What Is the Question of the Chapter? Suppose we observe a collection of a consumer’s choices, can we discover his/her preference? Is this possible at all? If so, under what conditions is this possible? (This is the reverse question of finding the optimal choice)

Monetary Measures of Gains-to￾Trade You can buy as much rice as you wish at RMB1 per kilogram once you enter the gasoline market. Q: What is the most you would pay to enter the market?

From Individual to Market Demand Functions Think of an economy containing n consumers, denoted by i = 1, … ,n. Consumer i’s ordinary demand function for commodity j is

What Are We Doing in this Chapter? We expand our basic consumer choice framework to include the possibility that consumers can sell something to generate income. Again, in terms of theoretical framework, nothing is new

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