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

《市场营销学》课程PPT教学课件（双语）Chapter 04 Consumer Markets and Consumer Buying Behavior

《市场营销学》课程授课教案（双语）Chapter 5 Consumer Markets and Consumer Buyer Behavior

– 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