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THE GENERAL THEORY: The common name for the book, The General Theory of Employment, Interest, and Money, by John Maynard Keynes. This work laid the theoretical foundations for the modern study of macroeconomics and the specific analysis that has come to be known as Keynesian economics. Published in 1936 during the depths of the Great Depression, The General Theory provided both a theoretical explanation for the cause of the depression and recommendations for policies to correct the problems. It was THE textbook for the serious study of macroeconomics for almost four decades.

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AVERAGE VARIABLE COST: Total variable cost per unit of output, found by dividing total variable cost by the quantity of output. Average variable cost, abbreviated AVC, decreases with additional production at relatively small quantities of output, then eventually increases with relatively larger quantities of output. This pattern is illustrated by a U-shaped average variable cost curve. The logic behind this decrease-increase U-shaped pattern can be found with a closer examination of the law of diminishing marginal returns, average product, and the average-marginal rule. You should also check out marginal cost.

     See also | total variable cost | short-run production | average variable cost curve | average product | quantity | technology | resource prices | average total cost | marginal cost | average fixed cost | law of diminishing marginal returns | average-marginal rule | U-shaped cost curves | increasing marginal returns | decreasing marginal returns |


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MARKET DEMAND

The combined demand of everyone willing and able to buy a good in a market. Market demand is one half of the market. The other is market supply. It is graphically represented by a negatively-sloped market demand curve, which can be derived by combining, or adding, the individual demands of every buyer in the market.

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