Î Ã Ë À Â Ë Å Í È Å

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 ÌÅÍÅÄÆÅÐÎÂ ......
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 ÎÁÚÅÌÎÂ ÂÛÏÓÑÊÀ ....................
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 ÐÅÑÓÐÑÎÂ ................
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. ÞÄÀÍÎÂ
12