Chapter 1 : Demand Analysis

1
Chapter 1 Demand Analysis

• Demand Analysis
• By develops the theory demand and
  introduces the elasticity properties of the
  demand function and Serve two majors managerial
  objectives
• 1. The provides insigths necessary to
  effectively manipulate demand.
• 2. The helps forecast sales and
  revenues.
• By examining only the
  relationship between price and Unit sales,
  thereby assuming that the other factors that
  influence demand, such as income levels and
  advertising, remain unchanged o are held
  constant.
• One of the most important
  concept from the theory of demand is the concept
  of elasticity. The price elasticity of demand is
  a measure of the responsiveness of quantity to
  change in one of the factors influence demand,
  such as price, adverting, income levels, and the
  prices of substitute or complementary goods.

2
Demand Analysis

• Demand Sizes
• 1.1 ???????????????????????
• 1.2 ????????????????????????????
• 1.3 ????????????????????????????
• 1.4 ?????????????????/????????????
• 1.5 ??????????????????????

3

• Demand ??? ??????????????????????? ? ?????????
• ??????????(????)???????????
  ?????????
• Analysis(????????????) ??? ???????????????????????
  ??????????? ? ????????????????????????????????????
  ?????????????????????? ???????????????????????? ?
  
• Synthesis(?????????????) ??? ?????????????????????
  ????????? ? ?????????????????????
  ???????????????????????(????)???????????????????
  ??????????????????????????????????????????????????
  ???????????????????????????????????? ????
  ???????????????????????????????? ???????

4

• 2. Consumer Behaviors
• 2.1 ????????????????????????(Ut
  ility)
• 2.2 ????????????????????????
  (Marginal Utility)
• 2.3 ???????????????????????????????(
  Consumer equilibrium)
• 2.4 ????????????????????????????????
  ???(Indifference Curve)
• 1) ?????????????????????
  ??
• 2) ????????????
• 3) ???????????????????
• 4) ????????????????????????
  ?????????

5

• 2.1 ????????????????????????(Utility)
• TU MU1 MU2 .MUn
• TU ???????????????(Total Utility)
• MU ?????????????????(Marginal
  Utility)????????????
• MU ?TU
• ?Q
• ?Q ??????????????????????????????????
  ??

6

• ???????????????(Total Utility)
• TU MU1 MU2 .MUn
• 
  TU 40Q 2Q2
• 0
  Q

7

• ?????????????????(????????????)(Marginal
  Utility)
• MU ?TU/ ?Q
• 
  
• 40
• 
  MU 40 4Q
• 20
• 0 2 4
  6 8 10 Q

8

• ???????????????????(Equilibrium)
• MUx MUy MUz MUm
• Px Py
  Pz
• MU ?????????????????(Marginal
  Utility)????????????
• P ??????????
• X, Y,Z ????????????? X, Y, Z

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• 2.2 ???????????????????????????????(IC)
• 6 Y
• 5 ???? Budget Line
  
• 4
• 3 A
• 
  
• 2
• 
  IC
• 0 1 2 3 4
  5 6 7 8 X

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• 2.3 ???????????????????????????????
• 6 Y
• 5 ???? Budget Line
  
• 4
• 3 B A C
• 
  
• 2
• 
  IC1 IC2 IC3
• 0 1 2 3 4
  5 6 7 8 X

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Demand Analysis

• 3. Demand Function
• Qdx f (Px ,Py ,Pz
  ,I )
• ?????? Qdx ???????????????????? X
• Px ?????????? X
• Py ?????????? Y
• Pz ?????????? Z
• I
  ??????????????????
• Ex. Qdx 1,000 - 2Px

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Market Demand

• ???? 100 ???????????? 800, ???? 200
  ?????????? 600
• ??????? 300 ???? 400
• P
• 300
• 200
• 100
• O
  400 600 800 Qx

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• ???????????????????????????? ???? 7 ????
• ??????????????????????????????????????????????????
  ????? ?????????
• Qdx f (Px ,Y ,T ,P ,S..)
• ?????? Qdx ??????????????????????? X
• Px
  ??????????????? X
• Y ??????????????????
• T ??????????????????
• Py
  ?????????? Y
• 
  ????????????????????????? X ???
• S
  ?????????? ?

14
Change in Demand

• Qdx 500 - 100Px 150Py
  250Pz 0.01I
• ???????? Px 7 ???
• Py 5 ???
• Pz 3 ???
• 
  I 20,000
• ?????? Qdx 500 100(7) 150(5)
  250(3) 0.01(20,000)

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• 1. ????????????????????????????? (Arc
  Elasticity)
• ??????????????????????????????????????????????????
  ???? ??????????
• ?????? 2 ???????????????? ????????????????????????
  ??????????????????????????????????????????????
• ??? Edp ?????????????????????????????
• Q2 ?????????????????????????????????
• Q1 ????????????????????????????????
• P2 ??????????????????????????
• P1 ????????????????????
• Q1-Q2 ?????????????????????????????????
• P1-P2 ??????????????????????????????

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• ?????????????????????????????????????????(Arc
  Elasticity)
• P
• D
• 80P1 B
• 50P2 A
• 
  D
  
  
• 0 Q140
  Q2100 Q ??????
• ????????????????????????????????? 50 ???
  ????????? 100 ???????? ??????????????????
• ?????????????? 80 ??? ????????????????????????????
  ???? 40 ????????
• ??????????????????????????????????????????????????
  ??????????????????
• ??????? Edp ? ??????????????????????
• P1 80 Q1 40

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• ?????????????????????????(Perfectly Inelastic
  Demand)
• P
• 
  
• 40
  Edp 0
• 
  
• 20
• 0 2 4
  6 8 10
  Q

18

• ?????????????????????????(Relatively Inelastic
  Demand)
• P
• 
  
• 40 Edp lt 1
• 
  
• 20
• D
• 0 2 3 4
  6 8 10
  Q

19

• ??????????????????????????????????????????
  (Unitary Inelastic)
• P
• 
  
• Edp 1
• 40
• 
  
• 20
• 
  D
• 0 2 3 4
  6 8 10
  Q

20

• ?????????????????????????????????(Relatively
  Inelastic Demand)
• P
• 
  
• Edp gt 1
• 40
• 
  
• 20
• 
  D
• 0 2 3 4
  5 6 8
  10 Q

21

• ??????????????????????????????(Perfectly
  Inelastic Demand)
• P
• 
  
• 40
  
• 
  
• 20
  Edp a
• 0 2 4
  6 8 10
  Q

22
??????????????????????????(D)?????????(R)

• Demand Function Qdx f (Px ,Py ,Pz ,I )
• ???
  Q a - bP
• Total Revenue TR PQ
• ?????? Q TR P(a-bP)
• TR aP bP2
• Profit TR - TC

23
????????????????????????????????????(R)

• Demand Function Qdx f (Px ,Py ,Pz ,I )
• ???
  Q a - bP
• Total Revenue TR PQ
• ?????? Q TR P(a-bP)
• TR aP bP2
  
• Profit TR - TC

???????????????????????????????????????????? ?
?????????????
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Managerial Management

• 1. Demand Analysis and Estimation
• 2. Cost and Production Analysis
• 3. Market Analysis and Pricing
• 4. Profit Analysis to Price and Output
  Determination
• 5. Investment Analysis and Decision

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???????????????????? What, How, For whom

• ????????????????????????
• Efficiency
• Effectiveness

26
??????/???????/????????????????????????/??????????
??