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Opal Ruiz
Managerial Economics
Description
1. Define scarcity and opportunity cost. What role do these two concepts play in the making
of a management decision?
Scarcity can be defined as a condition that exist in which there are limited resources relative to
the demand for such resources (Keat, Young, & Erfle, 2013). Scarcity exist as the quantity
demanded for such resources greatly exceed the quantify suppled hence the needs and wants of the
population are not satisfied (Keat et al., 2013). While scarcity is in relation to the supply of
resources it is only makes logical sense concerning the demand for such resources (Keat et al.,
2013). On the other hand, opportunity cost can be defined as the subjective value that is given up
as the result of choosing to pursue one activity other the next best alternative activity (Keat et al.,
2013). Hence, in simpler terms, opportunity cost can be described as what is given up, to obtain
what is chosen. Both opportunity cost and scarcity play a fundamental tole in the managerial
decision-making process.
Scarcity plays an important role in management decision making as due to scarcity the more
that a manager or firm allocates to one resource, the less that will be able to be allocated to produce
another resource (Keat et al., 2013). In a similar manner, opportunity cost is an important concept
to management decision making as the opportunity cost of additional resources are the units of
other resources that a manager or firm must forgo in the resource allocation process (Keat et al.,
2013). The management decision concerning the allocation of resources amongst different business
areas involves a tradeoff between the respective areas (Keat et al., 2013). Also, in an environment
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where supply is limited relative to the demand managers must methodically determine how to
allocate the firms scare resources (Keat et al., 2013). Furthermore, opportunity cost must be taken
consideration in situations in which decisions are being made in conditions of scarcity (Keat et al.,
2013). As consequence, both scarcity and opportunity cost are important concepts which must be
2. Elaborate on the basic economic questions of what, how and for whom. Provide
specific examples of these questions with respect to the use of a Countrys scarce
resources.
There are three basic economic questions from the perspective of a company and the
perspective of a country (Keat et al., 2013). The basic economic questions from the
perspective of a company are as follows: 1) the product design 2) the hiring, staffing,
procurement, and capital budgeting decisions and 3) the market segmentation decision (Keat
et al., 2013). From the stand point of the firm these three basic economic questions form the
basis of the economic decisions for the firm (Keat et al., 2013). From the standpoint of the
firm question one is related to product decision as the company may decide to produce or
stop producing a particular product during a given time period (Keat et al., 2013). Question
two is concerning how goods and services should be produced and this is an essential
component of a managers job (Keat et al., 2013). The companys decision regarding
question three is not completely analogous from that of a country and is in relation to
segmenting the market that the company seeks to persue (Keat et al., 2013).
On the other hand, the three basic economic questions from the perspective of a country
are as follows: 1) what goods and services should be produced and in what quantities? 2)
how should these goods and services be produced and 3) for whom should these goods and
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services be produced for? (Keat et al., 2013). A Specific example of the what question with
respect to the use of a countrys scare resources is what should be produced as it relates to
should the country invest funds and resources into building a new school or building new
infrastructures such as roads or highways. From the perspective of the country, an example of
the how goods and services should be produced is should the new infrastructure be funded by
increasing taxes and tariffs or these goods/services be produced by funds within the existing
government budget. From the perspective of the country, an example of the for whom
question is should the school be built for primary, secondary, high school, or college
students.
3. Following are examples of typical economic decisions made by the managers of a firm.
A. Should the company make its own spare parts or buy them from an outside vendor? The
B. Should the company continue to service the equipment that it sells or ask customers to
what to produce.
C. Should the company expand its business to international markets or concentrate on the
domestic market? The latter is an example of the economic question of for whom to
produce.
D. Should the company replace its own communications network with a virtual private
network that is owned and operated by another company? The latter is example of the
E. Should the company buy or lease the fleet of trucks that it uses to transport its products to
4. Define the market process, the command process, and the traditional process. How does
each process deal with the basic questions of what, how and for whom?
Market process
The market process can be defined as the utilization of supply, demand, and material
incentives to answer the three basic economic questions of what, how, and for whom (Keat et al.,
2013). The market process deals with the what question as firms determine what goods are
services should be produced based on the demand by consumers in the market or industry (Keat et
al., 2013). The market process deals with the how question as firms must decide how best produce
goods and services and minimize production costs in order to maximize profits (Keat et al., 2013).
The market process deals with the for whom question as firms must determine which target
market or target group of consumers it will pursue to sell its goods and services to (Keat et al.,
2013).
Command process
The command process can be described as the utilization of some central authority or other
form of government to answer the three basic economic questions of what, how, and for whom
(Keat et al., 2013). It is important to note that the command process is also commonly referred to
as the political process (Keat et al., 2013). The command process deals with the what question as
the government plays a significant role in determining what goods should be produced and in what
quantities (Keat et al., 2013). The command process deals with the how question as goods and
services are produced according to government regulations which protect the health and wellbeing
of consumers (Keat et al., 2013). The command process deals with the for whom question as
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typically goods and services produces by governments are for the entire population rather than a
Traditional process
The traditional process can be described as the utilization of traditions and customs to answer
the three basic economic questions of what, how, and for whom (Keat et al., 2013). The traditional
process deals with the what question as the traditions, beliefs, norms and customs of a population
often determine what goods and services are produced (Keat et al., 2013). The traditional process
deals with the how question as the norms, traditions, and beliefs of population often determines
how goods and services are produced (Keat et al., 2013). The traditional process deals with the for
whom question as the traditions and customs of a population often dictates for whom such goods
and services are produced for such as a particular religion or ethic group.
5. Discuss the importance of the command process and the traditional process in the
The command process and the traditional process are important elements in managerial
decision making. The command process and the traditional process is important to the making of
management decisions as these respective processes shape the way is which a firm responds to
the three basic economic questions of what, how, and for whom (Keat et al., 2013). The
command process uses directives from government authorities to answer the three basic
economic questions (Keat et al., 2013). Hence, the command process which is also known as the
political process, impacts what a firm processes, how it processes, and for whom the firms good
or service is produced for (Keat et al., 2013). On the other hand, the traditional processes uses
the customs, norms, and traditions, of a population to answer the three basic economic questions
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of what, how, and for whom (Keat et al., 2013). Therefore, the traditional process also impacts
what the firm produces, how it produces its goods or services and for whom the firms goods and
services produced for (Keat et al., 2013). As a result, both the command and traditional
The command process does not actually mean that the government factually mandates the
production of certain goods or services over others, however, governments may utilize the
command process to stimulate incentives for the market process to allocate and distribute goods
and services in particular ways and this process is also known as indirect command (Keat et al.,
2013). Furthermore, the government can control the production and allocation of goods and
services via more direct mechanisms such as via laws that regulate both consumer and producer
behavior and well as other laws including tariffs and quotas (Keat et al., 2013). The traditional
process is important in the making of management decisions as the traditional process impacts
the patterns of work, social interaction and eating habits of consumers within a given country or
population (Keat et al., 2013). In addition, the traditional process plays an important role in the
impacts the hiring process, particularly based on familial relationships, and also impacts the
allocation of certain foods such as pork and beef (Keat et al., 2013). Therefore it is vital for
managers and firms to be aware of how the command process and the traditional process can
impact the firm hence these processes should guide the management decision making of the firm
6. Explain the differences between management skills and entrepreneurship. Discuss how
There are four traditional common categories for resources and these include land, labor, capital
and entrepreneurship (Keat et al., 2013). Although the resource category entrepreneurship is
broad-based and can include management, both management and entrepreneurship entail different
types of skills and characteristics (Keat et al., 2013). Entrepreneurship is typically concerned with
the ownership of the factors of production (Keat et al., 2013). Moreover, entrepreneurship also
implies a certain willingness of one to take on risks in the pursuit of goals such as starting a new
business, marketing a new product, or providing a different type of service (Keat et al., 2013).
economic success of a business as without entrepreneurship business would ease to exist. Therefore,
entrepreneurship is critical to the economic success of a business as without the ownership of the
factors of production there would be no foundation of purpose for the business or managers to exist.
on risks concerning starting a business or new product development often results in increase
are not categorized as a separate factor of production by early economist (Keat et al., 2013).
Management skills and entrepreneurship differ as management is concerned with the ability to
administer and organize various tasks in the pursuit of particular goals (Keat et al., 2013). An
essential component of a managers job is to guide and monitor employees within the organization
(Keat et al., 2013). It is the organizations management team that determines what is required and
what needs to be accomplished and management has its own tools, techniques, and skills (Drucker,
n.d.). Based upon the aforementioned information, management skills of a firms managers plays a
significant role in the economic success of a business. Without strong management skills a firm
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will be unable to successfully compete with its competitors in the industry. Management skills
contribute to the economic success of a business as it is the managers of a firm that actually manage
the factors of productive and the efficient use of the companys scare resources. Managers make
important decisions that increase the firms performance, market share and profitability. Moreover,
management skills contribute to the economic success of a firm as management is concerned with
allocating and organizing the use of the firm scare resources to obtain desired business objectives
Economics can be categorized into two separate categories which include macroeconomics
and microeconomics (Keat et al., 2013). Microeconomics is concerned with the analyzation of
with the analyzation of the aggregate economy on a whole (Keat et al., 2013). Microeconomic
topics include individual supply and demand in the market, the pricing of particular inputs and
outputs which are also called resources or factors of production (Keat et al., 2013). Additional
macroeconomic topics include the distribution of income and output within a population and cost
structures and production for individual goods and services (Keat et al., 2013). In contrast,
macroeconomic topics consist of the analyzation of gross domestic product which is also
commonly referred to as national income analysis (Keat et al., 2013). Further macroeconomic
concepts include inflation, unemployment, trade and financial relationships between countries, as
macroeconomics should still be taken into consideration as decisions by managers of firms are
influenced by their perception of the present and future conditions of the macroeconomic
environment (Keat et al., 2013). For example, it is important to take into consideration
macroeconomic activity as an event like a recession could have a profound negative impact on
the firm whereas a period of robust economic expansion could have a positive impact on the firm
how factors in the macroeconomic environment may impact the operation of the firm.
8. What do you think is the key to success in the soft drink industry? What chance do you
think Global Food has in succeeding in its new venture into the soft drink market?
Explain. (Answer these questions on the basis of the information provided in the chapter
and any other knowledge you might have about the food and beverage business.)
The key to success in the soft drink industry is product differentiation (Keat et al., 2013).
Product differentiation has been consistently highlighted in the situation of Global Foods Inc. in the
discussion as to whether or not the company should enter the soft drink business (Keat et al., 2013).
Bob Burns, CEO, of Global Foods Inc., mentioned that the company must diversity its business
very soon to maintain a steady growth of profits on the same level that has been achieved in previous
years (Keat et al., 2013). He also advised that the best way for this to be accomplished is by
producing and promoting a Global Foods Inc. branded soft drink which represents a significant
diversification (Keat et al., 2013). Additional important factors that are key to success in the soft
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drink industry include establishing brand recognition and brand loyalty (Keat et al., 2013).
Moreover, other factors which contribute to success in the soft drink industry include production,
cost, distribution, pricing, advertising, organizational structure, and financing (Keat et al., 2013).
Information concerning the probable success of Global Foods, Inc. operating in the soft drink
industry is based upon the economic analysis of the soft drink market which implies that the return
on investment will be greater than the potential risks (Keat et al., 2013). In addition, it also appears
that Global Foods, Inc, will most likely succeed as the company forecasts that even through the
market is quite mature, there is still room for growth and development in the soft drink business
(Keat et al., 2013). Moreover, it is likely that the company will have success in the soft drink
business as the company already has expertise and a presence in the food market which will carry
over to the soft drink market (Keat et al., 2013). Likewise, Global Foods Inc. staff members have
spent an extensive amount of hours researching and evaluating industry data and the findings of
which support the company earning an above average return on investment if the company were to
On the other hand, some of the information presented in the discussion concerning Global
Foods, Inc. entering the soft drink business appears to imply that the company may fail at
successfully operating in the soft drink market. One of the reasons given as to why Global Foods,
Inc., may fail at operating in the soft drink business is due the maturity of the market as well as the
dominance of industry giants Coke and Pepsi which are referred to as the red team and blue
team in the text (Keat et al., 2013). Additionally, it is mentioned that other companies have tried
to enter the market and have fail miserably due to the market power of the dominant companies
Pepsi and Coke (Keat et al., 2013). Also, the assumption of success in the soft drink market is based
on the forecast that the market will continue to grow at the current rate which is a risk as this growth
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is obviously not guaranteed (Keat et al., 2013). In addition, the current trend of Americans looking
for healthier drink options such as natural juices or bottled water may also impact Global Foods
Inc. success in the soft drink market (Keat et al., 2013). However, based on the information
presented in the text, it is mentioned that potential benefits of entering the soft drink market such
as the above average return on investment outweighs the potential risk and hence, Global Foods
Inc. should enter the soft drink business (Keat et al., 2013).
9. (Optional) Have you been personally involved in the making of a decision for a
business concerning what, how, or for whom? If so, explain your rationale for making
such decisions. Were these decisions guided by the market process, the command
I have never personally been involved in the making of a decision for a business concerning
what, how, and for whom. However, I can use the example of a past employer to answer the
three basic economic questions of what, how, and for whom. The company I will use as an
company. The question what as it relates to product decision was guided by both the command
and market processes. The product is a pension company which is needed/demand in the local
market by local companies and was also mandated by the National Pensions Law in 1998. The
question of how as it relates to hiring, staffing, procurement, and how the service would be
produced was also guided by the command and market processes. The command process is
relevant in answering the how question as the National Pensions Law has provisions and
regulations for how the pension fund/company will operate. The market process is also relevant
in answering the how question as the owners of capital (entrepreneurs) and managers of the
pension company make the hiring, staffing, and procurement decisions based on market
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conditions. The for whom question was largely answered by the command process as the
National Pension Law dictates that each employer must contribute 5% to each employee which is
also matched with a 5% contribution from the employee. The market process is also at work in
determining for whom as employers/companies only exist because there is a need in the
market for goods and services and employees/labor is required to make those goods and services
Reference
Keat, P. G., Young, P.K., & Erfle, S. E. (2013). Managerial economics: economic tools for
todays decision makers (7th ed.). Upper Saddle River, New Jersey: Pearson.