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Microeconomic Principles - Definitions and Examples

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I. DEFINITIONS

Net Profit Margin (NPM)
NPM of a firm is simply the percentage of net income (NI) from total operating revenue (TOR). This indicates, after subtracting tax, how much profit the firm has generated.
For example, if IKEA accumulates, over a single period, total sales revenue of $100M, but recapitalizes part of that income (about $50M), and needs to pay tax of 40% of the earnings, it will end up with a free cash flow of $30M. NPM is simply $30M / $100M x 100%, which equals 30%.

Capital
Capital includes any long term assets that are invested into an organization for it to be able to run its operations, whether providing goods or services.
For example, if there is a start-up pizza restaurant, it will require a capital investment, that is, the acquiring of assets such as the building where the pizza will be made and served, the equipment that will be used for the cooking of the pizza such as the oven, and any profit made that would be re-injected into the future development of the pizza restaurant.

Learning Curve
A learning curve in economics is a concept similar to that of marginal utility. It highlights how new economic notions are easily learned and applied, but the subsequent ideas are harder to achieve. Therefore, a graph that represents the progression of an idea will show a steep incline that decelerates into a plateau. This applies to both customer utility of a product and company skill development.
For example, when Apple first released its iOS7 software, it was highly feasible with a high percentage of users acquiring it. However subsequent updates of iOS7.01 and iOS7.02 it did not get as much attention, and further updates within version 7 (iOS7.03 and iOS7.04) took longer to produce by the developers, although they are relatively less tedious to accomplish.

Comparative Static Analysis
This is a study used mainly in

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