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Î Ã Ë À Â Ë Å Í È Å ÂÌÅÑÒÎ ÏÐÅÄÈÑËÎÂÈß: îáùàÿ ìèêðîýêîíîìèêà è ìèêðîýêîíîìèêà äëÿ ìåíåäæåðîâ ........................................ Ð À Ç Ä Å Ë I 13 ÎÑÍÎÂÛ ÐÛÍÎ×ÍÎÉ ÝÊÎÍÎÌÈÊÈ .................................. 19 ÃËÀÂÀ 1 1.1. ÂÂÅÄÅÍÈÅ Â ÌÈÊÐÎÝÊÎÍÎÌÈÊÓ ÄËß ÌÅÍÅÄÆÅÐΠ...... Ïðåäìåò ìèêðîýêîíîìèêè è ïðîôåññèîíàëüíûå çàäà÷è ìåíåäæåðîâ ............................... 21 1.2. Ìåòîäû ìèêðîýêîíîìèêè è èõ ïðèìåíåíèå â äåÿòåëüíîñòè ôèðìû .............................................................. ÃËÀÂÀ 2 ÈÍÑÒÈÒÓÖÈÎÍÀËÜÍÛÅ ÎÑÍÎÂÛ ÔÓÍÊÖÈÎÍÈÐÎÂÀÍÈß ÐÛÍÊÀ ............................................ Èíñòèòóò ñîáñòâåííîñòè è îñíîâíûå òèïû ñîáñòâåííèêîâ ... Ìåõàíèçìû ñàìîðåãóëÿöèè ðûíêà ........................................... Äåíüãè ......................................................................................... Ãîñóäàðñòâî â ðûíî÷íîé ýêîíîìèêå, ñîöèàëüíûå ïðîáëåìû ðûíêà ........................................................................ Áèçíåñ-ïðîáëåìà: ïåðåõîäíàÿ ýêîíîìèêà Ðîññèè è ìåíåäæåð ................................................................................. 2.1. 2.2. 2.3. 2.4. 2.5. ÃËÀÂÀ 3 3.1. 3.2. ÑÏÐÎÑ È ÏÐÅÄËÎÆÅÍÈÅ ÍÀ ÐÛÍÊÅ .................................... Ïîíÿòèÿ ñïðîñà è ïðåäëîæåíèÿ ............................................... Âçàèìîäåéñòâèå ñïðîñà è ïðåäëîæåíèÿ: ðàâíîâåñèå è íåðàâíîâåñèå íà ðûíêå ..................................... Ýëàñòè÷íîñòü: êîëè÷åñòâåííûå ïàðàìåòðû ñïðîñà è ïðåäëîæåíèÿ .............................................................. Ðûíî÷íîå ðàâíîâåñèå è ãîñóäàðñòâî ....................................... Áèçíåñ-ïðîáëåìà: îïðåäåëåíèå êðèâîé ñïðîñà ôèðìû ......... Áèçíåñ-ïðîáëåìà: ïðèíöèïû óïðàâëåíèÿ ñïðîñîì ................. 3.3. 3.4. 3.5. 3.6. ÃËÀÂÀ 4 4.1. 4.2. 4.3. 4.4. 4.5. 4.6. Ð À Ç Ä Å Ë ÃËÀÂÀ 5 5.1. 5.2. 5.3. 5.4. II 21 32 39 40 49 52 59 65 73 73 86 96 105 116 124 ÏÎÒÐÅÁÈÒÅËÜÑÊÎÅ ÏÎÂÅÄÅÍÈÅ .......................................... Ïîòðåáèòåëüñêèé âûáîð ........................................................... Êàðäèíàëèçì: òåîðèÿ ïðåäåëüíîé ïîëåçíîñòè ........................ Îðäèíàëèçì: ïîòðåáèòåëüñêèå ïðåäïî÷òåíèÿ ........................ Áèçíåñ-ïðîáëåìà: îñíîâû òåîðèè âåäåíèÿ ïåðåãîâîðîâ .......... Äèíàìè÷åñêîå ðàâíîâåñèå ïîòðåáèòåëÿ .................................. Áèçíåñ-ïðîáëåìà: êàêèå ñâîéñòâà äåëàþò òîâàð ïîïóëÿðíûì? .................................................................... 159 ÌÅÍÅÄÆÅÐ ÊÀÊ ÏÐÎÈÇÂÎÄÈÒÅËÜ: ÎÏÒÈÌÈÇÀÖÈß ÖÅÍ È ÎÁÚÅÌΠÂÛÏÓÑÊÀ .................... 171 ÈÇÄÅÐÆÊÈ ................................................................................ Ïðèðîäà èçäåðæåê è ïîíÿòèå ïðèáûëè ................................... Èçäåðæêè â êðàòêîñðî÷íîì ïåðèîäå. Ïîñòîÿííûå è ïåðåìåííûå èçäåðæêè ...................................... Èçíîñ è àìîðòèçàöèÿ ................................................................ Ñðåäíèå è ïðåäåëüíûå èçäåðæêè ............................................. 9 133 133 134 139 148 154 173 173 183 188 194 5.5. Èçäåðæêè â äîëãîñðî÷íîì ïåðèîäå. Ýêîíîìèÿ íà ìàñøòàáå è îõâàòå ïðîèçâîäñòâà ...................... Áèçíåñ-ïðîáëåìà: òåîðèÿ èçäåðæåê è ïðàêòèêà óïðàâëåíèÿ ôèðìîé .................................................................. 5.6. ÃËÀÂÀ 6 6.1. ÑÎÂÅÐØÅÍÍÀß ÊÎÍÊÓÐÅÍÖÈß ............................................ Ôåíîìåí êîíêóðåíöèè è ìîäåëü ñîâåðøåííîé êîíêóðåíöèè ....................................... Ïðèíöèïû ïîâåäåíèÿ ôèðìû íà ðûíêå ñîâåðøåííîé êîíêóðåíöèè ....................................... Ðàâíîâåñèå êîíêóðåíòíîé îòðàñëè â êðàòêîñðî÷íîì è äîëãîñðî÷íîì ïåðèîäàõ ......................................................... Áèçíåñ-ïðîáëåìà: íåðàâåíñòâî óñëîâèé (ìîäåëü ÷èñòîé êîíêóðåíöèè) ................................................... Áèçíåñ-ïðîáëåìà: ïðèíöèïû âûáîðà àññîðòèìåíòà ............... 6.2. 6.3. 6.4. 6.5. ÃËÀÂÀ 7 ÎÁÙÈÅ ×ÅÐÒÛ ÏÎÂÅÄÅÍÈß ÔÈÐÌÛ ÍÀ ÐÛÍÊÀÕ ÍÅÑÎÂÅÐØÅÍÍÎÉ ÊÎÍÊÓÐÅÍÖÈÈ ................ ×åðòû íåñîâåðøåííîé êîíêóðåíöèè ....................................... Áèçíåñ-ïðîáëåìà: ôèëîñîôèÿ ìàêñèìèçàöèè ïðèáûëè (ïðèìåíåíèå ïðàâèëà MR = MC) ............................................... Áèçíåñ-ïðîáëåìà: óïðàâëåí÷åñêèå ðåøåíèÿ è èíêðåìåíòàëüíûé àíàëèç ....................................................... 7.1. 7.2. 7.3. ÃËÀÂÀ 8 8.1. 8.2. ÌÎÍÎÏÎËÈÑÒÈ×ÅÑÊÀß ÊÎÍÊÓÐÅÍÖÈß ........................... Îáùàÿ õàðàêòåðèñòèêà ðûíêà .................................................. Ïîâåäåíèå ôèðìû â êðàòêîñðî÷íîì è äîëãîñðî÷íîì ïåðèîäàõ ......................................................... Áèçíåñ-ïðîáëåìà: äèôôåðåíöèàöèÿ òîâàðà è ðåêëàìà .......... Áèçíåñ-ïðîáëåìà: ïðåäïðèíèìàòåëüñêàÿ áäèòåëüíîñòü è êîíêóðåíöèÿ ............................................................................ 8.3. 8.4. ÃËÀÂÀ 9 9.1. 9.2. 9.3. 9.4. ÃËÀÂÀ 10 10.1. 10.2. 10.3. Ð À Ç Ä Å Ë ÃËÀÂÀ 11 11.1. 11.2. III 200 209 222 222 229 245 250 258 268 268 275 288 295 295 301 305 319 ÎËÈÃÎÏÎËÈß .......................................................................... Îáùàÿ õàðàêòåðèñòèêà ðûíêà è îñîáåííîñòè ðàâíîâåñèÿ ôèðìû .......................................... Áèçíåñ-ïðîáëåìà: ïîâåäåíèå ôèðìû ïðè íåñêîîðäèíèðîâàííîé îëèãîïîëèè è íà êàðòåëèðîâàííûõ ðûíêàõ ................ Áèçíåñ-ïðîáëåìà: ïîâåäåíèå ôèðìû ïðè êàðòåëåïîäîáíîé ñòðóêòóðå ðûíêà ................................... Áèçíåñ-ïðîáëåìà: öåíîîáðàçîâàíèå â ïðàêòè÷åñêîì áèçíåñå ............................................................. 325 ÌÎÍÎÏÎËÈß ........................................................................... Ìîíîïîëèÿ è åå ðîëü â ýêîíîìèêå .......................................... Ïðèíöèïû àíòèìîíîïîëüíîé ïîëèòèêè ................................... Áèçíåñ-ïðîáëåìà: öåíîâàÿ äèñêðèìèíàöèÿ ............................. 372 372 384 403 ÌÅÍÅÄÆÅÐ ÊÀÊ ÏÎÊÓÏÀÒÅËÜ: ÎÏÒÈÌÈÇÀÖÈß ÈÑÏÎËÜÇÎÂÀÍÈß ÐÅÑÓÐÑΠ................ 413 ÒÐÓÄ ÊÀÊ ÝÊÎÍÎÌÈ×ÅÑÊÈÉ ÐÅÑÓÐÑ ................................. Ïðèðîäà ñïðîñà íà ðåñóðñû ñî ñòîðîíû ôèðìû .................... Ôàêòîð «òðóä» è çàðàáîòíàÿ ïëàòà .......................................... 415 415 421 10 325 340 353 360 11.3. Ðûíîê òðóäà â óñëîâèÿõ ñîâåðøåííîé è íåñîâåðøåííîé êîíêóðåíöèè ................................................ Áèçíåñ-ïðîáëåìà: ÷åëîâå÷åñêèé êàïèòàë ôèðìû ................... 11.4. ÃËÀÂÀ 12 12.1. 12.2. 12.3. 12.4. ÃËÀÂÀ 13 13.1. 13.2. 13.3. Ð À Ç Ä Å Ë ÃËÀÂÀ 14 14.1. 14.2. 14.3. 14.4. ÃËÀÂÀ 15 15.1. 15.2. 15.3. 15.4. ÃËÀÂÀ 16 16.1. 16.2. 16.3. 16.4. ÃËÀÂÀ 17 IV 430 439 ÊÀÏÈÒÀË ÊÀÊ ÝÊÎÍÎÌÈ×ÅÑÊÈÉ ÐÅÑÓÐÑ ......................... Êàïèòàë êàê ôàêòîð ïðîèçâîäñòâà. Êàïèòàë ïðåäïðèÿòèÿ ..... Áèçíåñ-ïðîáëåìà: äèñêîíòèðîâàíèå êàê óíèâåðñàëüíûé ïîäõîä ê îöåíêå äîëãîñðî÷íûõ ïðîåêòîâ ................................ Ïðèâëå÷åíèå êàïèòàëà ôèðìîé ............................................... Ðàâíîâåñèå íà ðûíêå îñíîâíîãî êàïèòàëà. Ïðèíöèïû áþäæåòèðîâàíèÿ ..................................................... 449 449 ÇÅÌËß ÊÀÊ ÝÊÎÍÎÌÈ×ÅÑÊÈÉ ÐÅÑÓÐÑ .............................. Çåìëÿ êàê ôàêòîð ïðîèçâîäñòâà .............................................. Ðûíîê íåâîçîáíîâëÿåìûõ ïðèðîäíûõ ðåñóðñîâ ..................... Ðûíîê âîçîáíîâëÿåìûõ ïðèðîäíûõ ðåñóðñîâ ......................... 493 493 494 497 ÌÅÍÅÄÆÅÐ Â ÌÈÐÅ ÍÅÎÏÐÅÄÅËÅÍÍÎÑÒÈ: ÎÃÐÀÍÈ×ÅÍÍÀß ÎÏÒÈÌÈÇÀÖÈß ÁÈÇÍÅÑÀ ..................... ÒÐÀÍÑÀÊÖÈÎÍÍÛÅ ÈÇÄÅÐÆÊÈ ........................................... Ñóùíîñòü òðàíñàêöèîííûõ èçäåðæåê ...................................... Âèäû òðàíñàêöèîííûõ èçäåðæåê .............................................. Çíà÷åíèå òðàíñàêöèîííûõ èçäåðæåê ....................................... Áèçíåñ-ïðîáëåìà: óïðàâëåíèå òðàíñàêöèîííûìè èçäåðæêàìè ôèðìû .................................... ÈÍÔÎÐÌÀÖÈß ÊÀÊ ÝÊÎÍÎÌÈ×ÅÑÊÈÉ ÐÅÑÓÐÑ, ÐÈÑÊÈ È ÍÅÎÏÐÅÄÅËÅÍÍÎÑÒÜ ............................................ Ýêîíîìè÷åñêàÿ ñóùíîñòü èíôîðìàöèè, ïðè÷èíû è ïîñëåäñòâèÿ åå íåïîëíîòû ..................................... Âûáîð â óñëîâèÿõ íåîïðåäåëåííîñòè è ðèñêà ......................... Áèçíåñ-ïðîáëåìà: ðèñê êàê îñîáûé âèä èçäåðæåê. Ìåòîäû ñíèæåíèÿ ðèñêà ........................................................... Áèçíåñ-ïðîáëåìà: óïðàâëåíèå ðèñêîì ..................................... 459 470 486 505 507 507 511 520 527 533 533 542 558 569 ÏÐÅÄÏÐÈÍÈÌÀÒÅËÜ, ÌÅÍÅÄÆÅÐ, ÔÈÐÌÀ .......................... Ôóíêöèè è íîñèòåëè ïðåäïðèíèìàòåëüñòâà â ðûíî÷íîé ýêîíîìèêå .............................................................. Ïðèðîäà ôèðìû ......................................................................... Áèçíåñ-ïðàêòèêóì: ôèðìà êàê îðãàíèçàöèÿ, öåëè ôèðìû ..... Áèçíåñ-ïðàêòèêóì: òèïû ïðåäïðèÿòèé ..................................... 583 583 589 603 608 ÌÅÒÎÄÎËÎÃÈß ÝÊÎÍÎÌÈ×ÅÑÊÎÉ ÒÅÎÐÈÈ È ÏÐÀÊÒÈÊÀ ............................................................................. 624 ÊÎÍÒÐÎËÜÍÛÅ ÂÎÏÐÎÑÛ ............................................................................................ 634 ÊÐÀÒÊÈÅ ÐÅÊÎÌÅÍÄÀÖÈÈ Ê ÌÀÃÈÑÒÅÐÑÊÈÌ ÊÓÐÑÀÌ ÏÎ ÌÈÊÐÎÝÊÎÍÎÌÈÊÅ .... 639 ÃËÎÑÑÀÐÈÉ 642 ..................................................................................................... Ñåðèÿ ó÷åáíèêîâ «Ýêîíîìè÷åñêàÿ òåîðèÿ è ðîññèéñêàÿ ïðàêòèêà» Ïîä îáùèì ðóêîâîäñòâîì À.Ã. Ãðÿçíîâîé ÊÎËËÅÊÒÈ ÀÂÒÎÐΠÓ×ÅÁÍÈÊÀ «ÌÈÊÐÎÝÊÎÍÎÌÈÊÀ: ÏÐÀÊÒÈ×ÅÑÊÈÉ ÏÎÄÕÎÄ (MANAGERIAL ECONOMICS)» Ïðåäèñëîâèå Ãðÿçíîâà À.Ã., Þäàíîâ À.Þ. Ãëàâà 1 Êàðàìîâà Î.Â. Ãëàâà 2 Äóìíàÿ Í.Í. Àáðàìîâà Ì.À. Ñóìàðîêîâ Â.Í. — 2.1, 2.2, 2.5, — 2.3, — 2.4 Ãëàâà 3 Òàðàñåíêî Ñ.Â. Þäàíîâ À.Þ. — 3.1—3.5, — 3.6 Ãëàâà 4 Ïèâîâàðîâà Ì.À. Ãëàâà 5 Íèêîëàåâà È.Â. Þäàíîâ À.Þ. Ãëàâà 6 Àëüïèäîâñêàÿ Ì.Ë. — 6.1—6.3, Þäàíîâ À.Þ. — 6.1—6.5 Ãëàâà 7 Þäàíîâ À.Þ. Ãëàâà 8 Þäàíîâ À.Þ. Ãëàâà 9 Þäàíîâ À.Þ. Ãëàâà 10 Þäàíîâ À.Þ., Ýñêèíäàðîâ Ì.À. Ãëàâà 11 Ëàíèí Á.Å. Þäàíîâ À.Þ. — 11.1—11.3, — 11.4 Ãëàâà 12 Êîëîäíÿÿ Ã.Â. Þäàíîâ À.Þ. — 12.1—12.3, — 12.2 Ãëàâà 13 Óñïåíñêèé Â.À. Ãëàâà 14 Ðàçóìîâ Â.Â. Ãëàâà 15 Ðàçóìîâ Â.Â. Óñïåíñêèé Â.À. — 15.1—15.3, — 15.4 Ãëàâà 16 Êîëîäíÿÿ Ã.Â. — 16.1—16.4 Ãëàâà 17 Ãðÿçíîâà À.Ã. Ãëîññàðèé Ïèâîâàðîâà Ì.À. — 5.1—5.5, — 5.6 Ðóêîâîäèòåëü àâòîðñêîãî êîëëåêòèâà ó÷åáíèêà À.Þ. ÞÄÀÍΠ12
