I. The Mean and the Variance II. Uncertainty and Consumer Behavior III. Uncertainty and the Firm IV. Uncertainty and the Market V. Auctions

营销组合理论的发展 4C……顾客、成本、便利和沟通 顾客（Consumer）是指顾客的需求及其需求的变化。 成本（Cost）是消费者获得满足的成本，而不仅仅是厂商的生产成本，也就是说充分 考虑到顾客消费此项产品或服务所愿意花费的成本

Indifference Curves for a Pair of Goods

2. Choice and Utility Functions a. Choice in Consumer Demand Theory and Walrasian Demand b. Properties of demand from continuity and properties from WARP . Representing Preferences with a Utility Function d. Demand as Derived from Utility Maximization e. Application: Fertility

2.1 Introduction: the role of packaging in the food chain Packaging has a significant role in the food supply chain and it is an integral part both of the food processes and the whole food supply chain. Food packaging has to perform several tasks as well as fulfilling many demands and requirements. Traditionally, a food package makes distribution easier. It has protected food from environmental conditions, such as light, oxygen, moisture, microbes, mechanical stresses and dust. Other basic tasks have been to ensure adequate labelling for providing information e.g., to the customer, and a proper convenience to the consumer, e.g., easy opening, reclosable lids and a suitable dosing mechanism. Basic requirements are good marketing properties

Package design has great significance for the success of foodstuffs nowadays. Packages are clearly an integral part of the manufacturing and distribution processes. As clothes speak for their wearers, so too packages speak for the packed food product. Packages are developed not only to make weekdays easier for the consumer, but also to make times of celebration more festive. Many food products would not be in shops and on dining tables, if they had not been packed. Nowadays packages face difficult challenges and roles. They have to create the ambience that hitherto was forged by personal service. Packages replace the salesman

During recent years there has been an explosive growth in the market for fresh prepared fruit and vegetable (i.e. produceproducts. The main driving force for this market growth is the increasing consumer demand for fresh, healthy, convenient and additive-free prepared product items. However, fresh prepared produce items are highly perishable and prone to the major spoilage mechanisms of enzymic discoloration, moisture loss and microbial growth. Good manufacturing and handling practices along with the appropriate use of modified atmosphere packaging(mp)are relatively effective at inhibiting

Managing innovation is a necessary skill for senior management of all food companies producing new raw materials, new ingredients or new consumer products. Company growth and even survival depends on the introduction of successful new products into old and new markets. The dividing line between product success and failure depends on many factors, but the most important are new product qualities, skills and resources of the company, market and marketing proficiency, and an organised product development process

The four basic stages in the PD Process are the same for all food product development, but there are significant differences in the activities, techniques and timings for new product development in the primary production, industrial food processing, and food manufacturing industries Primary production's product development is based on either a breeding process from cultivated varieties or capturing a new species from the wild. The development of new plants, animals and fish takes a great deal of time and depends on times of growing and harvesting There can be a general product concept based on perceived consumer or industrial wants and needs

一、消费者行为的经济理论 二、经济理论并未深入分析消费者个人的、社会的和心理的特点与购买行为之间的联系 三、可在营销学中寻找这个问题。 四、经济理论是对\理性选择行为以及理性行为含义的抽象的和逻辑分析