[精选]市场营销第十五章市场需要英文.pptx

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1、ChapterFifteenMarketDemandFromIndividualtoMarketDemandFunctionsThinkofaneconomycontainingnconsumers,denotedbyi=1,…,n.Consumeri’sordinarydemandfunctionforcommodityjisFromIndividualtoMarketDemandFunctionsWhenallconsumersareprice-takers,themarketdemandfunction

2、forcommodityjisFromIndividualtoMarketDemandFunctionsp1p1p1201535p1’p1”p1’p1”p1’p1”The“horizontalsum”ofthedemandcurvesofindividualsAandB.ElasticitiesElasticitymeasuresthe“sensitivity”ofonevariablewithrespecttoanother.TheelasticityofvariableXwithrespecttova

3、riableYisOwn-PriceElasticityofDemandQ:Whynotjustusetheslopeofademandcurvetomeasurethesensitivityofquantitydemandedtoachangeinacommodity’sownprice?A:Becausethevalueofsensitivitythendependsuponthe(arbitrary)unitsofmeasurementusedforquantitydemanded.ArcandPoin

4、tElasticitiesAn“average”own-priceelasticityofdemandforcommodityioveranintervalofvaluesforpiisanarc-elasticity,usuallycomputedbyamid-pointformula.Elasticitycomputedforasinglevalueofpiisapointelasticity.ArcOwn-PriceElasticitypiXi*pi’pi’+hpi’-hWhatisthe“averag

5、e”own-priceelasticityofdemandforpricesinanintervalcenteredonpi’?ArcOwn-PriceElasticitypiXi*pi’pi’+hpi’-hWhatisthe“average”own-priceelasticityofdemandforpricesinanintervalcenteredonpi’?PointOwn-PriceElasticitypiXi*pi’pi’+hpi’-hWhatistheown-priceelasticit

6、yofdemandinaverysmallintervalofpricescenteredonpi’?Ash®0,PointOwn-PriceElasticitypiXi*pi’Whatistheown-priceelasticityofdemandinaverysmallintervalofpricescenteredonpi’?istheelasticityatthepointPointOwn-PriceElasticityE.g.Supposepi=a-bXi.ThenXi=(a-pi)/ban

7、dTherefore,PointOwn-PriceElasticitypiXi*api=a-bXi*a/ba/2a/2bPointOwn-PriceElasticitypiXi*api=a-bXi*a/ba/2a/2bown-priceelasticown-priceinelastic(own-priceunitelastic)PointOwn-PriceElasticityE.g.ThensoPointOwn-PriceElasticitypiXi*everywherealongthedemandcurv

8、e.RevenueandOwn-PriceElasticityofDemandIfraisingacommodity’spricecauseslittle(alotof)decreaseinquantitydemanded,thensellers’revenuesrise.Henceown-priceinelastic(elastic)demandcausessellers’revenuestori