26.1 Introduction: new packaging techniques and the consumer New packaging techniques promise consumers safe food products that keep their high quality throughout shelf-life. The improved quality has been achieved by applying tailored technological solutions that require highly specialised knowl- edge. From consumers'point of view these new techniques require explanations if food can keep fresh for an unexpected and thereby unnaturally long time

5. Aggregating Consumers Consumer Heterogeneity and a Discrete good b. The Properties of Aggregate Demand The Existence of a representative Consumer d. Externalities e. The Social Multiplier

Where are We in the Course? We are working on the 1st of the 3 components of microeconomics: Consumer behavior, production theory, and market. There are three elements of consumer behavior: budget constraint, preference, and choices

Where Are We in the Course? We are studying the 1st of the three blocks of microeconomics: Consumer behavior, production theory, and market equilibrium Within the 1st block, we are working on the 2nd of the three components: choice set, preference, and consumer demand

– Consumer’s surplus – Aggregation – Representation consumer

– Consumer’s surplus – Aggregation – Representation consumer

Chapter one Introduction: 1.1 Defining Microeconomics 1.2 Economic Theories and Models（经济理论与模型） 1.3 The Mathematics of Optimization（数学最优化） 1.4 Demand-Supply Model Chapter 2 Consumer Behavior and Demand Theory 2.1 Preference and Utility 2.2 Utility Maximization and Choice 2.3 Income and Substitution Effects 2.4 Market Demand and Elasticity

• Consumer Dealer • Rights Interests • Goods Services • Security Information • Dispute Compensation • Association Supervision

Overview of Beverage industry and Nonalcohol business trend in the world Overview of Beverage industry and Non￾alcohol business trend in the China Introduction of Master Kong Competitors Master Kong’s Business model Brand and product What are the values Master Kong created for consumers? What makes Master Kong’s consumer happy and loyal Consumer market SWOT analysis Challenges in China Next Step in China

▪ Overview of Beverage industry and Non-alcohol business trend in the world and in China ▪ Coca Cola business model and brands and products ▪ The consumer value Coca Cola created and What can Coca Cola do to make clients happy and loyal ▪ Consumer market analysis of Coca Cola ▪ SWOT and Competitor analysis in China ▪ How to face the challenges in China