profit in each time period –Cost & revenue conditions must be independent across time periods Value of a firm =

18. 3. What is a Market? A market is any arrangement through which buyers & sellers exchange goods & services Markets reduce transaction costs –Costs of making a transaction other than the price of the good or service

19. Price-Takers vs. Price-Setters Price-taking firm –Cannot set price of its product –Price is determined strictly by market forces of demand & supply Price-setting firm –Can set price of its product –Has a degree of market power, which is ability to raise price without losing all sales

20. Market Structures Market characteristics that determine the economic environment in which a firm operates –Number & size of firms in market –Degree of product differentiation –Likelihood of new firms entering market

21. Perfect Competition Large number of relatively small firms Undifferentiated product No barriers to entry

22. Monopoly Single firm Produces product with no close substitutes Protected by a barrier to entry

23. Monopolistic Competition Large number of relatively small firms Differentiated products No barriers to entry

24. Oligopoly Few firms produce all or most of market output Profits are interdependent –Actions by any one firm will affect sales & profits of the other firms

25. Globalization of Markets Economic integration of markets located in nations around the world –Provides opportunity to sell more goods & services to foreign buyers –Presents threat of increased competition from foreign producers

26. Recognize the time value of money ♦ Many decisions have monetary implications throughout a long period of time (R&D is a typical example). This raises specific problems. ♦ 1€ today is worth more that 1€ one year from now. – Opportunity cost of capital; – Use present values. ♦ Example: R&D of new drugs.

27. 4. Conduct marginal analysis ♦ Why and how marginal analysis: – Decide on the basis of marginal benefits and marginal costs. ♦ Examples: – Discrete decisions: How many machines (Labor) to buy?

28. 3. Use economic profits ♦ Accounting profits ♦ Economic profits: – Oportunity costs.