hnd经济学1微观经济学outcome1

Table of Contents1.0Introduction (1)2.0 Oligopoly (1)●Entry barriers (1)●Non-price competition (1)3.0 Explanation for Diagram in Oligopoly (2)4.0 Pure Competitive Market (3)●Lower prices (3)●Low barriers to entry (3)5.0 Explanation for Diagram in Pure Competitive Market (3)6.0 Roles of Profit in Market Economy (4)●Demand for factor resources (4)●Market Entry (5)7.0 The other two alternatives to profit maximization (5)●Satisficing behaviour (5)●Sales revenue maximization (5)8.0 Influences on a Firm in the Short Run (6)9.0 References (7)1.0IntroductionMarco and Micro economic knowledge we had learned in this period is mainly to discuss about some major market structures in the entire market now. And they are oligopoly, monopoly and pure competitive market and so on. In this case, the Virgin Mobile had entered in mobile phone market in the UK, which is an oligopoly market. In this market, Orange, V odafone, BT Cellnet and One2One are the oligopolists.2.0OligopolyWhen a market or industry is dominated by a small number of sellers, we usually believe an oligopoly appears. And there are two main features of oligopoly:●Entry barriers: It’s a great block for the new company to be a long-run partof an oligopoly market. Usually, many smaller firms operate on the periphery on such s market, which means these companies cannot reach the supernormal profits or affect much to market prices and output. Take Virgin Mobile (VM) as an example: Before VM engaged in the mobile phone market in the UK, there were some industrial giants conquered the market- Orange, V odafone, BT Cellnet and One2One, which account for a large market share.Although VM is making profit, the money it earned is far less than any one of these oligopolist.●Non-price competition:As a few company be dominant to an industrial,pricing can be no longer an effective competitiveness for those oligopolistic firms. Compared with pricing, after-sales service, extension of new market and advertising seem to be more emphasized by them. In this case, the VM is better to promote the competitiveness in such ways -- improving the after-sales quality, expanding into new markets , building their own brand and so on.3.0Explanation for Diagram in OligopolyIn the oligopolistic market, the oligopolists may react diversely to the different price variation trend of their rivals. If one oligopolist raises the price and other companies will not follow it to maintain the market share, however, if the company reduce the price and other companies must follow, which is to keep more market shares. It can be seen in the kinked demand curve below.Before the price is higher than P1, the product demand is elastic that means the price raises and the total revenue will reduce. But when the price is lower than P1, the product demand is inelastic -- the price reduces and the total revenue will also do. Thus, the company may able to reach a stable profit-maximizing equilibrium at the point G, so the companies in the oligopolistic market can not change the price optionally.4.0Pure Competitive MarketIn the pure competitive market structure, the company can compete with each other perfectly. There are two common characteristics that are considered to be “competitive” are:●Lower prices: Generally, a perfectly competitive market exists whenevery participant is a "price taker"which means the suppliers will have notable to raise price for facing elastic demand curves, and no participantinfluences the price of the product it buys or sells.( /wiki/Perfect_competition#Basic_structural_characteristics ) .So simply raising price will make a loss of demand and total revenue. Thecross-price elasticity of demand can reflect the customers’ attitude towardssome particular goods. The demand of substitute goods is holding pacewith the price when it has any change. Conversely, the demand ofcomplementary goods would decrease when the price increase. In thiscondition, customers will always find the most proper goods forthemselves.●Low barriers to entry: Compared with oligopoly, the new firms wouldbe easier to enter in the pure competitive market. And the entry of newparticipants will probably provide competition and ensure price is keptlow in the long run.5.0Explanation for Diagram in Pure Competitive MarketIt is known to all that each individual firm is considered as a price taker.Customers may not prefer to buy a product with a higher price. Because of the characteristic (perfect knowledge) of pure competitive market, neither buyers nor sellers can gain an advantage and firm may sell their goods at the pointwhere they have the maximized profit.From the short run view of a firm in a pure competitive market structure, the explanation of the diagram is as follow:The price in a pure competitive market structure is decided by demand and supply, which can be seen in panel on the right. When demand rises from D1 to D2, the equilibrium point goes from A to B and P2 is the established price. Because of the price which a firm use stays at P2, marginal revenue is equal to P2 at last a verage revenue is equal to P2 as well. When MC=MR, profit maximization is achi eved, so the point which firms will stop producing should be C which ordinate is P2 and abscissa is Q2. According to the diagram above, when quantity is Q2, ATC is equal to P1. So P2 subtract P1 is average profit and then multiply by Q2 can obta in total profit.6.0Roles of Profit in Market EconomyDemand for factor resourcesScarce factor resources to flow where the expected rate of return or profit is highest. In the mobile phone market, when Richard Branson started to get profit in 2002, VM has 1,445,492 customers, which means stronger demands, more labour and capital are committed. With more scarce factor resources, VM mayable to earn more profit. However, in a recession, the output, incomes and investment for VM must all fall, which may cause the profit loss. Thus the company should take action (for example cutting costs) to preserve its market position.●Market EntryIf an individual company gets more profit than others, it must be a signal to other producers within a market that profitable entry may possible. After three-year efforts, Richard Branson made VM profiting. When it comes, many other firms would be attracted to enter the industry. Thus, the competition would be increased and new products, technologies would be also updated in a higher speed.7.0The other two alternatives to profit maximization●Satisficing behaviourSatisficing behaviour can be the substitute to profit maximization behaviour. This behavioural method lays stress on how decisions are taken within the firm. Whena decision is making, satisficing explains that individuals and groups shouldchoose the first option that is good enough to address most needs rather all. Based on Herbert Simon’s work concerning behaviour --“people possess limited cognitive ability and can exercise only ‘bounded rationality’ when making decision in complex, uncertain situations”, satisficing behaviour encourages individuals and groups to attain a more realistic goal.If VM set a goal that expending their customers to 2 million in a year, finally it reaches 2.5 million. Thus wise we can take the goal for a receivable.●Sales revenue maximizationThe goal of sales revenue maximization is to maximize the sales other than profits.The managers decision price and strategy of products. In this pattern of management, business can grow or sustain market share, ensure survival, discourage competitors, achieve bonuses and build the prestige of the seniormanagement.For the VM, when it initially entered the mobile phone market, it is a great approach that selling their products as many as possible with the lowest profit to enlarge their market share.8.0Influences on a Firm in the Short RunFrom the diagram above, which can be seen are total cost (TC) is the sum of fixed (TFC) and variable costs (TFC).In the beginning, when nothing is being produced ,the fixed costs will be equal to the total cost. The TC and TVC increase concurrently with the quantity, but they are paralleled and the distance between them is TFC which is always invariable. And total cost is an upward trend.The diagram is about the short run cost curves. One time the fixed cost is excessively used, which will lead to the progressive decrease of marginal product, meanwhile the marginal product reduce will lead to the decrease of marginal revenue. Leading the reducing of the ATC when MC<ATC, on the opposite, it will lead to the ATC's increasing. Making the short-run ATC curve look like U-shaped, on the other side, the law of diminishing returns will lead to the rise of marginal cost of production as o utput increases.When AVC increasing higher than the fall in AFC one time the output increases , whi ch the marginal cost is rising will lead to the average total cost rising9.0References( /wiki/Perfect_competition#Basic_structural_characteristics ) .。

International CollegeCentral South University of Forestry and TechnologyASSIGNMENT COVER SHEETAssessment Task: _____________________________________________________________ Course Name:__________________________________ Outcome: ____________________ Prepared by:______________________________________________________ (English name) ________________________________ (Chinese name) ___________________ (Candidate Number) Class: ____________________ Name of Tutor:___________________________ Due Date: _______________ Date Submitted: ___________________Your report/essay should meet the following requirements. Please confirm this before submitting your assignment.☐Assignment is presented on A4 size paper and is tidily typed and well presented..☐Pages have been firmly stapled.☐ A copy has been retained by me.☐Declaration below is completed.DeclarationAll forms of plagiarism, cheating and unauthorized collusion are regarded seriously by the University and could result in penalties including failure in the unit and possible exclusion from the University. If you are in doubt, please contact the Unit Coordinator.Expect where I have indicated, the work I am submitting in this assignment is my own work._______________________________________ (Signature)Question1：With reference to the case study, summaries the relationship between goals, objectives and policy and advice the management of Scotia Airways of the contribution each will make to effective managerial performance.Answer1：Goal:Organizational goal is to complete the mission and purpose of the carrier organization. It is a future state that an organization strive to achieve, and it is the basis and motivation to carry out the organization's activities. Every social organization has its own intended purpose or result, it represents an organization's direction and future. For the organization, the purpose is the common goal; to the members, the common goal is to organize the stage needs to reach the destination. The organisations are usually determine the direction that it will take over the long term and are not always very specific, but some goals may be unintelligible and hard to understand.There are 4 types of organization: Operational goals, Product goals, Consumer goals, and Secondary goals.Operational goals that means increase efficiency, promote the work efficiency vigorously. Like the Scotia Airways, they have the culture of trust has been emphasized and developed by both the management and workers, and this has served to enhance the effectiveness, efficiency and overall performance of the business. When they have the awareness, team spirit, have the incentive measures, the working efficiency will increase.Product goals signify better service to consumer and higher products qualify, to ensure sustained and stable quality system. The Scotia Airways do well in this side,it offers several value added services, such as, valets to assist the passengers in boarding the plane, gourmet meals and a range of in-flight services and entertainment. And Scotia Airways is the first airline to offer full business class services, but at prices that are equivalent to the economy class of its competitors. A key driver of the success of Scotia Airways is the management focus upon the level and quality of service output.Consumer goals means satisfied the different demand from the different consumers. Scotia Airways is aimed at it, their operate scheduled flights mainly targeting business and leisure travelers and aims to provide exceptional value for money, unparalleled comfort and convenience to its passengers. It illustrated that everyone in the world is not the same, so an organization especially a company should adapt diverse needs.Secondary goals by organisations which are not the most important things that they would like to achieve but are nevertheless important. It is mainly about the social responsibility, making a profit or improving award. The Scotia Airways has been reinforced by positive management approaches and wide ranging reward policies that were agreed and supported by Trade Union representatives. And as far as possible to promote social harmony and integration, to create a better atmosphere.Object:Business objectives are more clear and specific than goals and identity the specific path to be taken in order to achieve goals. In this step, how can we do next, how quickly can we do it and how do we know when we have been successful are the important questions.The objectives should be SMART, include 5 aspects: Specific, Measurable, Attainable, Realistic and be Time-bound. These are the core of objectives’ requirements.To promote the market share increase, the airline has an increasing presence at Scotland’s main airports in Glasgow, Edinburgh and Aberdeen. And currently covers eight destinations across Europe, including Brussels, Paris, Frankfurt, Madrid, Rome, Lisbon, Amsterdam and Copenhagen as well as domestic flights to Manchester, Birmingham, Bristol and four London airports.It is also expanding to major business centers in Eastern Europe and the Middle and Far East. This several plans for improving the market share, expand the business scope is very effective.Pay more attention to suitable consumer groups is significant, too. The airline to operate flights mainly is the special value of providing funds for business and leisure travelers, incomparable comfort and convenience of passengers. To provide different services for different customer groups demand, is important to increase the performance and able to establish good relationship with customers.Policy:The policy is a require ment for the organization’s operating and transaction. It provides a guideline to channel a manager's thinking in a specific direction, it can also provide the path to complete goals and objectives. It provides a framework of rules or guidance within which management and staff can make decisions. Policies contain some different, for example, Inward investment policy, Welfare policy and Reward or Punishment policy.Inward investment policy: The equipments are freshing, all staff receives adequate training, the establishments of the new division and gain more market share are both in it.It has seen that the company expansion over resent year in many aspects and departments. Then they found new distributions in Eastern Europe and the Middle and Far East during this year.Reward or punishment policy: For the completion of the expansion target, organizations should set standards, regulations and purposes to evaluate employees' performance, and then take reactions respectively. The Scotia Airways has been reinforced by positive management approaches and wide ranging reward policies that were agreed and supported by Trade Union representatives.Relationship: The goal is the totality, it can including many objects, goals and objectives provide different kinds of requirements of organization. After make goals and objectives, the organization must have the policies to guides behavior by defining how something should be done. Suitable policies can help the organization to achieve goals and objectives, but inappropriate polices will result in bad effects and cannot complete the goals and objectives. Finally, healthy relationships among goals, objectives and policies are the basis of effective performance. The three affect each other and are both in hand.Q2: Explain the main principles of Open Systems Theory with reference to Scotia Airways.A2: The environments that are both internal and external would influenced the organization. The inter-related parts of a system can interact with the external environment. Changes in the external environment will affect the internal environment changes, the internal factors will also affect the overall changes, resulting in a chain effect.There are 4 aspects in this system. Input contains Staff, Managers, Clients orders, Bank loan and Equipment. Process contains Admin support, Allocation of projects, Communicate with clients, Promotion and Production. Output consists of High quality designs, Skilled staff,Satisfied clients and Service or product. Environment consists of Economy, Social trends, Policies, Legislation, Technology and Culture.When the EU and UK government relax their control over the licensing of airline provision, the input in the airway will increase, and then the output will also increase with the input. That is the external environment policy affect the change of the internal environment.And the government imposes taxes on high emissions of enterprise, then the cost will rise and the profit will reduce. So the company will decrease production, the airways maybe reduce a few airplane and maybe open up just one or two air lines.Q3: Identify the main differences between the formal and informal organization within Scotia Airways.A3: The Scotia Airways both formal and informal organization characte ristic.The aspects at formal organization characteristic are, it has clear goals, objectives, policies and missions; defined structure, clear division and classification; and the organization will be controlled. For example, the airways currently employ executives and managers in marketing, finance, HR and flight operations with operational and administrative staff within each department. Rosa Dallevic is in overall charge, assisted by her long-term colleague, Azim Ishtiaq. She has also employed the same personal assistant, Katrina Wright. That is a holonomic structure in the company.And the aspect at in formal organization characteristic is, it has ambiguous relationships in the airways. For example,the company is very much regarded as a family-style business and has established a range of suppliers and clients that are seen as the extended family. So it has relaxed and harmonious atmosphere, not very serious and tense.Q4: Describe four primary stakeholders of Scotia Airways and explain their interests in, and influence on the organisation.A4: G overnment: Whether the taxation violate related laws, whether the company compliance to related laws and whether solve the problem of local employment, that are the government concern about, is their interests. The influence in this case is the EU and UK governmentrelax their control over the licensing of airline provision. Then the airways business will improve and the profit will increase, so the government could charge a higher tax.Creditors: The creditors are concern about the credit score, liquidity, repayment ability and new contracts. When to borrow the money and when to return is the most important key to creditors. Only the airways credit rating better, can it borrow much money when they need, so the turnover of the fund more convenient.Investors: Have interest earning income from investment; have profitability, market share and business achievement are the significant matter to the investors. The influence are have big expansion plans and hire a team of administration. The investors in Scotia Airways have set an ambitious programme for expansion over the next 5 years, introducing flights to major European tourist destinations and to establish new branch in Eastern Europe and the Middle and Far East. Besides, They set about appointing a management team whose experience and expertise was firmly grounded in the budget aviation market.Employees: They concern about the rates of pay, job security, respect, truthful communication and work condition. The attitude and enthusiastic in working will influence the quantity and efficiency. The Scotia Airways have t o develop a wide range of rewards and punishment system, let the employees enthusiasm greatly improve.Q5:Identify an effective control strategy that the management of Scotia Airways could successfully implement, and justify its suitability.A5: I think the Bureaucratic control is the most effective control strategy to the Scotia Airways.Bureaucratic control means it can dominate the process, is the use of the determined rules, policies, hierarchy of authority, reward systems and other formal mechanisms to influence employee behavior and assess performance. The advantages are it could increase efficiency of the company, and can be controlled with market or price mechanisms, it is so stable. The disadvantage is the Poor flexibility. Bureaucratic control through the Organization Structure,In Scotia Airways, they begin to appointing a management team in the budget aviation market and currently employs 80 staff across all divisions. Its expansion over recent years has seen the company commit significant resources to the marketing and sales department, its finance department. There has been an increase in staffing levels, in budgets and in capital investment. It currently employs executives and managers in marketing, finance, HR and flight operations with operational and administrative staff within each department. Rosa Dallevic is in overall charge, and she has also employed the same personal assistant, Katrin Wright. In this organization structure, is helped promote consistency and continuity, lead to a positive working relationship within and between different departments. Various departments perform their respective duties, everything in good order and well arranged. The Scotia Airways also have some rules and regulations to guarantee employees behaviors in the company.So the Bureaucratic control is the best choice to the Scotia Airways.Bibliography:1. Stephen P. Robbins, (2008),The Principle of Management, 3edt,Beijing, China Renmin University Pres s Co. LTD2. Stephen P. Robbins, (2012), Organizational Behavior, 4edt,Beijing, China Renmin University Pres s Co. LTD3. Douglas Macgregor, (2008), The human side of enterprise,1edt,Beijing, Chinese International Book Trading Corporation. LTD4. James G.March, Herbert A Simon (2013), Organization, 2edt, Beijing,China Machinery press. LTD。

Table of Contents1.0Introduction (1)2.0 Oligopoly (1)Entry barriers (1)Non-price competition (2)3.0 Explanation for Diagram in Oligopoly (2)4.0 Pure Competitive Market (3)Lower prices (3)Low barriers to entry (4)5.0 Explanation for Diagram in Pure Competitive Market 46.0 Roles of Profit in Market Economy (6)Demand for factor resources (6)Market Entry (6)7.0 The other two alternatives to profit maximization (7)Satisficing behaviour (7)Sales revenue maximization (7)8.0 Influences on a Firm in the Short Run (8)9.0 References (9)1.0I ntroductionMarco and Micro economic knowledge we had learned in this period is mainly to discuss about some major market structures in the entire market now. And they are oligopoly, monopoly and pure competitive market and so on. In this case, the Virgin Mobile had entered in mobile phone market in the UK, which is an oligopoly market. In this market, Orange, Vodafone, BT Cellnet and One2One are the oligopolists.2.0O ligopolyWhen a market or industry is dominated by a small number of sellers, we usually believe an oligopoly appears. And there are two main features of oligopoly:Entry barriers: It’s a great block for the new company to be a long-run part of an oligopoly market. Usually, many smaller firms operate on the periphery on such s market, which means these companies cannot reach the supernormal profits or affect much to market prices and output. Take Virgin Mobile (VM) as an example: Before VM engaged in the mobile phone market in the UK, there were some industrial giants conquered the market-Orange, Vodafone, BT Cellnet and One2One, which account for a large market share. Although VM is making profit, the money it earned is far less than any one of these oligopolist.Non-price competition:As a few company be dominant to an industrial, pricing can be no longer an effective competitiveness for those oligopolistic firms. Compared with pricing, after-sales service, extension of new market and advertising seem to be more emphasized by them. In this case, the VM is better to promote the competitiveness in such ways -- improving the after-sales quality, expanding into new markets , building their own brand and so on.3.0E xplanation for Diagram in OligopolyIn the oligopolistic market, the oligopolists may react diversely to the different price variation trend of their rivals. If one oligopolist raises the price and other companies will not follow it to maintain the market share, however, if the company reduce the price and other companies must follow, which is to keep more market shares. It can be seen in the kinked demand curve below.Before the price is higher than P1, the product demand is elastic that means the price raises and the total revenue will reduce. But when the price is lower than P1, the product demand is inelastic -- the price reduces and the total revenue will also do. Thus, the company may able to reach a stable profit-maximizing equilibrium at the point G, so the companies in the oligopolistic market can not change the price optionally.4.0Pure Competitive MarketIn the pure competitive market structure, the company can compete with each other perfectly. There are two common characteristics that are considered to be “competitive”are:Lower prices: Generally, a perfectly competitive market existswhen every participant is a "price taker"which means thesuppliers will have not able to raise price for facing elasticdemand curves, and no participant influences the price of theproduct it buys or sells.( /wiki/Perfect_competition#Basic_structural_characteristics ) .So simply raising price will make a loss of demand and totalrevenue. The cross-price elasticity of demand can reflect thecustomers’attitude towards some particular goods. Thedemand of substitute goods is holding pace with the pricewhen it has any change. Conversely, the demand ofcomplementary goods would decrease when the price increase.In this condition, customers will always find the most propergoods for themselves.Low barriers to entry: Compared with oligopoly, the new firms would be easier to enter in the pure competitive market. Andthe entry of new participants will probably providecompetition and ensure price is kept low in the long run.5.0Explanation for Diagram in Pure Competitive MarketIt is known to all that each individual firm is considered as a pricetaker. Customers may not prefer to buy a product with a higher price. Because of the characteristic (perfect knowledge) of pure competitive market, neither buyers nor sellers can gain an advantage and firm may sell their goods at the point where they have the maximized profit.From the short run view of a firm in a pure competitive market structure, the explanation of the diagram is as follow:The price in a pure competitive market structure is decided by demand and supply, which can be seen in panel on the right. When demand rises from D1 to D2, the equilibrium point goes from A to B and P2 is the established price. Because of the price which a firm use stays at P2, marginal revenue is equal t o P2 at last average revenue is equal to P2 as well. When MC=MR, pr ofit maximization is achieved, so the point which firms will stop prod ucing should be C which ordinate is P2 and abscissa is Q2. Accordingto the diagram above, when quantity is Q2, ATC is equal to P1. So P2 subtract P1 is average profit and then multiply by Q2 can obtain tot al profit.6.0Roles of Profit in Market Economy●Demand for factor resourcesScarce factor resources to flow where the expected rate of return or profit is highest. In the mobile phone market, when Richard Branson started to get profit in 2002, VM has 1,445,492 customers, which means stronger demands, more labour and capital are committed.With more scarce factor resources, VM may able to earn more profit.However, in a recession, the output, incomes and investment for VM must all fall, which may cause the profit loss. Thus the company should take action (for example cutting costs) to preserve its market position.●Market EntryIf an individual company gets more profit than others, it must be a signal to other producers within a market that profitable entry may possible. After three-year efforts, Richard Branson made VM profiting.When it comes, many other firms would be attracted to enter the industry. Thus, the competition would be increased and new products,technologies would be also updated in a higher speed.7.0The other two alternatives to profit maximization●Satisficing behaviourSatisficing behaviour can be the substitute to profit maximization behaviour. This behavioural method lays stress on how decisions are taken within the firm. When a decision is making, satisficing explains that individuals and groups should choose the first option that is good enough to address most needs rather all. Based on Herbert Simon’s work concerning behaviour --“people possess limited cognitive ability and can exercise only ‘bounded rationality’when making decision in complex, uncertain situations”, satisficing behaviour encourages individuals and groups to attain a more realistic goal.If VM set a goal that expending their customers to 2 million in a year, finally it reaches 2.5 million. Thus wise we can take the goal for a receivable.●Sales revenue maximizationThe goal of sales revenue maximization is to maximize the sales other than profits. The managers decision price and strategy of products. In this pattern of management, business can grow or sustain marketshare, ensure survival, discourage competitors, achieve bonuses and build the prestige of the senior management.For the VM, when it initially entered the mobile phone market, it is a great approach that selling their products as many as possible with the lowest profit to enlarge their market share.8.0Influences on a Firm in the Short RunFrom the diagram above, which can be seen are total cost (TC) is the sum of fixed (TFC) and variable costs (TFC).In the beginning, when nothing is being produced ,the fixed costs will be equal to the total cost. The TC and TVC increase concurrently with the quantity, but they are paralleled and the distance between them is TFC which is always invariable. And total cost is an upward trend.The diagram is about the short run cost curves. One time the fixed cost is excessively used, which will lead to the progressive decrease of marginal product, meanwhile the marginal product reduce will lead to the decrease of marginal revenue. Leading the reducing of the ATC when MC<ATC, on the opposite, it will lead to the ATC's increasing. Making the short-run ATC curve look like U-shaped, on the other side, the law of diminishing returns will lead to the rise of marginal cost of pr oduction as output increases.When AVC increasing higher than the fall in AFC one time the output in creases , which the marginal cost is rising will lead to the average total c ost rising9.0References( /wiki/Perfect_competition#Basic_structural_char实用文案acteristics ) .标准文档。

Contents1.0Introduction------------------------------------------p32.0Body---------------------------------------------------p32.1Market Failure-------------------------------------p32.2Public Goods---------------------------------------p32.3Merit Goods----------------------------------------p32.4Externalities--------------------------------------- p32.5Imperfect Competion-----------------------------p4 2.6 Climate policy----------------------------------------p52.6.1Climate plan------------------------------------p52.6.2Instruments-------------------------------------p52.6.3Result--------------------------------------------p53.0Conclusion------------------------------------------------p64.0Reference--------------------------------------------------p65.0Appendix-------------------------------------------------p71.0 IntroductionThis report’s aim is to explain market failure and the role of government in public goods ,merit goods, externalities and imperfect competition .It also analysis the policy about climate in UK.2.0 Maintain body2.1 Market failureIn economics, market failure is a situation in which the allocation of goods and services by a free market is not efficient.Market failures can be viewed as scenarios where individuals' pursuit of pure self-interest leads to results that are not efficient –that can be improved upon from the societal point of view.2.2 Public goodsThe first category is a pure public good, is both non-exclusive and non-competitive; characteristics of the second category of public goods is a non-competitive on the consumer, but it can easily be done less exclusive, some scholars such articles image called club goods; the third category of public goods and club goods is just the opposite, namely competitive in the consumer, but it can not effectively discharge him, some scholars such items as a shared resource or common-pool resource items.But for those with higher implementation costs or smaller scale of demand exclusivity crowded public goods, supply vendors is difficult to obtain a normal profit, the market can not effectively supply. Market mechanisms manifested in the effective supply of public goods incompetence, government intervention in the economy but also to provide an important basis.2.3 Merit GoodsMerit Goods means good for consumers but because of consumer ignorance and lack of consumer goods.For example,Medical ernment must control it. If there is a private charge, the price will change as personal thoughts. Once becomingthe formation of private monopolies, it will definitely lead to serious social ernment become a social’s security.2.4 ExternalitiesI n economics, an externality is the cost or benefit that affects a party who did not choose to incur that cost or benefit.If there are external benefits, such as in public safety, less of the good may be produced than would be the case if the producer were to receive payment for the external benefits to others. For the purpose of these statements, overall cost and benefit to society is defined as the sum of the imputed monetary value of benefits and costs to all parties involved.Paper mills can be estimated earnings according to the market price of paper, you can estimate costs based on elements of the market price. As long as the benefits outweigh the costs, will increase the production of paper. Paper production will pollute water’s quality, increased social costs of production. However, there is no pure air market,paper dealer will not be forced to bear the cost of air quality and thus the profits of manufacturers will not include this cost estimate.If government don’t intervene it,external effects will never be solved.2.5 Imperfect Competition.In economic theory, imperfect competition is a type of market structure showing some but not all features of competitive markets.Ideal perfectly competitive market economy, based on the normal order of market economy also fully competitive as a precondition.But it is very hard to come true.On the imperfectly competitive market, manufacturers have a lot of market power, they can influence and even determine the market price.Under normal circumstances, the monopoly will give manufacturers to bring excess economic profit. In the absence of sufficient competition exists but excess economic profit, the monopolist often lack the incentives to innovate, there is no initiative to improve production efficiency, which gives the development of productive forces has brought significant obstacle.So government must ernment become a Macro-control person.2.6 Climate policyTo encourage companies to find cost-effective emission reduction and coping measures, the British government has taken measures to climate change levy and implement an emissions trading system and so on, and funded the establishment of Carbon Trust to provide relevant advice and services for enterprises and the public.2.6.1 Climate Change PlanAgainst the greenhouse effect, in November 2000 the British issued a "Climate Change Plan", stated to reach all types of industry "Kyoto Protocol" other emission reduction targets, is scheduled to start from April 2001 climate change levy .It is benefit to reduce the emission of GHG2.6.2 InstrumentBritain was the world's first country to introduce a long-term legislative framework to tackle climate change, "Climate Change Bill" in November 2007 at the Congress started, March 31, 2008 by House of Lords, currently in the House of Commons discussion, the goal is to finish in the fall of 2008 legislative program, to attain formal approval.2.6.3 ResultAccording to the latest annual report of the July 17, 2008 release, the 2007 UK carbon dioxide emission Put the total was 543.7 million tons, compared to emissions in 2006, reducing the 2%; relative reduction 13% in 1990; in 2010 is expected to be able to achieve reduction of 15.5%, which is the first time in 2007 than the year the report is expected to be done to reduce emissions 18%, it seems that the situation is not optimistic, but it does get improvement with some extent.3.0 ConclusionMain economic goals of the government are to adjust the market, make the market good and fast developed.Market failure caused by a series of economic problems, the government must launched more effective policies to prevent the emergence of market failure.Perfect climate policy will help to improve climatic conditionsEU as a group of countries, the emission reduction targets under the "Kyoto Protocol" commitment is to the first commitment period (2008-2012) in 1990 on the basis of emissions 8%. The EU in turn the emission reduction targets internally secondary decomposition, make adjustments based on country-specific circumstances. Low level of development in some countries, like Spain, Portugal, etc., to allow their obligations lightly, while the ultra out of the reductions within the EU accounted for mainly by the leadership of the two great powers - Britain and Germany - to bear.Britain assumed emission reduction obligations for 12.5%, while domestic emission reduction targets established by the UK higher plan in 2010 based on emissions in 1990 by 20% to 60% by 2050. In order to complete the reduction targets, the British established a relatively complete system of domestic climate policy. UK Department for Environment, Food and Rural Affairs as the main department responsible for climate policy, were launched national programs to address climate change in 2000 and twice in 2006, and since 2007, to submit annual reports to assess and report annually to Congress on Climate Change policy implementation and effectiveness.According to the latest annual report of the July 17, 2008 release, the total carbon dioxide emissions from the United Kingdom in 2007 was 543.7 million tons, compared to emissions in 2006, reducing the 2%; relative reduction 13% in 1990; expected 2010 15.5% reduction can do this the first time in 2007 than the annual report is expected to be done to reduce emissions 18%, it seems that the situation is not optimistic. Although 20 percent of emissions from domestic objectives there is a gap, but the completion of the amount still exceeded its statutory obligations, visible emissions problem on British attitudes are more positive.The Guardian2007-03-27For the greenhouse effect, in November 2000 the British issued a "Climate Change Plan", stated to reach all types of industry, "Kyoto Protocol" other emission reduction targets, is scheduled to start from April 2001 climate change levy tax. As of the end of March 2001, the British government (including the environment, transport and local government) and 40 industry groups signed a "climate change levy agreement" (Climlate Change Agreement). Agreement, the industry may choose to cap emissions manner or mode of production of individual units set protocol targets, the government then set a target to reduce the industry on the basis of 20% to 80% of the climate change levy. If no agreement is reached after 2 years reduction targets are, you can not continue to enjoy tax preferential treatment.Faced with diverse and complicated environmental issues, the British government and the industry as early as 1972 began to adopt environmental agreements as a means of environmental policy. At first, the British government in waste treatment countermeasure has warned that if the voluntary program was unable to reach a satisfactory established goals, the Act will take control. In recent years, the United Kingdom when modifying the provisions of the Finance Act, from April 2001 to levy taxes to climate change and to take the government and the energy consumption of industrial environmental agreements signed ways to improve energy efficiency and reduce emissions by up to give businesses mitigate 80 % discount panies are obliged to use energy information, reports production numbers to the Ministry of Environment. Ministry of Environment can appoint an independent supervisor (usually non-governmental organizations) in check, if the goal is to complete the identification card issued by the tax authorities with the identification certificate automatically concessions. While the above enterprise environmental agreements signed between the Government and the taxes associated with the content, is a legal agreement, but the government and the industry never will be as voluntary agreements,as "a gentleman agreement" on the nature of the non-binding law force.De finition of market failureMarket failures have negative effects on the economy because an optimal allocation of resources is not attained. In other words, the social costs of producing the good or service (all of the opportunity costs of the input resources used in its creation) are not minimized, and this results in a waste of some resources.Take, for example, the common argument against minimum wage laws. Minimum wage laws set wages above the going market-clearing wage in an attempt to raise market wages. Critics argue that this higher wage cost will cause employers to hire fewer minimum-wage employees than before the law was implemented. As a result, more minimum wage workers are left unemployed, creating a social cost and resulting in market failure.British "environmental policy" InterpretationClimate Change and Energy: Climate change is the greatest environmental challenge facing the world today, the 2006 UK Climate Change Programme is the UK Government on tackling climate change work's core strategy, which describes the British government policies and measures to reduce greenhouse gas emissions, Meanwhile describes how the British prepared to adapt to climate change impacts. March 2007, the draft law on climate change Britain began public comment. To encourage companies to find cost-effective emission reduction and coping measures, the British government has taken measures to climate change levy and implement an emissions trading system and so on, and funded the establishment of Carbon Trust and the Energy Saving Trust two institutions, enterprises and the public to provide relevant advice and services.。

Outcome 11. The two main areas of law are Criminal and Civil Law.- Criminal lawDefinition: deals with all types of offences过错and crimes, concerns itself with the recognition of what amounts to a crime and the punishments suitable for these recognized crimes.Criminal conduct is the behavior which threatens the safety and security of the community. So the offender should be punished by imprisonment or fine or some other sanctions. Examples: murder, culpable homicide, piracy, treason, armed robbery, supplying illegal drugs, fire raising, assault, fraud, theft, house breaking, dangerous driving, and breach of the peace)- Civil lawDefinition: concerned with non-criminal disputes and situation, including the following:a) The settlement of legal disputes between individuals and other bodies (example: divorce case).b) The payment of compensation from one party to another for loss or injury (example: a case where someone was claiming damages after being injured by faulty machinery at work).c) The setting of procedures to govern financial and other matters (example: the legal procedures to be followed when buying or selling a house).2. Sources of Scots Law are Statute Law, European Union Law, and Common Law or Judicial Precedent.- Common LawDefinition: is a numerous legal rules that form the part of unwritten laws of Scotland which has been handed down to us as customs and practices over the centuries.A major source of Common Law is the practice whereby judges make new rules of law will be followed by other court, so that it is legally binding rules.3. Doctrine of Judicial PrecedentDefinition: is a process involves a process whereby a judge can develop a rule of law by making a decision in a test case. A test case refers to the one in which clarification of an important point of law is sought, and judges after listening to opposite legal arguments will have to make the decision about which view of the law is correct. Once this decision has been made, future judges and course will be expected to follow the reasoning in the test case, if they are dealing with a case with similar legal issues.It must be emphasized that not every judge can make a new binding legal rule. The authority of the judge or court should be considered here, if the judge is relatively junior, he/she will be unlikely to be able to create a new rule of law. But on the other hand, if the rule comes from superior courts, this decision will be followed by the lower or inferior courts.Judicial precedent or case law is parts of the unwritten law of Scotland.Donoghue v Stevneson (1932)4. Westminster Parliament and Scottish Parliament (legislative body)Unlike the previous Scottish Parliament which was abolished by the Act of Union in 1707, the new Scottish Parliament is not a completely independence body. The Scottish Parliament is clear and inferior body compared with the Westminster Parliament.It is the Westminster Parliament from which the Scottish Parliament obtains its authority to pass laws for Scotland. So any legislation of the Scottish Parliament is thought to be secondary legislation.It is also necessary to know that a simple Act of the Westminster Parliament is all that it would take to abolish Scottish Parliament. Westminster Parliament has already abolished a local assembly.Acts of Parliament are often referred to as legislation or statute law until the creation of Scottish Parliament, the Westminster Parliament alone made laws for Scotland. However Westminster has given the Scottish Parliament authority in many different areas of policy to make statute law.Abolition of feudal tenure act 2000The Health and Safety at Work Act 1974Sale of Goods Act 1979Employment Rights Act 1996Protection of Children Act 20035. Civil Law v Criminal Law- Criminal Law is primarily used by the state as a means of maintaining law and border by punishing certain individuals who have the behavior as criminally and antisocially. The State uses the Criminal Law to punish criminals on behalf of the community or sociality.- The Civil Law is to resolve legal disputes between private individuals in such areas as 民事纠纷Family Law, Company Law, Partnership Law, Banking and Finance Law, Sale of Goods and Services Law, Consumer Law, Personal Injury Claims Law, and Divorce.- Different courts and standers of evidence and procedures exist depending on whether we are talking about a criminal action or a civil dispute.Conflict between Scottish and european lawIf there is a conflict between Scottish and European law, the court should obey the rules or laws under European law.The European Union is an organization of 25 member states. The members must obey the rules or laws in order to enjoy the benefits of membership.Britain has been a member of the European Union since January 1, 1973. because of the passing of the European Communities Act 1972 by the Westminster Parliament. It is this legislation that recognizes the supremacy of European Law over the domestic law. By the time Britain became a member of European Union 1973. Many of the important law were already in place and Britainhad to accept this as a price of membership of European Union. But if Britain decides to withdrawal from membership from European Union, then its national law will once again get supremacy.6. The Council of MinistersThe European ParliamentThe European Court of JusticeThe European CommissionThe first two have the power to make laws for the people of European.The third one enforces European Union Law.The forth one is effectively the unions civil service and it can propose law. It can also bring breaches of the varies European Union Treaties to the attention of the European courts of justice. The Commission is regarded as the EU Treaties guardian of the varies European Union Treaties.。

Presentation SkillsF84E 35 (Outcome one)Name:SCN:CLASS:Content pageIntroduction (2)Findings (2)Presentation to banchory residents (2)Presentation to parents and teachers group (4)Presentation to Local councillors (7)Conclusion (9)Reference (9)IntroductionThis report describes 6 ways of speaking, and the analysis of the combination of scenes. PPT, CD-ROM, photographs and pictures, videos , graphs and charts ,objects and models.FindingsPresentation to banchory residentsTwo methods chosen2. CD-ROMHow to use the two methods1. Put pictures, videos and information into the PPT, so as to facilitate the audience more intuitive understanding of the content of the speech. Before the banchory residents into green and new house style are made into a video on ppt. Enterprise speakers can watch the video and residents banchory to explain, so that residents banchory can be very clear to get the answer to the question. Then the road improvement and the issue of housing density through the picture into the PPT, the enterprise speaker through the banchory residents PPT through the picture and explain, so that residents can be very clear to get the answer to the question.2. Residents banchory consider the problem, you can go to find the problem has been solved CD-ROM, so that residents banchory understanding of the problem can be easily solved. This can make residents banchory more simple to understand the content of the speech. The enterprise can make banchory residents look at the speaker and illustrate that banchory residents can get the answer is very clear.Why these have been selectedpurpose of the presentationCompany representatives and residents together discuss proposed problems: density of housing for each site, the new housing fitting in' with existing styles, access and road improvements and landscaping and boundary issues. The purpose of the presentation is to allay fears, answer questions, provide details of proposed housing styles and present an illustration of how the village will look at the end of the development work. PPT and CD-ROM the two speech can alleviate the concerns of banchory residents, because of focus have presented the problem to the banchory residents of these two ways can be clearly, let banchory residents can get a clearer and more comprehensive answer.2. The nature and the size of the audienceThe number of local residents -150 is 100 people banchory, belonging to a large-scale speech. PPT and CD-ROM can use big screen to make the presence of all the banchory residents are heard and seen speech content, and the CD-ROM data to more convincing, can take care of every one in the presence of local banchory residents. The audience all belong to the local residents banchory, and the number of people are more, all of the degree of every culture has. And CD-ROM PPT can take care of people in every level of education, because residents can be through photos and videos to understand the situation. Residents banchory can make a better understanding of the content of the speech.3. The venue of the presentationThis presentation of the site is the village hotel banquet hall can sit 100-150, speech is relatively large site. In the extensive field speech are most worried about is the audience the audience can clearly hear presentations, PPT and CD-ROM wouldn't have such problems, because the PPT and CD-ROM can use big screen playing to the audience the audience clearer and better understanding to all of the content and the answers.AdvantagesPPT has the speaker does not move back and forth.advantage that can make the content more rich, because PPT can put a lot of different knowledge, such as photos and videos.3. PPT advantage that can combine the sound.4. PPT advantage is convenient and quick.5. Advantage of the CD-ROM it is convenient to copy computer data to CD.6. Advantage of the CD-ROM is a large amount of data.Disadvantages1. The disadvantage is that ppt computer emergency situation is not good control.2. ppt drawback is dark environment.3. The disadvantage of CD-ROM is that CD-ROM can only use the content, can not be modified.4. The disadvantage of CD-ROM is that it is easy to be damaged, and the data is gone.Presentation to parents and teachers groupTwo methods chosen1. photographs and pictures2. videosHow to use the two methods1. Enterprise speaker can advance the picture of the planning area to see parents and teachers group, which can be more intuitive and real audience to understand the contents of the speech.Each speaker can give the audience a picture made, every listener can be more detailed and comprehensive picture of the learned new classrooms and new playground look.Parents and teachers group to see the pictures,you can integrated the various aspects to make recommendations, companies can put proposals to modify the record.2. Enterprise speaker can give parents and teachers group videos to explain the contents of the videos in the audience can quickly get the point. In his speech, parents and teachers group needs more intuitive, so use videos to presentations more persuasive. Enterprise speaker can put new classrooms and new playground analog videos presented to parents and teachers group, so parents and teachers group can be very detailed to watch the speech focus and make recommendations.Why these have been selected1. The purpose of the presentationCompany representatives, parents and teachers gathering together discuss the construction of the new adventure play area, new wildlife garden, including a pond, and updating school library with more 'quiet zones' and 15 new computers. The aim of this presentation is to present to parents and teachers the proposed plans for these areas and to encourage them to recommend ideas and suggestions. The local council is also taking this opportunity to upgrade existing facilities in the school. photographs and pictures and videos of these two methods can be fully speech to the audience to provide comprehensive and detailed information that allows parents and teachers group fully understand the new classrooms and a new playground, detailed pictures and videos can make listeners Presentations more understanding. Clarity, better advice.2. The nature and the size of the audienceThe number of listeners initially set at 18 people, which is a small-scale presentations, the speakers and audience interaction is very important. photographs and pictures and videos of these two speeches are suitable for small-scale ways of speech, Because corporate spokesman and let parents and teachers group to better face to face communication, making communication more accuracy. The speaker can use pictures and videos to answer audience questions, you can also interact with the audience, take advice.3. The venue of the presentationSpeech venue is a large classroom, the size of the classroom is limited, so the site will not be very broad. And the equipment of the classroom is very comprehensive, so the speaker with videos and photographs and pictures these two kinds of speech is very appropriate. These two methods are more convenient for the interaction between the speaker and the audience. Can maximize the effect of the speech, and be able to absorb better recommendations.Advantages1. The advantage of photographs and pictures is to give people the impression deeply, the effect is good.2. The advantage of photographs and pictures is that the picture is vivid and concise.3. Photographs and pictures advantage is high, the picture can be better reflected.4. The advantages of photographs and pictures is a high concrete, pictures can take the language specific presentation in front of the audience.5. Videos advantage is high efficiency and improve the effect of speech.6. Advantage of videos is real high, real videos are shot.Disadvantages1. The disadvantage photographs and pictures it is inconvenient to take notes.2. The disadvantage photographs and pictures that the audience will feel boring.3. The disadvantage is inconvenient to record videos.4. The disadvantage is that videos during playback, may cause the listener's attention is not focused.Presentation to Local councillorsTwo methods chosen1. graphs and charts2. objects and modelsHow to use the two methods1. Enterprises can use the speakers in detail and charts to explain the content of the speech to local councillors, so you can make the audience better understand the content of speech. To speak to local councillors is very formal, the graphs and charts presented to the local councillors is more appropriate. Business speaker in the form of a chart to the traffic survey data presented to the audience, the audience focus on the content can be found in the chart.2. Corporate speakers can be carried out after the graph model entities to explain the content to local councillors, allowing the audience clearly see and feel the expansion of the village simulation. And give local councillors very formal speech, objects and models used in formal speech speech mode. Companies can give each speaker a local councillors see, get in front of each listener, so local councillors can be very detailed understanding of the situation and can make good suggestions.Why these have been selected1. The purpose of the presentationRepresentatives of the company and local members together discuss finalized timetable for project starting spring of next year, data from traffic survey carried out by QinitiQ along with their predicted figures for traffic flow on project completion and recommendations from Scottish Natural Heritage (SNH) on native tree planting proposal. Within the council there has been strong support for expansion of existing villages as opposed to establishing new villages. Graphs and charts can be formal way this speech to the audience and explain in detail the content of the speech, objects and models can be more intuitive and clearly explain the contents of the speech can be made more efficient.2. The nature and the size of the audienceThis meeting will take place in the council chambers and there will be a group of 35 people which consists of councillors and representatives from planning, roads and transport and environmental services. The speech 35 audience, a medium size. Enterprises should pay attention to the speaker and every local councillors interaction, Graphs and charts can be used to chart the performance of the content and the ability for everyone to communicate, when rendered objects and models so that we can more intuitive understanding of the content of speech.3. The venue of the presentationSpeech is the place of the meeting room, is a very formal place. It is necessary to use concrete data and detailed accessories to make the speech more formal and professional. graphs and charts speech mode and speech mode objects and models in a formal occasion to explain to the audience the content of speech, so that the audience better understand the presentation content and more explicit.Advantages1.Advantages graphs and charts of high authenticity, charts are based on real information made.2.Advantages graphs and charts is convincing high.3.Advantages graphs and charts that make speech very intuitive.4.Advantages graphs and charts is to make a more detailed presentation.5.Advantages objects and models is more formal, more suitable for speech.6.Advantages objects and models is persuasive relatively large, we can look at the model to explain at the same time.Disadvantages1. The disadvantage graphs and charts that fit in a certain field, people with expertise to understand and intuitive content.2. The disadvantage graphs and charts is the long production time.3. The disadvantage objects and models is not convenient to carry.4. The disadvantage objects and models have cost too costly.ConclusionThis report introduces 6 ways of speaking in 3 scenarios. Respectively is PPT, CD-ROM, photographs and pictures, videos , graphs and charts ,objects and models. And combined with the scene for the purpose of speech, the number of speech and speech scene for a detailed analysis. And summed up the advantages and disadvantages of the 6 ways of speech.ReferenceScottish Qualifications Authority,(2006).Presentation Skills, Peking Economic Times Press,11-31.。

Marketing: An IntroductionContentsIntroduction (3)Marketing concept (3)Pay attention to market research (3)Corporate Profit (3)Pay attention to the marketing plan (3)Marketing Orientation and Customer Relationship Management (4)After Service (4)The marketing environment (4)Types of Marketing Environment (5)Marketing Research＆Information： (5)Find out en terprise’s problems and mistakes (5)Market Segmentation (5)Opponents of information (6)Marketing plan (6)Market research and information Introduction (6)Quantitative&Qualitative Research (6)Qualitative Research (6)In—depth interviews (6)Quantitative research (7)Face-to-Face surveys： (7)Segmentation ＆targeting (8)Research information (8)Market segmentation (8)Benefits of Market S&T (8)Conclusion (9)Reference (9)IntroductionThis report is writes for the Trusty—Land Food Company. The report consists of 5 point that includes the marketing environment segmentation and targeting，the market research and information and marketing conception。

Assessment task instructionsRead the following passage and answer the questions which follow.SteamScot is a privately run rail company, which provides steam train journeys in Scotland. At present they operate three specific rail journeys in various parts of Scotland. These journeys are aimed at the tourist market and operate throughout the summer months. Around 70% of passengers are domestic tourists with the other 30% overseas visitors.The company has been fairly profitable over the last decade, and with the help of various grants available, they are considering an expansion of its operations. However, it is also aware that within the next five years a major overhaul of its capital stock as well as major repairs will have to be undertaken. It is this dilemma that the board of the company faces.It is estimated that in the coming year it will have £2.5 million to spend. This money could be used to open a new line between Inverness and Fort William, or to begin the repair and replacement plan on its current routes.A recent report has highlighted that following recent terrorist threats, visitors from the USA are expected to fall within the next three years, but that European visitors are likely to increase as the Euro rises in value. It is also expected that Visit Scotland (the tourist organization) will mount a major advertising campaign in England to encourage more visitors from that country.The boards of directors of SteamScot are also considering a change in their pricingbut are unsure if this is a wise move. At present the average price of a journey is £4 and 60,000 tourists use the services. A report commissioned by the board on price, supply and demand is shown on the following table.1 SteamScot face a ‘basic economic problem’!What is this ‘problem’ and what is the opportunity cost of the replace and repair programme?2 From the table in the previous passage, construct a demand and supply schedule ona diagram and identify the equilibrium price and quantity.3 (a) Calculate, using total revenue, the price elasticity of demand when: (i) price rises from £4 to £5(ii) price falls from £4 to £3(b) If you were a member of the SteamScot board, what would you recommend the company does in both situations? Give reasons for your advice.4 How would the advertising campaign by Visit Scotland affect demand for SteamScot journeys?Show the effect on a diagram.5 Apart from an increase in price, what other determinant would encourage SteamScotto increase its supply of rail journeys?6 If the Chancellor of the Exchequer was to reduce income tax, would this affect demand for SteamScot’s product s? Explain your answer with reference to income elasticity of demand.7 Using a diagram, show what would happen to the equilibrium if the Scottish Executive gave SteamScot a subsidy. Explain any changes and how the market would return to equilibrium.评估任务说明阅读下面的文章,回答下列问题。

Table of ContentsIntroduction ................................................ 错误!未定义书签。

Oligopoly ........................................................... 错误!未定义书签。

Entry barriers ................................ 错误!未定义书签。

Non-price competition ......................... 错误!未定义书签。

Explanation for Diagram in Oligopoly 错误!未定义书签。

Pure Competitive Market ............. 错误!未定义书签。

Lower prices .................................. 错误!未定义书签。

Low barriers to entry ......................... 错误!未定义书签。

Explanation for Diagram in Pure Competitive Market错误!未定义书签。

Roles of Profit in Market Economy ... 错误!未定义书签。

Demand for factor resources ................... 错误!未定义书签。

Market Entry .................................. 错误!未定义书签。

The other two alternatives to profit maximization 错误!未定义书签。

Satisficing behaviour ......................... 错误!未定义书签。

1 please describe the purpose and importance of marketing research to organisations.(expected response:approximately 200 words)Answering this question you'll be asked to interpret the meaning of marketing research first, then explain the importance of marketing research.An explaination of the importance of marketing research to include points such as: Definition of marketing researchReferenceMarketing research is a systematic, objective collection and analysis of data about a particular target market, competition, and other environment inluding internal and external environment. It always incorporates some form of data collection whether it be secondary research or primary research which is collected direct from a respondent.The marketing research aims at meeting the needs of its market where a company needs to understand its customers. With the change or development internal and external environment of company, the product market will varies from many factors such as customers' wants or demands.Since meeting consumers' needs is the basic commercial laws, and important for the company's survival and profits making, the company can do some efforts to create more customers' utilities (satisfaction) by marketing research. With the coming of the products' market growing and mature, the quantity of competitors increases, there is no more space available of prodcts' profits making. In order to survive, to keep the existing profit, or to increase the profit, company have motions to explore the potential markets by marketing reseach.2 expected response: approximately 300 words.(a)describe and distinguish between primary and secondary data.Reference :Primary data is the information collected for particular(specfic) purpose at hand. Secondary data exists somwhere, gathered for another purpose.The difference between the primary data and the secondary data can be listed as follows:Just as its name implies, primary data is the first hand information, while secondary data is the seond hand information. That is to say, primary data is field research which is gathered by an organisation for its own specific purpose. Seondary data is desk or library research which is gathered from the library and internal organisation, etc. So we can conclude that secondary data is started first, the more expensive, time-consuming primary research will be used only when missing information has to be collected by marketing research.Secondary data comes from both the internal database and information publicly available(marketing intelligence). While primary data can gathered from outside the organisation.There is the difference in the instrument of the two data. Primary data can gathered through survey . We can survey the targeting by mail, phone, or internet. It can collected through observation by ethnographic research, or sending its staff to observe. It also can gaghered information by focus group interivewing and by experimental research. While the secondary data can be sorted from public available information and internal information. the public available information may include government's report of industry, the news of competitors' website, the references form library, free industry research database, public limited company's information, etc.(b)idetify the advantages and disadvantages of using secondary data.AdvantagesReference:There are five main (key) advantages of secondary data. The fist, it is cheaper and can be obtained more quickly. The seond, Vast quantities of information covering a wide range of subjects are available. The third, since secondary data exists somewhere, it has already been analysed and processed. The fourth, organisations have gathered information over many years and trends and patterns can be identified so that the data is used because public receive it undoubtedly. The last, Governments produce statistics about markets and consumer habits, so if the change of environment can be neglected, the resources about markets can be used.The disadvantages of secondary data includes as follows:it is provided to pulic, so it can not provide specific information for a particular organisation, that is to say , the rivals possibly have the same accesses to gain the similiar information. It ages easily , so it is possibly out of date. Secondary data is not specially prepared for the specific problem of marketing, so the outcome maybe be biased.(c)identify different secondary soures which the organisation in the case study might use.Government statistics about social trends from the Annual Abstact ofStatistics.The financial accounts of rival company.Sales records from within the company to identify growing/declining areas.Newspaper articles about the latest toy crazes in America.Census figures which highlight population changes.Government statistics about the state of the economy.3 explain how the organisation in the case study might use different types of marketing research. Provide realistic and relevant examples of types of marketing research which the organisation could use to improve its current business situation.(expected 400 words)The company could carry out questionnaires in retail outlets, such as retailers and other middlemen by telephone, personal talk or online.the company could visit parent and toddler groups to observe how children play with toys.The company could invite pre-school children to play in the observation room exlusively bulit for research, the marketing managers could watch or observe the children's behavior by scanners or through the window outside the observation room.The company hire an well trained person who was good at marketing research to observe the parent and children's buying behaviors.The company could organise focus groups to discuss new products with groups of 10-12year olds. The company could create a flexbile and comfortabletalk/chat environment, start from an interesting topic so as to calm down the groups, then induct them to speak their true views on the exploration of the new product.The company could carry out the quesitonnaires to make sure the customers' buying preference and their habbits of buying toys , by this process, the company can gain some resources about the development of the new products for added customer market which can be described with 10-12year olds.The company could send out questionnaires to the toy buyers for exsitingproducts in different retail stores such as toy stores , super markets, etc. The contact methods are available which are mail, phone, personal talk, and online. Ifthe outlay for marketing research is enough , the suggested method is personal talk. Because this method is easy to control the quality of research.The company could organise focus groups to discuss exsiting products with groups of pre-school year olds. Since the customers' characteristic, the form of research maybe variable and flexible. Maybe playing games with them is available while carrying out research. By chatting with them, marketing managers or marketing researchers can know their needs for the toys.Since the industry is becoming even more competitive, gathering more secondary data of rival company's marketing activities is a quite right choice. We can analyse the rival companys' sales figures to see how they had adapted their product ranges. We can go to library for basic reference of rival company, we can gain the free data from the government statistics of industry, we can also gain the information of rival company on the internet ,especially on the rival company's website which includes formal information and informal information like BBS' news.For gathering more information of rival company, we can use the ethnographic research.we can hire a person specially trained for marketing research. The person will observe the buying behavior of their own consumers and rival companys' consumer, then analysis the difference between the two kinds of consumers. Finally give the different marketing strategy .The company could use secondary sources such as government statistics to identify changes in the market place.The company could gather information of book order of government for the primary scholar or pre-school children through the report of government 's work which can be received freely and through government authoritative website.。

Answer the following questions in relation to WJE1 Economics revolves around the nature of choice and the availability of Resources. With reference to WJE’s current situation, explain what is meant by the term ‘the bas ic (central) economic problem’.经济学围绕所选择的性质和资源的可用性。

参考Wje的现状，解释什么是“基本经济问题”（中央）。

回答：在这里涉及到基本经济问题中的两种，一种是稀缺资源，另一种是选择。

稀缺资源：定义（看书）+ 文章中的例子（金钱，材料等等具体说出来）；机会：定义（看书）+ 文中的例子（在introduce a new model和upgrade the Tiger2 at a modest cost中选一个）2 In relation to WJE’s current situation explain what is meant by the term opportunit y cost. 在关系到Wje现状的解释什么是短期机会成本。

回答：机会成本的定义（书上）+联系例子（文中选择了introduce a new model，因此文中的机会成本便是upgrade the Tiger2 at a modest cost）3 Figure 1 shows the demand and supply curves for performance sports cars similar to those offered by WJE. The quantity demanded is illustrated by line D, and the quan tity firms are prepared to supply is illustrated by line S.图1显示性能跑车所提供的类似的需求和供给曲线Wje。

经济学1. Price elasticity that is elasticity of demand means the relationship between the percent change in quality demand and the percent change in price. A change in price leads to a relatively large change in quality demanded. It’s very sensitive.Price elasticity has some negative aspects, a small increase in price, a large decrease will in the quantity demand. Barr’s product is price elasticity. To reduce such negative influence, enhancing brand loyalty might be the most practical approach. To support the approach-develop the consumer’s brand loyalty, promotion methods are extremely important, which could realize the approach. As a result, promotion must be aimed at and has the market reaction. Therefore, product life cycle and marketing research must be taken into consideration.Barr’s tried to build brand share and brand loyalty. Advertisement is a effective method to promote the product.Itn-Bru: A new design for it was launched in 1993, which has followed an edgy humorous theme. And the TV advert g ained the Chairman’s award in 2001. In addition, free Irn-Bru samples were given to concert goers. The innovative tactics not only could attract consumers but also build brand awareness gradually.Tizer: through new package and TV show to target the marke t. What’s more, in conjunctions with Alcan, ran a campaign in conjunctions with schools whereby containers are provided in schools for recycling, which could increase the sales and enhance brand loyalty.2. There are several factors affecting the demand.Price:as a result of the value of pound was high against than Euro, Euro-zone countries import Coca Cola from place like Spain is cheaper than to buy them from UK producer. In addition, the soft drinks have quality guarantee period. Barr’s was forced to cut prices to wholesales by 30% for competition. It’s a knock-on effect. Advertising: advertising is a vital method in promotion. A successful advertisement will increase the demand of product. Irn-Bru is Barr’s main product, the company through different kinds of products to promote it. They maintain an up-to-date image for the products so that the demand of the product is sustainable.Taste: because Tizer’s target market is 13-15 year old boys, their taste changes quickly. Tizer was always re-launched so that they could get closer the target market. Weather: compare the operating profit from 1999 to 2003; every year’s operating profits is increasing except in 2002 caused by a very poor summer, sales of soft drinks are low.Supplementary: Because the value of pound was high against than Euro, Euro-zone countries import Coca Cola from place like Spain, the import product has strong conflict to native products. The supplementary product’s price decreases, then the possibility of supplementary increase. Bar r’s was forced to cut price.Promotion could increase the demand of the product, which will bring higher sales and profits.Due to the value of pound was high against than Euro, Euro-zone countries importsoft drinks from place like Spain, which lead th e supplementary product’ s price decrease, the demand of native product’s reduce. Barr’s was forced to cut price to maintain sales level. Therefore, the revenue will less than other year with higher cost. Poor weather conditions will lead the sales of the products less than other years. And it will have a negative influence in cash flow.Supply and demand curveIt’s a curve that illustrates the change in demand.It shows Price and other factors could affect the demand curve.When the price is P1, the quantity is Q1,when the price is P2, the quantity is Q2.If prices rise from P1 to P2, the quantitywill moves along the demand curvefrom A to B, this means quantity willdecrease from Q1 to Q2.In the case, when the value of pound ishigh against the Euro, the demand ofsoft drinks in the UK is decreased, soBarr’s has to cuts prices.If Consumers like the tastes, a successful advertisement and consumer’s income increased, the demand curve will shift to the right,(from D0 to D1) which refers to the case. The various kinds of promotional activities increased the demand of the soft drinks. However, if there is a poor weather condition and consumer’s income decreased, the demand curve will shift to the left,(from D0 to D2) which refers to the case, in summer of 2002. It causes the demand decreased, so Barr’s profits are lower than other years.。

Assessment task instructionsRead the following passage and answer the questions which follow.SteamScot is a privately run rail company, which provides steam train journeys in Scotland. At present they operate three specific rail journeys in various parts of Scotland. These journeys are aimed at the tourist market and operate throughout the summer months. Around 70% of passengers are domestic tourists with the other 30% overseas visitors.The company has been fairly profitable over the last decade, and with the help of various grants available, they are considering an expansion of its operations. However, it is also aware that within the next five years a major overhaul of its capital stock as well as major repairs will have to be undertaken. It is this dilemma that the board of the company faces.It is estimated that in the coming year it will have £2.5 million to spend. This money could be used to open a new line between Inverness and Fort William, or to begin the repair and replacement plan on its current routes.A recent report has highlighted that following recent terrorist threats, visitors from the USA are expected to fall within the next three years, but that European visitors are likely to increase as the Euro rises in value. It is also expected that Visit Scotland (the tourist organization) will mount a major advertising campaign in England to encourage more visitors from that country.The boards of directors of SteamScot are also considering a change in their pricingbut are unsure if this is a wise move. At present the average price of a journey is £4 and 60,000 tourists use the services. A report commissioned by the board on price, supply and demand is shown on the following table.1 SteamScot face a ‘basic economic problem’!What is this ‘problem’ and what is the opportunity cost of the replace and repair programme?2 From the table in the previous passage, construct a demand and supply schedule ona diagram and identify the equilibrium price and quantity.3 (a) Calculate, using total revenue, the price elasticity of demand when: (i) price rises from £4 to £5(ii) price falls from £4 to £3(b) If you were a member of the SteamScot board, what would you recommend the company does in both situations? Give reasons for your advice.4 How would the advertising campaign by Visit Scotland affect demand for SteamScot journeys?Show the effect on a diagram.5 Apart from an increase in price, what other determinant would encourage SteamScotto increase its supply of rail journeys?6 If the Chancellor of the Exchequer was to reduce income tax, would this affect demand for SteamScot’s product s? Explain your answer with reference to income elasticity of demand.7 Using a diagram, show what would happen to the equilibrium if the Scottish Executive gave SteamScot a subsidy. Explain any changes and how the market would return to equilibrium.评估任务说明阅读下面的文章,回答下列问题。

The report for eco- micro economicIntroductionWe also talk about the relationships on them. After three years of trading, Richard Branson’s Virgin Mobile is still a niche player in the mobile phone market. This report is to the purpose of analyzing Virg in Mobile’s situation, and advice its situation. This report I will talk about the micro economic knowledge about profit, output, and the structure of market and so on.Findings1.The mobile phone market is believed to be an oligopoly —what are twoCharacteristics of this market structure?Answer: An oligopoly is a market dominated by a few large suppliers. Two Characteristics of oligopoly are high degree of industrial concentrations andstabilized price rate. In the case, Virgin Mobile keeps that price stable andnot often change.2. Illustrate with an appropriate diagram and describe the price and output behavior that may be seen in an oligopolistic market structure.This means that the elasticity of demand is greater above the ruling market price than below it as shows in the above diagram. Price is OP and output is OQ. At prices higher than P demand is elastic—raising prices will likely cause loss of market share. At prices lower than P however the fear is that cutting priced will force rivals to follow suit and there will be little gain in the way of additional sales. (SQA, 2004 Economic1 text book)3. Choose another market structure and suggest two characteristics of thismarket structure.Answer:Duopoly is a situation which only two suppliers of a commodity. The characteristics of this market structure are much the same like it is inoligopolistic structure.Two characteristics of duopolistic structure are barriers to entry and exist forlarge scale of production; non-price competitions are the difficultiesprediction.4. For your chosen market structure and with the aid of an appropriate diagram describe the price and output behavior in it.Answer:MRARRevenue MCP1P2ATCO Q1 Q2 Output The profit maximizing output is Q1. This is when marginal cost equates marginal revenue (MC=MR). This means a price of P1. However the revenue maximizing output is Q2 where MC=zero. This however means a lower market price of P2.A monopoly may well have almost complete control over the supply of a commodity. It can not however control the demand for the commodity. This means that if the monopolist wishes to supply more this is only likely to be achieved by lowering the price. The monopolist can also if they wish, fix the price then allow the consume r to determine the quantity bought. (SQA, 2004 Economic1 text book)In any other form of competition than perfect competition, the demand curve shapes downwards. If a firm raises its prices it may lose some sales. However it can also try to increase demand by lowering prices. The power a monopoly has to influence price will depend on: the availability of close substitutes and the power to restrict the entry of new firms.5. What two roles would profit have played in attracting Richard Branson to the mobile telephone market?Answer: Profit plays the valuer and motivator in the mobile telephone market to attract Richard Branson. To achieve economic Profit maximization in shortrun and to gain Social profit maximization in the long run. (SQA, 2004Economic1 text book)Profit is a motivator. They’ve reached the point at which Marginal costs andMarginal Revenue are equal where profits are maximized for the mostefficient production. Profit gives them reward and encourages them to takerisks. The high profit encourages new businesses to enter the market, creatingmore competition and diversity of goods and services. This is the case forshort-term consideration.For Virgin Mobile, it is the maximization of social profits that will gain thebusiness the reputation and chance to stay in business in long-termconsideration. It has gained along side customer loyalty in long run.6. Analyze two other alternatives to profit maximization as a goal of firm.Answer: in a summary of profit maximization we suggest that many business people may know very little with regard to Marginal cost and Marginal revenue.There is a problem for many managers or directors in that they may neverknow whether or not profits have been maximized. The managers anddirectors would then try to ensure that with a predicted level of sales they cancontrol costs to meet the profit targets. However managers operate in aconstant state of flux and this makes it difficult to establish the hardinformation, which would allow profit maximization to occur inn practices.Marginal revenue and marginal cost, many business may set targets throughanalyzing the market situation. (SQA, 2004 Economic1 text book)A second area that is allied to the first is ‘separation of ownership fromcontrol’. Most large companies may have conflicting requirements, theshareholders looking for increased profits to improve the value of theirshareholding, the managers to have improving salaries and rewards and retaincontrol over decision-making. It is very important to build a good relationshipand beneficial for company. Firms must look after social issues, for example,Consumers, workers, Environment, Local residents, shareholders andgovernment. So for a company, profit is not the only thing to be attention.7. Discuss what influences the shape of the total cost, average cost, and marginalcost curves in the shirt run in a firm.Answer: The factors could be influential in its shape of the total cost, average cost and marginal cost curves comes form the current states of the firm.OutputTotal cost is the sum of Fixed and V ariable costs. If nothing is being produced then Fixed Costs will be Total Costs. As production commencesand V ariable costs rise so will Total cost. (SQA, 2004 Economic1 text book)Average Cost is the Total Costs Divided by the number of Units. Average Cost will vary with output because increases Fixed cost will assume a smaller proportion of the cost of producing each unit. When output is small, Average Costs will be high because Fixed Cost will be spread over a small number of units. As output increase Average Cost will fall because Fixed Cost will now be a smaller element of each unit. This means that every firm will want to reduce its Average Cost to the minimum point at which it is still making a profit. (SQA, 2004 Economic1 text book)Marginal Cost is the total cost Divided by The number of units. The margin is important because economics are concerned with the effects of changes in factors include costs, production and revenues. The total cost and total output changed are both effect the marginal cost. The digamma is following:If Marginal Cost < Average Cost, Average Cost will be falling.If Marginal Cost > Average Cost, Average Cost will be rising.Marginal Cost curve always intersects Average Cost at its lowest Point。

Assessment task instructionsRead the following passage and answer the questions which follow. SteamScot is a privately run rail company, which provides steam train journeys in Scotland. At present they operate three specific rail journeys in various parts of Scotland. These journeys are aimed at the tourist market and operate throughout the summer months. Around 70% of passengers are domestic tourists with the other 30% overseas visitors. The company has been fairly profitable over the last decade, and with the help of various grants available, they are considering an expansion of its operations. However, it is also aware that within the next five years a major overhaul of its capital stock as well as major repairs will have to be undertaken. It is this dilemma that the board of the company faces. It is estimated that in the coming year it will have £2.5 million to spend. This money could be used to open a new line between Inverness and Fort William, or to begin the repair and replacement plan on its current routes.A recent report has highlighted that following recent terrorist threats, visitors from the USA are expected to fall within the next three years, but that European visitors are likely to increase as the Euro rises in value. It is also expected that Visit Scotland (the tourist organization) will mount a major advertising campaign in England to encourage more visitors from that country.The boards of directors of SteamScot are also considering a change in their pricing but are unsure if this is a wise move. At present the average price of a journey is £4 and 60,000 tourists use the services. A report commissioned by the board on price, supply and demand is shown on the following table.1 SteamScot face a ‘basic economic problem’!What is this ‘problem’ and what is the opportunity cost of the replace and repair programme?2 From the table in the previous passage, construct a demand and supply schedule on a diagram and identify the equilibrium price and quantity.3 (a) Calculate, using total revenue, the price elasticity of demand when:(i) price rises from £4 to £5(ii) price falls from £4 to £3(b) If you were a member of the SteamScot board, what would you recommend the company does in both situations? Give reasons for your advice.4 How would the advertising campaign by Visit Scotland affect demand for SteamScot journeys?Show the effect on a diagram.5 Apart from an increase in price, what other determinant would encourage SteamScot to increase its supply of rail journeys?6 If the Chancellor of the Exchequer was to reduce income tax, would this affect demand for SteamScot’s product s? Explain your answer with reference to income elasticity of demand.7 Using a diagram, show what would happen to the equilibrium if the Scottish Executive gave SteamScot a subsidy. Explain any changes and how the market would return to equilibrium.评估任务说明阅读下面的文章,回答下列问题。

Case study;Green Auto is auto manufacturer, established over 15 years ago. The company has three production lines and over 12,000 employees,In the last 3 years it has seen a negative growth in the marketIt might due to three reasons. Firstly, rises in gasoline prices led to more people riding bicycles or taking public transportation instead of driving. Secondly,Green Auto had to recall 3000 cars because of quality problem last year. It affected the company's reputation seriously. Thirdly, Sun Auto, the competitor of Green Auto,launches a new energy vehicle and makes big success. The demand and supply of vehicles at various market prices every year is shown in the schedule below：AYi-StudiosQ1254481424allowance to auto manufacturers. Market survey shows that demand of new energy vehicles is increasing nowManagement team of Green Auto realizes that it's a chance for the company to make success. They have identified two possible strategic course of actionThe first option is developing new energy model to catch the market trend.The second option is improving quality management system.Both options would involve a significant investment in terms of the company's resources. The management team knows that they cannot afford to achieve both options and will have to choose the one that will maximize their chance of survival and future successEnd of case studyAnswer the following questions in relation to Green Auto：1.Economics revolves around the nature of choice and the availability of resources. In relation to Green Auto's current situation,explain what the 'basic(central) economic problem' is2. With reference to Green Auto's current situation explain the concept of 'opportunity cost'3. Using the figures in the table, construct a demand and supply diagram and clearly, identify both the equilibrium price and the equilibrium quantity.4. The government decides to give allowance to auto manufacturers. This will have a positive effect on supply for vehicle market with an estimated rise in supply of 6,000 vehicles per year at each market price.(a)Draw and label the new supply curve on the diagram that you have constructed in question 3.(b)identify the new equilibrium price and quantity clearly.(c) Explain how market forces would act to return the market to a state of equilibrium at the new equilibrium position.5. Draw the separate graph to illustrate the change to demand or supply curve in the vehicle market when each of the following situations is happened, and for each situation,indicate whether the changed curve represents an increase or decrease in demand, or an increase or decrease in supply at every possible price in the market.(a)The launch of a successful advertising campaign.(b)A new technological breakthrough in automation makes it possible to reduce Labor costs by 10%(c)The government decreases personal income tax by 4%.(d) Gasoline's price increased by 8%.6. Using the demand figures in Table in the case study, calculate the price elasticity of demand for a bicycle if the price falls from f2100 to E2000.7.Making reference to the effect on the total revue as a result of the change in price, In question 6, explain the concept of ' price elasticity of demand'.。

Contents1.0Introduction------——-——--—--——-—-—----—-——-—-———--——-—p32.0Body-------————--—-————--—————--——----—--——--—-——-----—p32.1MarketFailure--—--——-—--——-—---———------—----—---—p32.2PublicGoods-—---—-————-—-—-—---——-——————---——————-p32.3MeritGoods--—---——-——----————-------——-—---—-----—p32.4Externalities———----—-———-—----------———---—-———--—- p32.5ImperfectCompetion-——---——-—--——-—-——----———--—p42。

6 Climatepolicy---————————-—---—-———----—-—--—------——-p52.6。

1Climate plan--———-—-—-——--------—-----------————p5 2。

6。

2Instruments———---------——-—-—————-——-——----—-———p52.6.3Result—-——-———-—-———--——----——--—---——----—————-—-p5 3。

0Conclusion--—-—————------—--——-—---—-————-—-——----——--————p64。

0Reference—————-———————-———-——--————-----——-——-—————-——-—-——p6 5。

0Appendix—----——-——--—-—-————-—-—--—-——-———----—-—-—----——p71。