Marketing and Economics by Merlin Stone (auth.)

By Merlin Stone (auth.)

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Satisficing (the adoption of target levels of performance such that performance beyond these levels is not particularly sought) does not provide management with a very firm guide to action. Consider the difference between the profit maximiser and the satisficer. The economic caricature of the profit maximiser is that of a manager hungry for limitless amounts of profit. He sees an opportunity for profit and seizes it, but makes sure that the move will not detract from his long-run net profits (as calculated on a discounted cash flow basis) and takes into account the true opportunity cost of every resource used in exploiting the opportunity (and hence the extent to which the opportunity precludes other more profitable opportunities).

For manufacturers of consumer goods or of inputs into their production, consumer demand is the main item of interest. For capital equipment manufacturers, public and private (non-household) capital formation are the most important items. Construction industries may be more interested in household capital formation (mostly demand for new houses) and public capital formation (which contains a major element of public construction projects). Because forecasts of these components of demand are often the basic input into marketing planning information systems, it is important to understand the analysis that lies behind the forecasts.

The Swiss franc and the Japanese yen. As long as this continues. a fall in the dollar relative to these currencies is to be expected. because the process is a result of an increased willingness to hold these currencies and a reduced willingness to hold the dollar. Once the process is over. parities will reflect other trade. capital and price movements. However. the process brings about the need for readjustment in the respective economies. For example, the US will not be able to continue to supply the expanding demand for international liquidity by running a deficit on current or capital account.

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