1. Choice in a World of Scarcity
Microeconomics
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What is Marketing?
Principles of Marketing

2. Budget Constraint
A budget constraint refers to all possible combinations of goods that someone can afford, given the prices of goods, when all income (or time) is spent
Ten Dollars. Authored by: Richard Grandmorin. Located at:  BY: Attribution

3. Sunk Costs
Sunk costs—costs incurred in the past that can’t be recovered— should not affect the current decision
The Hermitage Bridge. Authored by: Cat Burton. Located at:  BY-NC-ND: Attribution-NonCommercial-NoDerivatives

4. Calculating Opportunity Cost
The equation for any budget constraint is the following:
Budget =P1×Q1+P2×Q2+⋯+Pn×Qn
Apply the budget constraint equation to the scenario.
Simplify the equation.
Use the equation
Graph the results

5. Graphs of Budget Constraints
The slope of the line is negative. The only way to get more of one good is to give up some of the other
The slope of a budget constraint always shows the opportunity cost of the good that is on the horizontal axis
Principles of Microeconomics Chapter 2.1. Authored by: OpenStax College. Provided by: Rice University. Located BY: Attribution. License Terms: Download for free at

6. The Production Possibilities Frontier
The production possibilities frontier (PPF) is an economic model that shows the possible combinations of two products or services that could potentially be produced by a society Because society has limited resources (e.g., labor, land, capital, and raw materials) at any given moment, there’s a limit to the quantities of goods and services it can produce
Principles of Microeconomics Chapter 2.2. Authored by: OpenStax College. Provided by: Rice University. Located BY: Attribution

7. PPF vs. Budget Constraint Model
A budget constraint model shows the purchase choices that an individual or society can make given a specific budget and specific purchase prices. The production possibilities frontier shows the possible combinations of two products or services that could potentially be produced by a society. Budgets and prices are more precise. If you think about it, a society’s “possibilities of production” are vastly more complicated and have a great degree of variability. For this reason, a PPF is not as precise

8. Why does the PPF have a different shape?
The curve of the production possibilities frontier shows that as additional resources are added to education, moving from left to right along the horizontal axis, the initial gains are fairly large, but those gains gradually diminish The law of diminishing returns asserts that as additional increments of resources are devoted to a certain purpose, the marginal benefit from those additional increments will decline

9. Productive Efficiency
Productive efficiency means that, given the available inputs and technology, it’s impossible to produce more of one good without decreasing the quantity of another good that’s produced
If a society is producing a combination of goods that falls along the PPF, it is achieving productive efficiency
Principles of Microeconomics Chapter 2.2. Authored by: OpenStax College. Provided by: Rice University. Located BY: Attribution. License Terms: Download for free at

10. Allocative Efficiency
Allocative efficiency means that producers supply the quantity of each product that consumers demand. Only one of the productively efficient choices will be the allocative efficient choice for society as a whole. 
Principles of Microeconomics Chapter 2.2. Authored by: OpenStax College. Provided by: Rice University. Located BY: Attribution. License Terms: Download for free at

11. Comparative Advantage
When a country can produce a good at a lower opportunity cost than another country, we say that this country has a comparative advantage in that good
Principles of Microeconomics Chapter 2.2. Authored by: OpenStax College. Provided by: Rice University. Located BY: Attribution. License Terms: Download for free at

12. Trade Allows Countries to Benefit from Comparative Advantage
When countries engage in trade, they specialize in the production of the goods in which they have comparative advantage and trade part of that production for goods in which they don’t have comparative advantage in. With trade, goods are produced where the opportunity cost is lowest, so total production increases, benefiting both trading parties.

13. Assumption of Rationality
Economists assume that people will make choices in their own self- interest. They will choose those things that provide the greatest personal benefit, and they’ll avoid or forego those that aren’t as personally valuable and compelling
Thinker. Authored by: Fredrik Rubensson. Located at:  BY-SA: Attribution-ShareAlike

14. Consumer and Business Behavior
Consumers maximize benefit (happiness) and minimize costs
Businesses maximize profits
231. Authored by: Jeff. Located at:  BY-SA: Attribution-ShareAlike

15. How do you decide on a choice?
The answer is that you compare, to the best of your ability, the marginal benefits with the marginal costs. This is called marginal analysis. An economically rational decision is one in which the marginal benefits of a choice are greater than the marginal costs of the choice.
Revision and adaptation. Authored by: Steven Greenlaw and Lumen Learning. License: CC BY: Attribution

16. Marginal Benefit
Marginal benefit is the difference (or change) in what you receive from a different choice. From a consumer’s point of view, marginal benefit is the additional satisfaction of one more item purchased. From a business’ point of view, marginal benefit is the additional revenues received from selling one more item

17. Marginal Benefit
Marginal benefit is the difference (or change) in what you receive from a different choice. From a consumer’s point of view, marginal benefit is the additional satisfaction of one more item purchased. From a business’ point of view, marginal benefit is the additional revenues received from selling one more item

18. Positive vs. Normative Statements
Positive statements are objective and testable
hypothesis
statement of fact
Normative statements are subjective and make a value judgement
Good economists are careful to differentiate between the two
Rain Room, MoMA. Authored by: Garrett Ziegler. Located at:  BY-NC-ND: Attribution-NonCommercial-NoDerivatives

19. Practice Question Is each statement positive or normative?
We should do more to help the environment.
Carbon is released into the atmosphere when fossil fuels are burned.
We predict that an increase of 5% gasoline price will cause a 10% reduction in fuel use.
Normative
Positive

20. Quick Review What are the cost of choices and trade-offs?
How do economists use the production possibilities frontier to illustrate society’s trade-offs?
What is the assumption of economic rationality by individuals and firms?
What is marginal analysis?
What is the difference between positive and normative statements?