微观经济学 选择题 CHAPTER 10

Chapter 10Externalities1. Market failure in the form of externalities arises whena. production costs are included in the prices of goods.b. not all costs and benefits are included in the prices of goods.c. the benefits exceed the costs of consuming goods.d. the market fails to achieve equilibrium.ANSWER: b not all costs and benefits are included in the prices of goods.SECTION: INTRO OBJECTIVE: 12. Which of the following is an example of a positive externality?a. air pollutionb. a person littering in a public parkc. a nice garden in front of your neighbor’s housed. the pollution of a streamANSWER: c a nice garden in front of your neighbor’s houseSECTION: INTRO OBJECTIVE: 13. The social cost of a good isa. its benefit to the people who buy and consume it.b. its total benefit to everyone in society.c. its cost to everyone in the society that occurs in addition to the private costs.d. the cost paid by the firm that produces and sells it.ANSWER: c its cost to everyone in the society that occurs in addition to the private costs. SECTION: INTRO OBJECTIVE: 14. The private benefit of consuming a good isa. its benefit to the people who buy and consume it.b. its total benefit to everyone in the society.c. its cost to everyone in the society.d. the cost paid by the firm that produces and sells it.ANSWER: a its benefit to the people who buy and consume it.SECTION: INTRO OBJECTIVE: 15. When a person drives a car that pollutes the air thea. private cost of consuming the car’s ser vices exceeds the social cost.b. private benefit of consuming the car’s services exceeds the social benefit.c. social cost of consuming the car’s services exceeds the private cost.d. social benefit of consuming the car’s services exceeds the private benefits.ANSWER: c social cost of consuming the car’s services exceeds the private cost.SECTION: INTRO OBJECTIVE: 15758 Chapter 10/Externalities6. If a perfectly competitive industry is not forced to take account of a negative externality it creates, itwill produce wherea. the marginal cost of production equals the marginal private benefit.b. the marginal cost of production equals the marginal social benefit.c. the marginal social cost of production equals the marginal social benefit.d. price equals marginal social benefit.ANSWER: a the marginal cost of production equals the marginal private benefit.SECTION: 1 OBJECTIVE: 27. Flu shots are associated with a positive externality. (Those who come in contact with people whoare inoculated are helped as well.) Given perfect competition with no government intervention in the vaccination market, which of the following holds?a. At the current output level, the marginal social benefit exceeds the marginal private benefit.b. The current output level is inefficiently low.c. A per-shot subsidy could turn an inefficient situation into an efficient one.d. All of the above are correct.ANSWER: d All of the above are correct.SECTION: 1 OBJECTIVE: 28. Because there are positive externalities from higher education,a. private markets would provide too little of it.b. private markets would provide too much of it.c. the government should impose a tax on college students.d. the government should impose a tax on students’ families.ANSWER: a private markets would provide too little of it.SECTION: 1 OBJECTIVE: 29. This diagram represents the tobacco industry. Which of the following would be included in thesupply (private cost) curve?a. the cost of laborb. the cost to the government of the hospital expenses of smokers with cancerc. the increased risk of cancer to the nonsmoking passengers in the smoker’s car poold. the price of a pack of cigarettesANSWER: a the cost of laborSECTION: 1 OBJECTIVE: 2Chapter 10/Externalities 5910. This diagram represents the tobacco industry. It is clear that the industry createsa. positive externalities.b. negative externalities.c. no externalities.d. no equilibrium in the market.ANSWER: b negative externalities.SECTION: 1 OBJECTIVE: 211. This diagram represents the tobacco industry. The market creates an equilibrium price and quantityexchanged ofa. $1.90 and 42 units.b. $1.80 and 35 units.c. $1.60 and 42 units.d. $1.35 and 59 units.ANSWER: c $1.60 and 42 units.SECTION: 1 OBJECTIVE: 212. This diagram represents the tobacco industry. The socially optimal price and quantity exchangedarea. $1.90 and 42 units.b. $1.80 and 35 units.c. $1.60 and 42 units.d. $1.35 and 59 units.ANSWER: b $1.80 and 35 units.SECTION: 1 OBJECTIVE: 260 Chapter 10/Externalities13. This diagram represents the tobacco industry. If the government uses a pollution tax, how much ofa tax must be imposed on each unit of production?a. $1.30b. $0.50c. $1.80d. $0.30ANSWER: d $0.30SECTION: 3 OBJECTIVE: 514. This diagram represents the tobacco industry. If the government uses a pollution tax, how much taxrevenue will the government receive?a. $12.60b. $10.50c. $66.50d. $63.00ANSWER: b $10.50.SECTION: 1 OBJECTIVE: 215. Internalizing an externality meansa. the good becomes a public good.b. government regulations or taxes are sufficient to eliminate the externality completely.c. government imposes regulations that eliminate the externality completely.d. incentives are altered so that people take account of the external effects of their actions. ANSWER: d incentives are altered so that people take account of the external effects of their actions. SECTION: 2 OBJECTIVE: 316. A dentist shared an office building with a radio station. The electrical current from the dentist’s drillcauses static in the radio broadcast, causing the radio station to lose $10,000 in discounted future profits. The radio station could put up a shield at a cost of $30,000; the dentist could buy a new drill that causes less interference for $6,000. Either would restore the radio station's lost profits. What is the economically efficient outcome?a. The radio station puts up a shield, which it pays for.b. The radio station puts up a shield, which the dentist pays for.c. The radio station does not put up a shield and the dentist does not buy a new drill.d. The dentist gets a new drill and it does not matter who pays for it.ANSWER: d The dentist gets a new drill and it does not matter who pays for it.SECTION: 2 OBJECTIVE: 317. Why can’t private individuals always internalize an externality without t he help of government?a. Legal restrictions prevent side payments between individuals.b. Transactions costs may be too high.c. Side payments between individuals are inefficient.d. Side payments between individuals violate equity standards.ANSWER: b Transactions costs may be too high.SECTION: 2 OBJECTIVE: 4Chapter 10/Externalities 61 18. What economic argument suggests that if transactions costs are sufficiently low, the equilibrium iseconomically efficient regardless of how property rights are distributed?a. The Coase Theoremb. Say’s Lawc. The Law of Comparative Advantaged. The Law of SupplyANSWER: a The Coase TheoremSECTION: 2 OBJECTIVE: 319. Assume the production of the product in the figure imposes a cost on society of $7.00 per unit. If thefree market equilibrium output is 50 units, the government shoulda. impose a tax of $2.50 per unit.b. reduce the output of the firm by approximately 39 units.c. impose a lump-sum tax of $350 per period.d. impose a tax of $7.00 per unit.ANSWER: d impose a tax of $7.00 per unit.SECTION: 3 OBJECTIVE: 520. A benefit of taxes over regulation to internalize externalities isa. it is easier to choose the optimal amount of taxes than the optimal amount of regulation.b. regulations are more difficult to impose than taxes.c. taxes equate the social costs with the social benefits.d. taxes provide incentives to adopt new methods to reduce the externality.ANSWER: d taxes provide incentives to adopt new methods to reduce the externality.SECTION: INTRO OBJECTIVE: 121. If the government wants to tax a polluter, the economically efficient outcome occurs when thea. marginal tax equals the marginal cost to other people from the pollution.b. average tax equals the average cost to other people from the pollution.c. total tax equals the total cost to other people from the pollution.d. tax is high enough to stop pollution completely.ANSWER: a marginal tax equals the marginal cost to other people from the pollution.SECTION: INTRO OBJECTIVE: 162 Chapter 10/Externalities22. Which of the following is NOT a method that could effectively deal with negative externalities?a. relying on voluntary complianceb. taxing the output of industries that pollutec. creating legal environmental standardsd. increasing public spending on cleanup and reduction of pollutionANSWER: a relying on voluntary compliance.SECTION: 3 OBJECTIVE: 423. A common complaint about environmental regulation and enforcement is that ita. applies only to firms that produce goods, not services.b. is politically motivated and so is always misdirected.c. can be too burdensome to producers who can pay the fines more easily than they can reducepollution.d. results in more pollution than without the regulations.ANSWER: c can be too burdensome to producers who can pay the fines more easily than they can reduce pollution.SECTION: 3 OBJECTIVE: 524. The benefit to a pollution tax over other forms of internalizing a pollution externality is that ita. eliminates pollution completely.b. forces cleanup to occur.c. is imposed only on the market with the externality.d. creates positive externalities to compensate for negative externalities.ANSWER: c is imposed only on the market with the externality.SECTION: 3 OBJECTIVE: 525. Pollution permitsa. impose regulations on firms that they must achieve.b. set a quantity of pollution that will exist.c. cannot be traded between firms in order to make sure that the worst offenders must clean uptheir production processes.d. are efficient because they eliminate all pollution.ANSWER: set a quantity of pollution that will exist.SECTION: 3 OBJECTIVE: 5Chapter 10/Externalities 6326. This diagram shows the market for pollution when permits are issued to firms and traded in themarketplace. The equilibrium price of pollution here isa. $500.b. $1000.c. $1500.d. $2000.ANSWER: b $1000.SECTION: 3 OBJECTIVE: 5。

微观经济学习题及解答第一章一、选择题1、在得出某种商品的个人需求曲线时，下列因素除哪一种外均保持不变？（）A 商品本身的价格； B个人偏好；C 其他商品的价格；D 个人收入2、保持所有其他因素不变，某种商品的价格下降，将导致（）。

Ａ需求量增加；Ｂ需求量减少；Ｃ需求增加；Ｄ需求减少；３、需求量和价格之所以呈反方向变化，是因为（）。

A 收入效应的作用； B替代效应的作用C 收入效应和替代效应同时发生作用；D 以上均不正确；4、有下列因素除哪一种外都会使需求曲线移动？（）A 消费者收入变化；B 商品价格变化；C 消费者偏好变化；D 其他相关商品价格变化。

5、商品x和商品y是相互替代的，则x的价格下降将导致（）。

A x的需求曲线向右移动；B x 的需求曲线向左移动；C y的需求曲线向右移动；D y 的需求曲线向左移动。

6、某种商品价格下降对其互补品的影响是（）。

A 互补品的需求曲线向左移动；B 互补品的需求曲线向右移动；C 互补品的供给趋向向右移动；D 互补品的价格上升。

7、需求的价格弹性是指（）。

A 需求函数的斜率；B 收入变化对需求的影响程度；C 消费者对价格变化的反映程度；D 以上说法都正确。

8、如果一条直线型的需求曲线与一条曲线型的需求曲线相切，则在切点处两曲线的需求弹性（）。

A 相同；B 不同；C 可能相同也可能不同；D 依切点所在的位置而定。

9、直线型需求曲线的斜率不变，因此其价格弹性也不变，这种说法（）。

A 正确；B 不正确；C 有时正确，有时不正确；D 难以确定。

10、假定某商品的价格从10美元下降到9美元，需求量从70增加到75，则需求为（）。

A 缺乏弹性；B 富有弹性；C 单一弹性；D 难以确定。

二、名词解释 (微观部分)1需求量2需求函数3供给量4均衡价格三、简答题1影响商品需求的主要因素有哪些？2影响商品供给的主要因素有哪些？四、计算题已知某产品的市场需求函数为Q=a-Bp，a，b为正常数。

习题一． 名词解释一般均衡分析 契约曲线 帕累托最优 生产可能性曲线二．选择题1．完全竞争下一般均衡的任何特点包含着以下意思( )。

A.对所有个人来说，任意两种商品的边际效用之比一定等于它们对应的边际成本之比B. 消费所有商品的边际效用相等，但是不等于每个消费者消费这些商品的边际成本C. 每种投入品的边际有形产品等于此投入品的价格D. 每种投入品的边际收益产品等于它生产的最终产品的价格2．在完全竞争一般均衡里，以下不正确的是（ ）A. 消费者的边际效用之比等于价格之比B. 两商品的边际技术替代率等于它们的价格之比C. 每种投入品的边际有形产品等于此投入品的价格D. 每种投入品的边际收益产品等于它生产的最终产品的价格3．边际转换率是 ( ) 的斜率A. 需求曲线B. 边际产品曲线C. 生产函数D. 生产可能性曲线4．生产契约曲线上的点表示生产者（ ）A. 获得了最大利润B. 支出了最小成本C. 通过生产要素的重新配置提高了总产量D. 以上均正确5．如果 社会达到生产可能性边界时， BXY MRS =A XY MRS ＜XY MRT ，则应该（ ）A. 增加XB.减少YC.增加X ，减少YD. 增加Y ，减少X6．两种商品在两个人之间的分配，能被称为帕累托最优的条件为( )A.如果不使其中一个人受损失就不能使另一个受益B. 每个人都处在其消费契约曲线上C. 每个人都处在其效用可能性曲线上D. 包括以上所有条件7．下列( )不能由帕累托效率引出A. 交换的效率B. 生产的效率C.产品组合的效率D. 所有人平等地分享收入8．当政府决定对救济接受者的收入免税时，实际上是在（ ）A.有意提高接受救济者对工作的兴趣B.帮助受救济者偷税C.减少了他们的工作热情D.在制定福利计划时的一种随意决定9．以下各条中，除了( )外，都是实现完全竞争均衡状态条件。

A. 价格等于平均成本B.对每一个人和对 其消费的每一种商品而言，边际效用与价格的比率对所有商品都是相等的C. 价格等于边际成本D.在个人间的收入分配没有显著的不平等10．在一个存在X 、Y 两种商品和L 、K 两种要素的经济体中，达到生产领域一般均衡的条件为（ ） A.K L LK P P MRTS = B.XY LK MRS MRT =C.XY XY MRS MRT =D.Y LK X LK MRTS MRTS =三．简答题1．为什么完全竞争的市场机制可以导致帕累托最优状态？2．为什么说交换的帕累托最优条件加生产的最优条件不等于交换和生产的最优条件？3．生产可能性曲线为什么向右下方倾斜？为什么向右上方突出？4．假设所考虑的经济体系由 m 个消费者、 n 个生产者、 r 种资源和 s 种产品组成。

微观经济学试题1. 引言微观经济学是经济学的一个分支，主要研究个体经济单位的行为和决策对市场经济系统的影响。

在微观经济学中，我们研究的是个体经济主体的选择和决策，以及这些选择和决策对市场价格、资源配置等方面的影响。

下面是一些微观经济学的试题，帮助读者加深对这一领域的理解。

2. 试题2.1 计算需求弹性假设某商品的价格增加了10%，而该商品的数量减少了5%。

请计算该商品的需求弹性。

2.2 计算生产函数给定生产函数：Q = 2L0.5K0.5，其中Q表示产出，L表示劳动，K表示资本。

请问在给定资本量（K）的情况下，劳动（L）对产出（Q）的弹性是多少？2.3 理解完全竞争市场在完全竞争市场中，供求决定价格和数量。

请问在完全竞争市场中，价格会在什么水平上形成？为什么？2.4 理解垄断市场在垄断市场中，只有一个厂商控制整个市场。

请问垄断厂商如何决定售价？2.5 简述边际效用递减定律在经济学中，边际效用递减定律指的是每单位消费带来的额外满足感会随着消费量的增加而减少。

请简要说明这一定律的原因。

2.6 解释供给曲线的斜率供给曲线显示了厂商在不同价格水平下的出售数量。

请简要解释供给曲线的斜率表示什么。

2.7 理解成本曲线成本曲线显示了生产特定数量的产品所需的成本。

请问在成本曲线中，边际成本的变化如何与平均成本的变化相关？2.8 解释市场失灵市场失灵指的是市场未能实现最有效的资源配置。

请问市场失灵可以由哪些原因引起？3. 总结微观经济学是研究个体经济单位行为和决策对市场经济系统的影响的学科。

这些试题涵盖了微观经济学中的一些重要概念和理论，通过回答这些试题，读者可以更深入地理解微观经济学的关键概念。

希望这些试题能够对读者在学习微观经济学时有所帮助。

第十章 复习题1．该垄断者减少产量，直到边际成本等于边际收益。

2．P MC P E D-=-1该等式表明，当弹性上升（需求变得更加有弹性），弹性相反数的下降和度量市场力的下降，因而当弹性上升（下降），厂商有更少（多）能力使价格高于边际成本。

3．垄断者的产出决定由需求曲线和边际成本决定。

因而需求的变动不仅像竞争的供给曲线那样给出一系列价格和产量，而且需求的变动可以导致价格改变但产量并不变，也可以导致产量改变而价格不变。

他们不存在价格和产量之间的一一对应关系，因自垄断市场没有供给曲线。

4．垄断力量的程度或一个厂商左右市场的力量取决于面对的需求曲线的弹性。

因此如果厂商的需求曲线的弹性小于无穷，厂商就有一些垄断势力。

5．来源于3个方面：（1）市场需求弹性，如，欧佩克利用石油在短期是无弹性而控制油价（2）厂商的数目，如，某3个厂商控制某一产品的市场份额，他们就有了垄断势力（3）厂商间的相互作用，如，几个主要的厂商相互串通，那么他们就能产生垄断势力。

6．同上7．垄断势力的结果是较高的价格和较低的产量，容易使消费者的利益受损,消费者剩余就会减少。

同时厂商可能用一些非生产的方式来保持他的垄断地位，从而使社会成本更大。

8． 藉由在垄断者的取利润最大值的价格下面限制价格，政府能改变厂商的边际收益曲线的形状。

当价格极高被征税的时候，边际收益为比以极高价格量低的量和极高价格相等。

如果政府取输出最大值,它应该将一个价格对手设定为边际成本。

价格在这一个水平下面引诱公司减少制造, 假定边际成本曲线正在以上难以下咽的食物。

调整者的问题要决定垄断的边际成本曲线的形状。

9. 边际的支出是在总支出方面的改变如被购买的量的变化。

对于为购买由于许多厂商竞争的一个厂商，边际的支出和平均支出相等。

所有的厂商应该购买以便最后一个单位的边际价值和在那一个单位上的边际支出相等。

这对两者的竞争买主和垄断者是真实的。

10. 买方垄断势力是购买者影响一种货物价格的能力。

10Monopolistic Competition: The Competitive Model in a More RealisticSettingChapter SummaryMost markets in Australia have many buyers and sellers, low entry barriers and differentiated goods and services for sale. These are characteristics of monopolistic competition. Each monopolistically competitive firm faces a downward-sloping demand curve so marginal revenue is less than price. Firms maximise profit by producing the level of output that makes marginal revenue equal marginal cost. The firm may earn an economic profit or suffer an economic loss in the short run. Since there are low entry barriers, economic profits will cause new firms to enter the market. A firm that earns short-run profits will earn zero economic profit in the long run as entry from new firms shifts the firm’s demand curve to the left and causes it to become more elastic. If a firm suffers economic losses in the short run, other firms will exit the market and shift the firm’s demand curve to the right and cause it to become less elastic. In the long run, the firm’s demand curve will be tangent to its long-run average total cost curve, but average total cost will be greater than its minimum level.Monopolistic competition and perfect competition differ in their long-run equilibrium positions. Monopolistically competitive firms charge a price greater than marginal cost and they do not produce at minimum average total cost. A monopolistically competitive firm has excess capacity. If it increases its output it could produce at a lower average cost. But consumers benefit from being able to purchase a product that is differentiated and more closely suited to their tastes.Firms can use marketing to differentiate their products. Marketing tools include brand management and advertising.Learning ObjectivesWhen you finish this chapter you should be able to:1.Explain why a monopolistically competitive firm has a downward-sloping demand curve.A monopolistically competitive firm is able to raise its price without losing all of its customers.Some customers are willing to pay the higher price because the firm has a favourable location, can offer better service or a higher quality product, among other reasons.2.Explain how a monopolistically competitive firm decides the quantity to produce and theprice to charge. All firms maximise profits by producing where marginal revenue is equal to marginal cost. Since price is greater than marginal revenue, a monopolistically competitive firmMonopolistic competition: the competitive market in a more realistic setting 154 produces where price is greater than marginal cost. The firm will earn economic profits if its price exceeds average total cost in the short run.3.Analyse the situation of a monopolistically competitive firm in the long run. Since entrybarriers are low in monopolistically competitive industries, short-run profits give entrepreneurs an incentive to enter the market and establish new firms. The entry of new firms will shift the demand curves of existing firms to the left and make them more elastic. If firms suffer short-run economic losses, some firms will exit the industry in the long run. This will shift the demand curves of remaining firms to the right and make them more inelastic. In the long run, the demand curve of a typical firm will be tangent to its average total cost curve.pare the efficiency of monopolistic competition and perfect competition. In the long runthe profit-maximising level of output for a monopolistically competitive firm occurs where price is greater than marginal cost and the firm is not at the minimum point of its average total cost curve. Unlike a perfectly competitive firm, a monopolistically competitive firm does not achieve allocative efficiency or productive efficiency.5.Define marketing and explain how firms use it to differentiate their products. Marketingrefers to all the activities necessary for a firm to sell a product to consumers. Firms use brand management and advertising to earn profits and defend profits from competitors.6.Identify the key factors that determine a firm’s profitability. The most important factorsunder a firm’s control are its ability to differentiate its product and to produce at a lower average cost than competing firms. Other factors that affect profitability are not under a firm’s control.These factors include the prices of the inputs it uses in production and random chance. Chapter ReviewChapter Opener: Starbucks: Growth through Product DifferentiationSince the first Starbucks coffee shop opened in 1971, the firm has grown into a worldwide company. But the growth has been in the number of shops, over 8,000, rather than the size of the shops themselves. Starbucks faces competition from other firms. Neighbourhoods often have three or more coffeehouses. Barriers to entry into the market for coffeehouses are low and firms differentiate their products by offering different menus and services.Demand and Marginal Revenue for a Firm in a Monopolistically Competitive MarketMonopolistic competition is a market structure in which barriers to entry are low, and many firms compete by selling similar, but not identical, products. Production differentiation allows monopolistically competitive firms to raise their prices without losing all their customers. (A price increase will, however, cause some customers to switch to another similar product.)The control monopolistically competitive firms have over their prices is limited because they face competition from firms selling similar products. Since firms face downward-sloping demand curves when marginal revenue is less than price.10155 ChapterHelpful Study HintRestaurants, convenience stores, bookstores and petrol stations are all examples ofmonopolistically competitive firms. Petrol stations display their prices so thatdifferences between stations can easily be compared. Many motorists are willing tobuy at a slightly higher per litre price if a station is in a more convenient location thana station that offers a lower price. Some consumers believe there are differencesbetween various brands of petrol. These customers are willing to pay a somewhathigher price for what they perceive as a superior product. The next time you drive orride in a car, notice how much difference there is between the prices charged by thestations you pass.How a Monopolistically Competitive Firm Maximises Profits in the Short RunAs with firms in other markets, a monopolistically competitive firm will maximise profits by producing the level of output that makes marginal revenue (MR) equal to marginal cost (MC). Because the MR curve lies below the firm’s demand curve, the firm will maximise profits where price (P) exceeds MC.Helpful Study HintThe table and graph in Figure 10.4 provide an example of a firm that makes a short-run profit. Notice that (a) the relevant values for MR, MC and ATC are determined atthe profit-maximising quantity, or where MR=MC, (b) when firms earn profits theATC curve crosses the demand curve at two points, and (c) at the profit maximisingoutput P > MR.What Happens to Profits in the Long Run?Short-run profits give entrepreneurs an incentive to enter a market and establish new firms. The demand curve of an established firm shifts to the left as new firms enter the market. Entry will continue until the firm’s demand curve is tangent to its ATC curve. In the long run, the firm’s price will equal average total cost, the firm breaks even and the firm’s demand curve becomes more elastic.Short-run losses will lead some firms to exit their market. As a result, the demand curve for a firm remaining in the market shifts to the right and becomes less elastic. The exit of firms continues until the representative firm can charge a price equal to the average total cost in the long run.Monopolistic competition: the competitive market in a more realistic setting 156Helpful Study HintThis section of the textbook contains several features to help you understand thetransition of the market from short-run to long-run equilibrium. Don’t Let ThisHappen to You! (pages 321-2) warns you not to confuse economic and accountingprofit. Graphs in Figure 10.5 (page 320) illustrate the short run for a firm earningprofits and how these profits are eliminated in the long run firm. Table 10.2 (page321) offers a comprehensive graphical summary of the short run and long run for amonopolistically competitive firm. Making the Connection 10.1 (page 322) andSolved Problem 10.2 (page 322) use the experience of Apple Computers to analysethe short run and long run under monopolistic competition. Making the Connection10.2 describes the efforts of a cosmetics company to stay ahead of its competition.Comparing Perfect Competition and Monopolistic CompetitionThere are two important differences between long-run equilibrium perfect competition and monopolistic competition. Monopolistically competitive firms charge a price greater than marginal cost and they do not produce at minimum average total cost. Since price exceeds marginal cost, allocative efficiency is not achieved, and since price is greater than minimum average total cost, productive efficiency is not achieved. Monopolistically competitive firms have excess capacity. Despite these characteristics, consumers benefit from purchasing products that are differentiated.Helpful Study HintAlthough monopolistic competition appears to fall short of perfect competition interms of economic efficiency, the textbook rightly notes that consumers are willing topay for the variety offered by monopolistically competitive firms. Consider usingpetrol stations once again as an example. Let’s say there are three petrol stations on asingle street corner. During most hours of the day at least one or two of the stationsare not busy; one can interpret this as excess capacity. But during rush hours all threestations have customers. Enough drivers are willing to pay to keep all three stationsoperating for the convenience of not waiting in long lines during peak hours.Supermarkets offer another example of consumers’ willingness to pay for greaterconvenience. Most supermarkets open additional check-out lines – some forconsumers with just a few items to buy – when long lines start to form.How Marketing Differentiates ProductsFirms can differentiate their products through marketing. Marketing refers to all the activities necessary for a firm to sell a product to a consumer. Firms use two marketing tools to differentiate their products. The first marketing tool is brand management. Brand management refers to the actions of a firm157 Chapter10intended to maintain the differentiation of a product over time. Economic profits are earned when a firm introduces a new product, but this leads to the entry of firms producing similar products and the profits are eliminated. Firms use brand management to put off the time when they will no longer be able to earn profits. The second marketing tool is advertising. Advertising shifts the demand curve for a product to the right and makes the demand curve more inelastic. Successful advertising allows the firm to sell more at every price. Advertising also increases costs. If the increase in revenue from advertising exceeds the costs, profits will rise.Once a firm has established a brand name it has an incentive to defend it. Firms can apply for a trademark. A trademark grants legal protection against other firms using a product’s name. Companies will spend substantial amounts of money to ensure that their brand names are entitled to legal protection. If firms do not prevent the unauthorised use of their trademarks, they may be no longer entitled to legal protection.What Makes a Firm Successful?A firm can control some of the factors that allow it to make economic profits. Other factors are uncontrollable. Controllable factors include the ability a firm has to differentiate its product and the ability a firm has to produce at a lower average total cost than competing firms. Uncontrollable factors include input prices, changes in consumer tastes and random chance.Solved ProblemChapter 10 in the textbook includes two Solved Problems to support learning objectives 2 (“Explain how a monopolistically competitive firm decides the quantity to produce and the price to charge”) and 3 (“Analyse the situation of a monopolistically competitive firm in the long run”). The following Solved Problem supports another of this chapter’s learning objectives.Solved Problem 12-3 Supports learning objective 5: Define marketing and explain how firms use it to differentiate their products.We Came. We Marketed. We Sold.3Com Corporation was incorporated in the U.S. in 1979 and specialises in providing computer network devices such as routers and network switches. Among 3Com’s clients are businesses that want to improve the communication and security capabilities of their computer systems. 3Com is not a household name in the manner of McDonald’s or Microsoft, but marketing is an important part of the company’s success. It faces stiff competition from other computer service providers, such as Cisco Systems, and uses advertising and trademarks to influence its customers. 3Com’s advertising efforts are aimed primarily at computer network managers; for example, an advertising agency developed a two-page ad for 3Com titled “We Came. We Saw. We Routed.” Ads such as these are placed in publications most likely to be seen by the target audience. It would be less effective for 3Com to place ads in People or Time magazines, since few of their readers are computer network managers, than it would be to advertise in business publications. The importance of establishing and maintaining 3Com’s trademarks is indicated by the guidelines the firm’s legal experts issue to employees. The following is a small sample of these guidelines for over 40 company and product trademarks:Always Use a Trademark as an Adjective, Followed by the Appropriate Description(s).If not, the trademark could become generic…make sure that 3Com and the ® symbol(3Com®) precedes a trademark mention of the product or service.Monopolistic competition: the competitive market in a more realistic setting 158 Correct: The 3Com® NBX® business telephone has powerful call processingfeatures. Incorrect: NBX® has powerful call-processing features.Sources: /corpinfo/en_US/legal/trademark/tmn_list.html/Portfolio/Advertising/advertising.html(a) Define marketing and explain the importance of marketing to firms.(b) Explain how 3Com Corporation uses marketing to differentiate its products.Solving the ProblemStep 1: Review the chapter material. Since this refers to the material in “How Marketing Differentiates Products,” you may want to review this section of the textbook which begins on page 327.Step 2: Define marketing and explain the importance of marketing to firms. Marketing refers to all the activities necessary for a firm to sell a product to a consumer. To earn profits, monopolistically competitive firms must differentiate their products. These firms use two marketing tools to do this: brand management and advertising.Step 3: Explain how 3Com Corporation uses marketing to differentiate its products. 3Com Corporation uses brand management, including extensive use of trademarks, and advertising to differentiate its products. 3Com Corporation focuses its marketing strategies on its customers; such as computer network managers.Self-Test(Answers are provided at the end of the Self-Test.)Multiple-Choice Questions1Why does a monopolistically competitive firm have a downward-sloping demand curve?a Because the firm is considered to be a monopoly in its own market.b Because changing the price will affect the quantity sold.c Because the firm is close to a price taker, like a wheat farmer.d Because the level of output produced depends on the cost structure of the firm.2In which case is the firm’s demand curve the same as marginal revenue?a In the monopolistically competitive case.b In the perfectly competitive case.c In both the monopolistically competitive case and the perfectly competitive case.d In neither the monopolistically competitive case nor the perfectly competitive case.3Which of the following measures is conceptually the same as price?a Marginal revenue.b Total revenue.c Average revenue.d None of the above.159 Chapter104When a monopolistically competitive firm cuts price, good and bad things happen. Which of the following is considered a good thing?a The price effect.b The output effect.c The revenue effect.d All of the above are good things.5Refer to the table below. What is the average revenue associated with the sixth unit of output produced and sold?a$3.00b$2.00c$0.50d None of the above. There is insufficient information to answer the question.6Refer to the figure below. A downward move along the demand curve results in a gain and a loss of revenue. Which area represents the loss of revenue?a Area A.b Area B.c Both A and B represent revenue losses.d An area not shown.Monopolistic competition: the competitive market in a more realistic setting 1607If a firm has the ability to affect the price of the good or service it sells, what is the relationship between its marginal revenue curve and its demand curve?a The firm will have a marginal revenue curve that is above its demand curve.b The firm will have a marginal revenue curve that is below its demand curve.c The firm will have a marginal revenue curve that is the same as its demand curve.d The firm will have an upward-sloping marginal revenue curve and a downward-slopingdemand curve.8Which of the following types of firms use the marginal revenue equals marginal cost approach to maximise profits?a Perfectly competitive firms.b Monopolistically competitive firms.c Both perfectly competitive and monopolistically competitive firms.d Neither perfectly competitive nor monopolistically competitive firms.9Refer to the figure below. In order to maximise profit, what price should the firm charge?a$18b$15c$8d$410Refer to the figure below. Which firm is maximising profits?a The firm on the left.b The firm on the right.c Both firms.d Neither firm.161 Chapter1011Refer to the figure below. When total cost is subtracted from total revenue, which area remains?a Area A.b Area B.c Area A + B.d None of the above. That information cannot be obtained from this graph.Monopolistic competition: the competitive market in a more realistic setting 162 12Refer to the table below. What level of output should be produced in order to maximise profit?a 1 unit of output.b 5 units of output.c 6 units of output.d10 units of output.13How does the entry of new coffeehouses affect the profits of existing coffeehouses?a Entry will shift the market demand curve for coffee to the right.b Entry will shift the firm’s demand curve to the right.c Entry will make the firm’s demand curve more elastic.d Entry will in no way affect the profits of existing coffeehouses.14Refer to the figure below. Which graph depicts a situation in which firms might exit the industry?a The graph on the left.b The graph in the middle.c The graph on the right.d None of the above.15Refer to the figure below. Which graph best depicts the profit or loss situation for a monopolistically competitive firm in the long run?a The graph on the left.b The graph in the middle.c The graph on the right.d None of the above.16For a monopolistically competitive firm, is zero economic profit inevitable in the long run?a Yes. There is nothing the firm can do to avoid zero economic profit in the long run.b No. A firm could try to avoid losing its profit in the long run by producing a productidentical to those of competing firms.c No. A firm could try to avoid losing profits by reducing production costs and improvingits products.d No. A firm could simply offer goods that are cheaper to produce even if they have lessvalue than those offered by competing firms.17Refer to the graph below. Which equilibrium level of output indicates excess capacity?a Q1.b Q2.c Both Q1 and Q2.d Neither Q1 nor Q2.18What trade-offs do consumers face when buying a product from a monopolistically competitive firm?a Consumers pay a lower price but also have fewer choices.b Consumers pay a price greater than marginal cost but also have choices more suited totheir tastes.c Consumers pay a higher price but are happy knowing that the industry is highly efficient.d Consumers pay a price as low as the competitive price but have difficulty finding andbuying the product.19What is the term given to the actions of a firm intended to maintain the differentiation of a product over time?a Brand management.b Advertising.c Marketing.d Campaigning.20Refer to the figure below. Which of the following terms is missing in the box on the right?a Brand management.b Marketing.c Profitability.d Demand.Short Answer Questions1.Describe how Starbucks has used brand management to differentiate its products.2.What is the most important characteristic that perfectly competitive and monopolisticallycompetitive firms have in common?3.Why is it not possible for a monopolistically competitive firm to produce at minimum averagetotal cost in long run equilibrium?4.The overall strength of the economy has an important influence on the profits of firms. Althoughfirms cannot affect the economy’s performance, knowledge of how economy-wide changes affect the demand for their products can help firms respond to these changes. What product information would be most useful for firms to have?5.Some of Coca-Cola’s employees are required to visit restaurants and bars and order mixeddrinks. What motivation would Coca-Cola have to encourage their employees to “drink on the job?”True/False QuestionsT F 1. The marginal revenue curve lies below the demand curve for any firm that hasthe ability to affect the price of the product it sells.T F 2. Monopolistically competitive firms charge a price greater than marginal costin both the short run and the long run.T F 3. Unlike perfectly competitive firms, monopolistically competitive firms earnlong run profits.T F 4. When some firms exit a monopolistically competitive market, the demand curves of firms that remain become less elastic.T F 5. Among the factors that make a firm successful but are not under its control isthe ability to differentiate its product.T F 6. Brand management refers to all activities necessary for a firm to sell a productto a consumer.T F 7. Unlike perfectly competitive firms, monopolistically competitive firms haveexcess capacity.T F 8. Because a monopolistically competitive firm has a downward sloping demandcurve, marginal revenue will always be lower than price.T F 9. An important reason why Starbucks has been able to maintain control over theoperations of its coffeehouses is that they are all company-owned, notfranchises.T F 10. One motive for advertising is to make the demand for a product more elasticso that when price is lowered there will be a greater increase in quantitydemanded.Answers to the Self-TestMultiple-Choice QuestionsQuestion Answer Explanation1 b Because changing the price affects the quantity sold, a monopolisticallycompetitive firm will face a downward-sloping demand curve, rather than the horizontal demand curve faced by a competitive firm, like a wheat farmer. 2 bA perfectly competitive firm faces a horizontal demand curve and does not have to cut the price in order to sell a larger quantity. A monopolistically competitive firm, however, must cut the price to sell more, so its marginal revenue curve will slope downward and will be below its demand curve. 3 cPrice is revenue per unit, or average revenue. Average revenue is equal to total revenue divided by quantity. Because total revenue equals price multiplied by quantity, dividing by quantity leaves just price. Therefore, average revenue is always equal to price. This will be true for firms in any of the four market structures. 4 bWhen the firm cuts the price by $0.50, one good thing and one bad thing happen: The good thing: It sells one more café latte; we can call this the output effect. The bad thing: It receives $.050 less for each café latte that it could have sold at the higher price; we can call this the price effect. 5 aAverage revenue equals price, which is $6.00 when six units are sold. Or, average revenue equals total revenue divided by output, or $18.00/6 = $3.00. 6 aArea A shows the loss of revenue from a price cut = $.50 x 5 = $2.50. 7 bEvery firm that has the ability to affect the price of the good or service it sells will have a marginal revenue curve that is below its demand curve. Only firms in perfectly competitive markets, which can sell as many units as they want at the market price, have marginal revenue curves that are the same as their demand curves. 8 cAll firms use the same approach to maximise profits: Produce where marginal revenue is equal to marginal cost. 9 bMarginal cost equals marginal revenue when 900 units of output are produced and sold. Consumers are willing to pay $15 for 900 units. 1 cIn both cases, the output level is set where marginal revenue equals marginal cost. 11 aCorrect. Profit = (P – ATC) Q, or alternatively, Profit = TR – TC, where TR = P x Q, and TC = ATC x Q. 12 b At this level of output, marginal revenue of $1.50 equals marginal cost.13 c As new coffeehouses open, the firm’s demand curve will shift to the left. Thedemand curve will shift because the existing firms will sell fewer cups of coffeeat each price now that there are additional coffee coffeehouses in the area selling similar drinks. The demand curve will also become more elastic becauseconsumers in the area now have additional coffeehouses from which to buycoffee, so existing firms will lose more customers if they raise their prices.14 b Since price is less than average total cost, the firm is suffering losses. Firm losses will lead to the exit of some firms in the industry.15 b In the long run, a monopolistically competitive firm earns zero economic profit, or P = ATC.16 c Firms try to avoid losing profits by reducing the cost of producing their products,by improving their products, or by convincing consumers their products areindeed different from what competitors offer. To stay one step ahead of itscompetitors, a firm has to offer consumers goods or services that they perceiveto have greater value than those offered by competing firms.17 a The monopolistically competitive firm has excess capacity equal to thedifference between its profit-maximising level of output and the productivelyefficient level of output.18 bConsumers face a trade-off when buying the product of a monopolisticallycompetitive firm: They are paying a price that is greater than marginal cost andthe product is not being produced at minimum average cost, but they benefit from being able to purchase a product that is differentiated and more closelysuited to their tastes.19 a The actions of a firm intended to maintain the differentiation of a product over time are called brand management.20 c The factors under a firm’s control—the ability to differentiate its product and theability to produce it at lower cost—combine with the factors beyond its controlto determine the firm’s profitability.Short Answer Responses1. The textbook describe several brand management methods Starbucks uses to differentiate itsproducts. “Competitors have found it difficult to duplicate Starbucks’ European espresso bar atmosphere…Most importantly, Starbucks has continued to be very responsive to its customers’ preferences…” In addition, company-owned coffeehouses (rather than franchise businesses) enable Starbucks to have greater control of the products sold and how they are marketed. Despite the success it has enjoyed, low entry barriers will eventually enable other firms to copy much of what Starbucks has done. Starbucks must continue to use brand management techniques to postpone the time when its economic profits are eliminated.2. Low entry barriers are common to both market structures. This ensures that firms earn zeroeconomic profits in the long run.。

微观经济学选择模拟考试题（含答案）一、单选题（共100题，每题1分，共100分）1、小麦歉收导致小麦价格上升，准确地说在这个过程中( )。

A、小麦供给的减少引起需求下降B、小麦供给量的减少引起需求下降。

C、小麦供给的减少引起需求量下降D、小麦供给量的减少引起需求量下降正确答案：C2、勾结发生在( )。

A、每个厂商都向其他厂商通报它确定的价格和产量B、所有厂商的产量相等，索取的价格相同C、厂商合作以试图最大化它们的联合利润D、厂商各自独立行为。

正确答案：C3、某完全竞争行业，它的产量增加所引起的生产要素需求增加，反而使生产要素的价格下降了，则该行业为( )。

A、成本递增行业B、成本递减行业C、成本不变行业D、不能确定。

正确答案：B答案解析：该行业的产量增加导致生产要素需求增加，但是生产要素的价格反而下降了，说明该行业的生产要素供给曲线向右移动，供给增加，导致价格下降。

这符合成本递减行业的特征，因为在成本递减行业中，随着产量的增加，生产效率提高，生产成本降低，生产要素的价格也会随之下降。

因此，选B。

4、生产函数表示( )。

A、一定数量的投入至少能生产出多少产品B、生产一定数量的产品，最多要投入多少生产要素C、投入与产出的关系D、以上都对。

正确答案：C5、资源稀缺性的含义是指( )。

A、资源的数量较少；B、获得一定量资源所必须耗费的成本相当高；C、资源的价格很高。

D、相对于人类无限的欲望来说，再多的资源也显不足；正确答案：D6、若x和y两产品的交叉弹性是－2，则( )。

A、x和y是替代品B、x和y是正常商品C、x和y是互补品。

D、x和y是劣质品正确答案：C7、需求曲线斜率为正的充要条件是( )。

A、收入效应超过替代效应B、替代效应超过收入效应C、低档商品且收入效应超过替代效应。

D、低档商品正确答案：C8、当某消费者对商品X的消费达到饱和点时，则边际效用MUX为( )。

A、不确定，需视具体情况而定。

B、零C、负值D、正值正确答案：B9、垄断企业面对的需求函数为Q=100/ P2，企业的边际成本始终为1，垄断价格为( )。