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1
 CHAPTER 1: Introduction

 Body of Knowledge
 Problem Solving and Decision Making
 Quantitative Analysis and Decision Making
 Quantitative Analysis
 Models of Cost, Revenue, and Profit
 Quantitative Methods in Practice

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 Body of Knowledge

 The body of knowledge involving quantitative

approaches to decision making is referred to as
• Management Science
• Operations Research
• Decision Science
 It had its early roots in World War II and is flourishing
in business and industry due, in part, to:
• numerous methodological developments (e.g.
simplex method for solving linear programming
problems)
• a virtual explosion in computing power

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 Problem Solving

 7 Steps of Problem Solving

(First 5 steps are the process of decision making)
1. Define the problem.
2. Determine the set of alternative solutions.
3. Determine the criteria for evaluating alternatives.
4. Evaluate the alternatives.
5. Choose an alternative (make a decision).
---------------------------------------------------------------------
6. Implement the selected alternative.
7. Evaluate the results.

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 Quantitative Analysis and Decision Making

 Decision-Making Process

Structuring the Problem Analyzing the Problem

Define Identify Determine Identify Choose

the the the the an
Problem Alternatives Criteria Alternatives Alternative

• Problems in which the objective is to find the best solution

with respect to one criterion are referred to as single-
criterion decision problems.
• Problems that involve more than one criterion are referred
to as multicriteria decision problems.

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 Quantitative Analysis and Decision Making

 Analysis Phase of Decision-Making Process

Qualitative Analysis
• based largely on the manager’s judgment and
experience
• includes the manager’s intuitive “feel” for the
problem
• is more of an art than a science

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 Quantitative Analysis and Decision Making

 Analysis Phase of Decision-Making Process

Quantitative Analysis
• analyst will concentrate on the quantitative facts
or data associated with the problem
• analyst will develop mathematical expressions
that describe the objectives, constraints, and
other relationships that exist in the problem
• analyst will use one or more quantitative
methods to make a recommendation

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 Quantitative Analysis and Decision Making

 Potential Reasons for a Quantitative Analysis

Approach to Decision Making
• The problem is complex.
• The problem is very important.
• The problem is new.
• The problem is repetitive.

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 Quantitative Analysis and Decision Making

 Quantitative Analysis Process

• Model Development
• Data Preparation
• Model Solution
• Report Generation

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 Model Development

 Models are representations of real objects or situations

 Three forms of models are:
• Iconic models - physical replicas (scalar
representations) of real objects
• Analog models - physical in form, but do not
physically resemble the object being modeled
• Mathematical models - represent real world
problems through a system of mathematical
formulas and expressions based on key
assumptions, estimates, or statistical analyses

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 Model Development

 Generally, experimenting with models (compared to

experimenting with the real situation):
• requires less time
• is less expensive
• involves less risk
 The more closely the model represents the real
situation, the accurate the conclusions and predictions
will be.

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 Mathematical Models

 Objective Function – a mathematical expression that

describes the problem’s objective, such as maximizing
profit or minimizing cost
• Consider a simple production problem. Suppose x
denotes the number of units produced and sold
each week, and the firm’s objective is to maximize
total weekly profit. With a profit of $10 per unit, the
objective function is 10x.

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 Mathematical Models

 Constraints – a set of restrictions or limitations, such as

production capacities
 To continue our example, a production capacity
constraint would be necessary if, for instance, 5
hours are required to produce each unit and only 40
hours are available per week. The production
capacity constraint is given by 5x < 40.
 The value of 5x is the total time required to produce
x units; the symbol indicates that the production
time required must be less than or equal to the 40
hours available.

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 Mathematical Models

 Uncontrollable Inputs – environmental factors that are

not under the control of the decision maker
 In the preceding mathematical model, the profit per
unit ($10), the production time per unit (5 hours), and
the production capacity (40 hours) are environmental
factors not under the control of the manager or
decision maker.

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 Mathematical Models

 Decision Variables – controllable inputs; decision

alternatives specified by the decision maker, such as
the number of units of a product to produce.
 In the preceding mathematical model, the
production quantity x is the controllable input to the
model.

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 Mathematical Models

 A complete mathematical model for our simple production

problem is:

Maximize 10x (objective function)

subject to: 5x < 40 (constraint)
x>0 (constraint)

[The second constraint reflects the fact that it is not

possible to manufacture a negative number of units.]

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 Mathematical Models

 Deterministic Model – if all uncontrollable inputs to the

model are known and cannot vary
 Stochastic (or Probabilistic) Model – if any
uncontrollable are uncertain and subject to variation
 Stochastic models are often more difficult to analyze.
 In our simple production example, if the number of
hours of production time per unit could vary from 3
to 6 hours depending on the quality of the raw
material, the model would be stochastic.

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 Mathematical Models

 Cost/benefit considerations must be made in

selecting an appropriate mathematical model.
 Frequently a less complicated (and perhaps less
precise) model is more appropriate than a more
complex and accurate one, due to cost and ease of
solution considerations.

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 Mathematical Models

Uncontrollable Inputs
(Environmental Factors)

Controllable
Output
Inputs Mathematical
(Projected
(Decision Model
Results)
Variables)

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19
 Mathematical Models

 Data preparation is not a trivial step, due to the time

required and the possibility of data collection errors.
 A model with 50 decision variables and 25 constraints
could have over 1300 data elements!
 Often, a fairly large data base is needed.
 Information systems specialists might be needed.

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20
 Model Solution

 The analyst attempts to identify the alternative (the set

of decision variable values) that provides the “best”
output for the model.
 The “best” output is the optimal solution.
 If the alternative does not satisfy all of the model
constraints, it is rejected as being infeasible,
regardless of the objective function value.
 If the alternative satisfies all of the model constraints,
it is feasible and a candidate for the “best” solution.

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 Model Solution

 Trial-and-Error Solution for Production Problem

Production Projected Total Hours Feasible
Quantity Profit of Production Solution
0 0 0 Yes
2 20 10 Yes
4 40 20 Yes
6 60 30 Yes
8 80 40 Yes
10 100 50 No
12 120 60 No

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 Model Solution

 A variety of software packages are available for

solving mathematical models.
• Microsoft Excel
• LINGO (a mathematical modeling language
designed for formulating and solving optimization
problems, including linear, integer, and nonlinear
programming problems)

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 Model Testing and Validation

 Often, goodness/accuracy of a model cannot be

assessed until solutions are generated.
 Small test problems having known, or at least
expected, solutions can be used for model testing and
validation.
 If the model generates expected solutions, use the
model on the full-scale problem.
 If inaccuracies or potential shortcomings inherent in
the model are identified, take corrective action such
as:
• Collection of more-accurate input data
• Modification of the model

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24
 Report Generation

 A managerial report, based on the results of the

model, should be prepared.
 The report should be easily understood by the
decision maker.
 The report should include:
• the recommended decision
• other pertinent information about the results (for
example, how sensitive the model solution is to
the assumptions and data used in the model)

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 Example: Iron Works, Inc.

Iron Works, Inc. manufactures two products made

from steel and just received this month's allocation of b
pounds of steel. It takes a1 pounds of steel to make a
unit of product 1 and a2 pounds of steel to make a unit of
product 2.
Let x1 and x2 denote this month's production level of
product 1 and product 2, respectively. Denote by p1 and
p2 the unit profits for products 1 and 2, respectively.
Iron Works has a contract calling for at least m units of
product 1 this month. The firm's facilities are such that
at most u units of product 2 may be produced monthly.

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 Example: Iron Works, Inc.

 Mathematical Model
• The total monthly profit =
(profit per unit of product 1)
x (monthly production of product 1)
+ (profit per unit of product 2)
x (monthly production of product 2)
= p1x1 + p2x2
We want to maximize total monthly profit:
Max p1x1 + p2x2

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 Example: Iron Works, Inc.

 Mathematical Model (continued)

• The total amount of steel used during monthly
production equals:
(steel required per unit of product 1)
x (monthly production of product 1)
+ (steel required per unit of product 2)
x (monthly production of product 2)
= a1x1 + a2x2
This quantity must be less than or equal to the
allocated b pounds of steel:
a1x1 + a2x2 < b

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 Example: Iron Works, Inc.

 Mathematical Model (continued)

• The monthly production level of product 1 must be
greater than or equal to m :
x1 > m
• The monthly production level of product 2 must be
less than or equal to u :
x2 < u
• However, the production level for product 2 cannot
be negative:
x2 > 0

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 Example: Iron Works, Inc.

 Mathematical Model Summary

Max p1x1 + p2x2 Objective Function
“Subject to” s.t. a1x1 + a2x2 < b
x1 > m
Constraints
x2 < u
x2 > 0

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 Example: Iron Works, Inc.

 Question

Suppose b = 2000, a1 = 2, a2 = 3, m = 60, u = 720,

p1 = 100, p2 = 200.

Rewrite the model with these specific values for the

uncontrollable inputs.

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 Example: Iron Works, Inc.

 Answer
Substituting, the model is:

Max 100x1 + 200x2

s.t. 2x1 + 3x2 < 2000
x1 > 60
x2 < 720
x2 > 0

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 Example: Iron Works, Inc.

 Question
The optimal solution to the current model is x1 = 60
and x2 = 626 2/3. If the product were engines, explain
why this is not a true optimal solution for the "real-life"
problem.
 Answer
One cannot produce and sell 2/3 of an engine.
Thus the problem is further restricted by the fact that
both x1 and x2 must be integers. (They could remain
fractions if it is assumed these fractions are work in
progress to be completed the next month.)

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 Example: Iron Works, Inc.

Uncontrollable Inputs
$100 profit per unit Prod. 1
$200 profit per unit Prod. 2
2 lbs. steel per unit Prod. 1
3 lbs. Steel per unit Prod. 2
2000 lbs. steel allocated
60 units minimum Prod. 1
720 units maximum Prod. 2
0 units minimum Prod. 2
Max 100(60) + 200(626.67)
60 units Prod. 1 s.t. 2(60) + 3(626.67) < 2000 Profit = $131,333.33
626.67 units Prod. 2 60 > 60 Steel Used = 2000
Controllable Inputs 626.67 < 720 Output
626.67 > 0
Mathematical Model

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34
 Example: Ponderosa Development Corp.

Ponderosa Development Corporation (PDC) is

a small real estate developer that builds only one style
house. The selling price of the house is $115,000.
Land for each house costs $55,000 and lumber,
supplies, and other materials run another $28,000 per
house. Total labor costs are approximately $20,000
per house.

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35
 Example: Ponderosa Development Corp.

Ponderosa leases office space for $2,000 per

month. The cost of supplies, utilities, and leased
equipment runs another $3,000 per month.
The one salesperson of PDC is paid a commission
of $2,000 on the sale of each house. PDC has seven
permanent office employees whose monthly salaries
are given on the next slide.

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36
 Example: Ponderosa Development Corp.

Employee Monthly Salary

President $10,000
VP, Development 6,000
VP, Marketing 4,500
Project Manager 5,500
Controller 4,000
Office Manager 3,000
Receptionist 2,000

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37
 Example: Ponderosa Development Corp.

Question
Identify all costs and denote the marginal cost and
marginal revenue for each house.
Answer
The monthly salaries total $35,000 and monthly
office lease and supply costs total another $5,000.
This $40,000 is a monthly fixed cost.
The total cost of land, material, labor, and sales
commission per house, $105,000, is the marginal
cost for a house.
The selling price of $115,000 is the marginal
revenue per house.

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38
 Example: Ponderosa Development Corp.

Question
Write the monthly cost function c (x), revenue
function r (x), and profit function p (x).
Answer
c (x) = variable cost + fixed cost = 105,000x + 40,000
r (x) = 115,000x
p (x) = r (x) - c (x) = 10,000x - 40,000

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39
 Example: Ponderosa Development Corp.

Question
What is the breakeven point for monthly sales
of the houses?
Answer
r (x ) = c (x )
115,000x = 105,000x + 40,000
Solving, x = 4.

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40
 Example: Ponderosa Development Corp.

Question
What is the monthly profit if 12 houses per month are
built and sold?

Answer
p (12) = 10,000(12) - 40,000 = $80,000 monthly profit

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41
 Example: Ponderosa Development Corp.

1200 Total Revenue =

115,000x
Thousands of Dollars

1000
800
600
Total Cost =
400
40,000 + 105,000x
200
Break-Even Point = 4 Houses
0
0 1 2 3 4 5 6 7 8 9 10
Number of Houses Sold (x)

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42
 Using Excel for Breakeven Analysis

 A spreadsheet software package such as Microsoft

Excel can be used to perform a quantitative analysis
of Ponderosa Development Corporation.
 We will enter the problem data in the top portion of the
spreadsheet.
 The bottom of the spreadsheet will be used for model
development.

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43
 Example: Ponderosa Development Corp.

Formula Spreadsheet
A B
1 PROBLEM DATA
2 Fixed Cost $40,000
3 Variable Cost Per Unit $105,000
4 Selling Price Per Unit $115,000
5 MODEL
6 Sales Volume
7 Total Revenue =B4*B6
8 Total Cost =B2+B3*B6
9 Total Profit (Loss) =B7-B8

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44
 Example: Ponderosa Development Corp.

Question
What is the monthly profit if 12 houses are built
and sold per month?

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45
 Example: Ponderosa Development Corp.

Spreadsheet Solution
A B
1 PROBLEM DATA
2 Fixed Cost $40,000
3 Variable Cost Per Unit $105,000
4 Selling Price Per Unit $115,000
5 MODEL
6 Sales Volume 12
7 Total Revenue $1,380,000
8 Total Cost $1,300,000
9 Total Profit (Loss) $80,000

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46
 Example: Ponderosa Development Corp.

Question
What is the breakeven point for monthly sales
of the houses?
Spreadsheet Solution:
• One way to determine the break-even point using a
spreadsheet is to use the Goal Seek tool.
• Microsoft Excel ‘s Goal Seek tool allows the user to
determine the value for an input cell that will cause
the output cell to equal some specified value.
• In our case, the goal is to set Total Profit to zero by
seeking an appropriate value for Sales Volume.

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47
 Example: Ponderosa Development Corp.

 Spreadsheet Solution: Goal Seek Approach

Using Excel ’s Goal Seek Tool
Step 1: Select Data on menu
Step 2: Choose What-If Analysis in Data Tools
submenu
Step 3: Choose the Goal Seek option
Step 4: When the Goal Seek dialog box appears:
Enter B9 in the Set cell box
Enter 0 in the To value box
Enter B6 in the By changing cell box
Click OK

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48
 Example: Ponderosa Development Corp.

 Spreadsheet Solution: Goal Seek Approach

Completed Goal Seek Dialog Box

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49
 Example: Ponderosa Development Corp.

Spreadsheet Solution: Goal Seek Approach

A B
1 PROBLEM DATA
2 Fixed Cost $40,000
3 Variable Cost Per Unit $105,000
4 Selling Price Per Unit $115,000
5 MODEL
6 Sales Volume 4
7 Total Revenue $460,000
8 Total Cost $460,000
9 Total Profit (Loss) $0

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50
 Management Science Techniques

 Linear Programming  Simulation

 Integer Linear  Decision Analysis
Programming  Goal Programming
 Nonlinear Programming  Analytic Hierarchy Process
 PERT/CPM  Forecasting
 Inventory Models  Markov-Process Models
 Waiting Line Models  Distribution/Network Models

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51
 Management Science Techniques

 Linear programming is a problem-solving approach

developed for situations involving maximizing or
minimizing a linear function subject to linear
constraints that limit the degree to which the objective
can be pursued.
 Integer linear programming is an approach used for
problems that can be set up as linear programs with
the additional requirement that some or all of the
decision recommendations be integer values.
 Network models are specialized solution procedures
for problems in transportation system design,
information system design, project scheduling, …..

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52
 Management Science Techniques

 Project scheduling: PERT (Program Evaluation and

Review Technique) and CPM (Critical Path Method)
help managers responsible for planning, scheduling,
and controlling projects that consist of numerous
separate jobs or tasks performed by a variety of
departments, individuals, and so forth.
 Inventory models are used by managers faced with
the dual problems of maintaining sufficient inventories
to meet demand for goods and, at the same time,
incurring the lowest possible inventory holding costs.

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 Management Science Techniques

 Waiting line (or queuing) models help managers

understand and make better decisions concerning the
operation of systems involving waiting lines.
 Simulation is a technique used to model the operation
of a system. This technique employs a computer
program to model the operation and perform
simulation computations.
 Decision analysis can be used to determine optimal
strategies in situations involving several decision
alternatives and an uncertain pattern of future events.
 Forecasting methods are techniques that can be used
to predict future aspects of a business operation.

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 Management Science Techniques

 Goal programming is a technique for solving multi-

criteria decision problems, usually within the
framework of linear programming.
 Analytic hierarchy process is a multi-criteria decision-
making technique that permits the inclusion of
subjective factors in arriving at a recommended
decision.
 Markov-process models are useful in studying the
evolution of certain systems over repeated trials (such
as describing the probability that a machine,
functioning in one period, will function or break down
in another period).

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 Methods Used Most Frequently

 Linear programming
 Integer programming
 Network models (such as transportation and
transshipment models)
 Simulation

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 Exercises

 1. Suppose you are going on a weekend trip to a city

that is d miles away. Develop a model that determines
your round-trip gasoline costs. What assumptions or
approximations are necessary to treat this model as a
deterministic model? Are these assumptions or
approximations acceptable to you?

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57
 Exercises
 2. The O’Neill Shoe Manufacturing Company will produce a
special-style shoe if the order size is large enough to provide a
reasonable profit. For each special-style order, the company
incurs a fixed cost of $1000 for the production setup. The
variable cost is $30 perpair, and each pair sells for $40.
 a. Let x indicate the number of pairs of shoes produced.
Develop a mathematical model
 for the total cost of producing x pairs of shoes.
 b. Let P indicate the total profit. Develop a mathematical model
for the total profit realized
 from an order for x pairs of shoes.
 c. How large must the shoe order be before O’Neill will break
even?
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58
 Exercises
 2. The O’Neill Shoe Manufacturing Company will produce a
special-style shoe if the order size is large enough to provide a
reasonable profit. For each special-style order, the company
incurs a fixed cost of $1000 for the production setup. The
variable cost is $30 perpair, and each pair sells for $40.
 a. Let x indicate the number of pairs of shoes produced.
Develop a mathematical model for the total cost of producing x
pairs of shoes.
 b. Let P indicate the total profit. Develop a mathematical model
for the total profit realized from an order for x pairs of shoes.
 c. How large must the shoe order be before O’Neill will break
even?

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59
 Exercises
 3. Eastman Publishing Company is considering publishing a paperback
textbook on spreadsheet applications for business. The fixed cost of
manuscript preparation, textbook design, and production setup is estimated
to be $80,000. Variable production and material costs are estimated to be
$3 per book. Demand over the life of the book is estimated to be 4000
copies. The publisher plans to sell the text to college and university
bookstores for $20 each.
 a. What is the breakeven point?
 b. What profit or loss can be anticipated with a demand of 4000 copies?
 c. With a demand of 4000 copies, what is the minimum price per copy that
the publisher must charge to break even?
 d. If the publisher believes that the price per copy could be increased to
$25.95 and not affect the anticipated demand of 4000 copies, what action
would you recommend? What profit or loss can be anticipated?

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 Exercises
 4. Micromedia offers computer training seminars on a variety of topics. In
the seminars each student works at a personal computer, practicing the
particular activity that the instructor is presenting. Micromedia is currently
planning a two-day seminar on the use of Microsoft Excel in statistical
analysis. The projected fee for the seminar is $300 per student. The cost for
the conference room, instructor compensation, lab assistants, and
promotion is $4800. Micromedia rents computers for its seminars at a cost
of $30 per computer per day.
 a. Develop a model for the total cost to put on the seminar. Let x represent
the number of students who enroll in the seminar.
 b. Develop a model for the total profit if x students enroll in the seminar.
 c. Micromedia has forecasted an enrollment of 30 students for the seminar.
How much profit will be earned if their forecast is accurate?
 d. Compute the breakeven point.

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 Exercises
 5. Preliminary plans are under way for the construction of a new stadium for
a major league baseball team. City officials have questioned the number
and profitability of the luxury corporate boxes planned for the upper deck of
the stadium. Corporations and selected individuals may buy the boxes for
$100,000 each. The fixed construction cost for the upperdeck area is
estimated to be $1,500,000, with a variable cost of $50,000 for each box
constructed.
 a. What is the breakeven point for the number of luxury boxes in the new
stadium?
 b. Preliminary drawings for the stadium show that space is available for the
construction of up to 50 luxury boxes. Promoters indicate that buyers are
available and that all 50 could be sold if constructed. What is you
recommendation concerning the construction of luxury boxes? What profit
is anticipated?

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  6.

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 End of Chapter 1

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in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.
64