A UTH-WE ST MBA series N's CEN G SO ER GE in E conomics Managerial Economics A Problem Solving Approach SECOND EDITION LUKE M. FROEB Vanderbilt University BRIAN T. MC CANN Vanderbilt University Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Managerial Economics: A Problem Solving Approach, Second Edition Luke M. Froeb, Brian T. McCann Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Joe Sabatino Acquisitions Editor: Michael Worls Developmental Editor: Jean Buttrom Associate Marketing Manager: Betty Jung Content Project Manager: Lindsay Bethoney Media Editor: Deepak Kumar © 2010, 2008 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer & Sales Support, 1-800-354-9706 For permission to use material from this text or product, submit all requests online at www.cengage.com/permissions Further permissions questions can be emailed to
[email protected] Print Buyer: Sandee Milewski Production Service: Pre-Press PMG Library of Congress Control Number: 2009931116 Copyeditor: Nicole Schlutt ISBN-13: 978-1-439-07798-6 Compositor: Pre-Press PMG ISBN-10: 1-439-07798-3 Senior Art Director: Michelle Kunkler Internal Designer: Pre-Press PMG Cover Designer: Tin Box Studio Cover Image: Pawel Gaul/iStockphoto South-Western Cengage Learning 5191 Natorp Boulevard Mason, OH 45040 USA Photo Permissions Manager: Deanna Ettinger Text Permissions Manager: Roberta Broyer Cengage Learning products are represented in Canada by Nelson Education, Ltd. For your course and learning solutions, visit www.cengage.com Purchase any of our products at your local college store or at our preferred online store www.ichapters.com Printed in the United States of America 1 2 3 4 5 6 7 13 12 11 10 09 For Lisa, Halley, Jake, and Chris BRIEF CONTENTS Preface: Teaching Students to Solve Problems SECTION I SECTION II Problem Solving and Decision Making 1 1 2 3 4 5 SECTION IV SECTION V SECTION VI SECTION VII Introduction: What