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a AVC = VC/q. Y Bac n~HTCj{:

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I~ ATC Bcer.n;a 60JIblUe AVC Ha BeJIHqHHY AFC.

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Bonwe6HaSi cl>opMyna: KorAa MR = Me

B THnHtIHOM cJIytIae, KOr,D;a PbIHOqHlUI ueHa ,D;OCTaTO'lHO BhICOKa AJUI TOro, qT06bI <PHPMa

XOTeJIa rrpoH3OO,D;HTb orrpe,D;eJIeHHOe KOJIHtIeCTBO npO)lyKTa, AJUI onpe,D;eJIeHIDI OmHMaJIbHoro _ KOJIH'IeCTBa rrpo)lyKTa, q, KOTOpoe ,D;omKi:Ia npOH3BO,D;HTb (JmpMa, HCrrOJIb3yeTCH,D;O CMeWHoro, rrpoCTlUI <PoPMYJIa. <l>HpMa XO'leT npOH3BO,!l;HTb TOT ypOBeHb rrpo)lyKTa, npH KOTOpOM npe,D;eJIb­ HhIlt ,D;OXO,D; paseH npe,D;eJIbHbIM H3,!l;ep::KKaM (MR =Me).

npoI13OO,D;CTBO, rrpH KOTOPOM MR = MG, rr03BOJIHeT rroJIytIHTb CJIe,nyIOIUHe ,D;Ba pe3YJlbTIlTIl.

H,n;eH, 3aKJIIOqeHHlUI B paseHCTBe MR H MG, OqeHb npoCTa. K Heif npHOO,!l;HT aHa­ JIH3 3aTpaTH BhIrO,D;. ECJIH npoH3BO,D;CTBO H npo,D;axa 6YTbIJlKH rrpHHocHT 60JIbWe ,D;OXO,D;a,' ·'IeM 3aTpaTbI Ha ee rrpOH3BO,D;CTBO, 3HatIHT, ee Hy::KH0 ,D;eJIaTb. ECJIH xe HeT, 3HaqHT, ee ,D;eJIaTb He Hy::KH0. npaB,lJ,a, 3T0 JIefKO 3anOMHHTb?

,ll;aBaltTe Terrepb CHOBa BepHeMCH K HaweMY npHMepy. npe,D;CTaBbTe, 'ITO KoprropaUHH

LemonAid MoxeT npo,D;aTb Ka::K.nyIO 6YTbIJ1KY JIHMOHa,D;a, KOTOPYIO OHa npoH3BO,D;HT, 3a 2,D;oJIJI. 3KOHoMHcTaM HpaBHTCH roBOpHTb, 'ITO npeOeAbHblU iJoxoiJ OT KroK,IJ;Oit 6YTbIJlKlI COCTaBJIHeT 2,D;oJIJI., rrOCKOJIbKY Ka::K,D;lUI npoH3Be,D;eHHlUI 6YTbIJ1Ka rrpH rrpO,D;axe npHHOCHT ,D;OrrOJIHHTeJIb­ HbIe 2,D;oJIJI.

MeHe,D;::KephI <PHPMbI ,D;OIDKHbl peWHTb, CKOJIbKO 6YTbIJ10K JIHMOHa,D;a ,D;OIDKHO 6bITb rrpOH3­ Be,D;eHO Ha HX rrpe,nrrpIDITHH, OCHOBbIsaRCb Ha TOM, 6Y,D;eT JIM Ka::K,D;lUI,D;aHHlUI 6YTh1J1Ka CTOHTb 60JIbwe HJIH MeHbwe 2 ,nOJIJIapOB rrpe,D;eJIbHoro ,D;OXO,D;a, KOToPbIit noJIytIHT <J>HpMa B pe3YJIbTa­ Te rrpo,D;a:x<:H JIHMOHa,na.

@jIlT BY,D;bTe OqeHb BHHMaTeJIbHhI Ha 3TOM3Tane. BaM Hy::KH0 3aIIOMHHTb, 'ITO TIl CTOH­ MOCTb1 Ha KOTOPYIO 06paIUaIOT BHHMaHHe MeHe,lOKepbI, - 3T0 rrpe,D;eJIbHlUI CTOH­ , MOCTb Ka::K,D;oit OT,D;eJIbHoit 6YTh1J1Kl1, MG.'3TO nOTOM)'; 'ITO eCJIH OHH peWaIOT rrpo­ H3BO,D;HTb HMeHHO 3TY 6yrhmKY, TO Hy::KH0 paccMaTpHBaTb CTOHMOCTb npoH3BO,D;CTBa 3Toit 6YTbIJ1Kl1 OT,D;eJIbHO OT CTOHMOCTH npoH3BO,D;CTBa BCex rrpOH3Be,D;eHHbIX paHee 6YTbIJ10K MH TOro, qT06h1 cpaBHHTb ee C ,D;OXO,D;OM, KOTOPbIit 6YTbIJlKa rrpHHeceT, ecJIH ee npOH3Be.nYT H npo.na.nyr. TOJIbKO MG OT,D;eJIbHOIt 6YTbIJ1Kl1 HMeeT 3Ha'leHHe; Bce 6YTbIJIKH, rrpOH3Be,D;eHHhle paHee, OCTaIOTCJI 6e3 BHHMaHIDI"a MeHe,!l;::KepbI Ha­

ueJIeHbI Ha orrpe,D;eJIeHHe CTOHMOCTH npOH3BO,D;CTBa CJIe,nyIOIUeit.

ECJIH MG 3TOit 6YTbIJlKH MeHbwe 2,D;oJIJI., TO JICHO, 'ITO eCTb CMbICJI ee npOH3BO,D;HTb; B 3TOM CJIY'Iae MeHe.n:x<:epbI npHMYT peweHHe ee rrpOH3BO,nHTb. C ,D;pyroit CTOPOHbI, eCJIH Me

6Y,D;eT rrpeBbIwaTb 2,D;OJIJI., rrpOH3OO,D;CTBO 6YTbIJ1Kl1 npHBe,D;eT K rroJIytl:eHHIO y6bITKa; B TaKOM CJIytIae MeHe,D;::KepbI npHMYT pe.weHHe He rrpOH3BO,!l;HTb ee.

218 "Ben, III. MMKP03lCOHOMtfKfIHflYKB 0 noSe,48HtfH norpe6HTeJJ8RH nPflAllPHflTHH

PaCCMaTPHBWI MC K8.JK,lI;oA OT,D;eJIbHOA 6yrbIJIKH (nepBOA, mlToA, ,lleBHHOCTO Ce,llLMOA

H T.,D;.) H cpaBHHBaH ee C npe,lleJIbHhIM ,D;OXO,D;OM, KOTOPLlA MOlKeT nOJIy'IHTb l1>HpMa OT ee npo­ ,D;alKH, MeHe,ll)KepLl MOryr TO'IHO Onpe,D;eJIHTb, CI{OJILKO 6yrLIJIOK HyXHO npOH3BO.llHTb HX npe,ll­ npHHTHIO. He06xo,llHMLle CpaBHeHHH MOryr 6LlTb ripOBe,D;eHLl C nOMOIllLIO Ta6JIHULl paCXO,D;OB, TaKoA, KaK Ta6JI. 10.1, HO eIlle npoIlle 6y,D;eT 3TO C,D;eJIaTb C nOMOIllbIO rpal1>HKa.

Ha pHC. 10.3 H Ha'leJ)THJI KPHBLle npe,D;eJIbHLlX H3,lI;ep)l{eK (MG), Cpe,llHHX nepeMeHHLlX H3­ ,nep)l{eK (AVC) H Cpe,D;HHX COBOKYJIHbIX H3,lI;ep)l{eK (A1C) KopnopaUHH LemonAid. EIlle H npoBeJI roPH30HTaJIbHYIO JIHHHIO, Ha'IHHaIOmyIOCH Ha OTMeTKe "2 ,ll0JIJI.", - TaKOB npe,lleJILHLl1t ,llOXO,ll OT npo,D;WKH I<aJK,lJ;oA H3 6yrLIJIOK, KOTOPYIO l1>HPMa MO)l{eT pemHTL npOH3BO.!lHTb. 51 0603Ha­ 'lHJIJIHHHIO l1>oPMYJIoA P = MR = 2 ,llOJIJI• .MH nO,llTBep:lK,lleHHH Toto l1>aKTa, 'ITO np0,llIDKHaH

~eHa 6yrLIJIKH COCTaBJUleT 2 ,D;OJIJI., .fro COBna,n:aeT C npe,D;eJILHLlM ,llOXO,D;OM.

PHC. 10.3. OnTHManbHblH yposeHb npO,lfyKT8 qmpMbI s TO'IKe nepeCe'leHHR Me H MR

,[(ml TOro 'lT06Ll nOHHTb, nO'leMY npHBH3Ka K MR = MC MaKcHMH3HpyeT npH6bIJIL, ,D;aBa1t­

re BepHeMCH K Ta6JI. 10.1, npHBe,lleHHo1t paHee B 3T01t rJIaBe, H paCCMOTPHM Ka:lK)lyIO e,llHHHUY npO.uyKUHH, q, M{I KOTOP01t CnpaBeMHBO HepaBeHCTBO q < 440.,[(ml BCex 3THX e,llHHHU npe­

lleJILHLl1t ,llOXO,D; 6y,lleT 60JIbWe npe,D;eJIbHo1t ce6eCTOHMOCTH (MR >MG), 'ITO 3HaqHT: ,llOXO.llLl

OT npo,llWKH Ka)I{.l101t H3 3THX 6yrLlJIOK npeBLlCHT 3aTPaTbl Ha HX npOH3BO,llCTBO. HanpHMep, aaaa1tre B03bMeM 6YTLlJIKY no,D; HOMepOM 140. Be npe,lleJILHlUI ce6ecTOHMocTb COCTaBJIHeT BCe­

ro 0,89 ,llOJIJI., HO ee MO)I{HO np0,D;aTb 3a 2,00 ,D;OJIJI. IIoHHTHo, 'ITO BaM HYXHO npOH3BeCTH 3TY 6YTblJ1Ky, nOCKOJIbKY OT ee npO,D;WKH BLl nOJIy'IHTe 60JIbWe ,lleHer, 'IeM 6LlJIO 3aTPa'leHO Ha ee npOH3BO,D;CTBO. 3TO yrBep:lK,lleHHe cnpaBeMHBO .MH BCex OCTaJIbHLlX 6yrLlJIOK, r,D;e q < 440;

BaM HyXHO npOH3BO,ZlHTb HX, nOTOMY 'ITO BCe OHH npHHecyr BaM npH6LlJIb.

C ,llpyro1t CTOpOHLl, .MH Bcex e,llHHHU, npeBLlwaIOIllHX ypOBeHb npo~aq' (q >440), crrpaBeMHBO 06paTHoe: npe,neJIbHLl1t ,llOXO,D; MeHbwe npe,lleJIbHo1t ce6ecTOHMOCTH (MR < MG).

Me

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KonW'leCTBO

Puc. 10.4. C;PupMa, nOR}"IalOUjafl npU6b1Rb

TOqHO TaK xe MbI MoxeM HCnOJIb30BaTb npHMoyrOJIbHHK .D;JlfI: npe,llCTaBJIeHHfI: COBOKYJI­ HblX H3,llepXeK, KOTopble OJIJIaqHBaeT lPHpMa, KOr,lla npOH3BO.D;HT q" e,llHHHU npO,llYKTa. ):lJIsI TOro qro6b1 noc'l'pOHTb 3TOT npHMoyrOJIbHHK, HY:JKHO npOBeCTH HeKOTopble MaTeMa~eCKHe

BblqHCJIeHHSI .D;JIfI: npeo6pa30BaHHSI HHlPoPMau;HH, npe,llOCTaBJIeHHOH KPHBOH Cpe,llHHX COBO­ KYJIHbIX H3,llepxeK (A1C), B ro, ~o Mbi XOTHM H306pa3HTb rpalP~eCKH,T.e. COBOKYJIHble H3­ ,llep:llCKH

Qro6b1 pa306paTbCfI: B 3THX MaTeMa~ecKHXBwqHCJIeHHfI:X, BHaqaJIe nOCMO'I'pHTe Ha roqKY

B Ha pHC. 10.4. OHa nOKa3b1BaeT cpe,ll,HHe COBOKYJIHble H3,llep:llCKH (A1C)

npoiJyK14UU, KOr,lla lPHpMa npoH3BO,llHT YP0BeHb npo.D;yKTa q". Mbi BH,D,HM, qro npfl:MOyrOJIbHHK, qbSl lliHpHHa paBHa q', a BblCOTa 3a.D;aHa AIr Ha ypoBHe npo.D;yKTa q', ,lleHCTBHTeJIbHO o'l'pa­ )I{aeT cOBoKYJIHble H3,llepXKH lPHPMbI. 3To 3HaqHT, ~ Ir paBeH TIJIOlll,a.D;H npfl:MoyroJIbHHKa, qbH qeTbIpe yrJIa pacnOJIOXeHbI B HaqaJIe Koop,llHHaT, roqKe A Ha BepTHKaJIbHOH OCH, roqKe B"

H roqKe q' Ha roPH30HTaJIbHOH OCH.

fJIaBHoe, q1'O H}')KHO nOIDlTb H3 BCero BblmeCKaJaHHOrO, - KOr)l;a lPHpMa npOH3BO­ )l;HT Ha ypOBHe q', TO A1t:' = 1t:'/q'. ECJIH BbI )'MHOXHTe 06e CTOpOHbI 31'Oro ypaa­ HeHIDl Ha q', TO 06HapyxHTe, ~O A1t:' X q', = 1t:'. 31'0 ypaBHeHHe roBOpHT BaM, q1'O

1t:')l;eHCTBHTeJIbHO paBHbI npOH3Be)l;eHHIO A1t:' H q', HJIH DJIOIU;8)I;H npHMoyrOJIbHHKa C BblCOTOH A1t:' H. mHpHHoit q' .

Tenepb, KOr)l;a BbI nOHHJIH, KaK C nOMOIU;bIO DJIOIU;8)I;H npJlMoyrOJIbHHKOB, KOTopbIe CBH­ 3aHbl C KPHBbIMH paCXO)l;OB lPHpMbI, MOryr 6blTb npe)l;CTIlBJIeHbI TR H 1t:', Bac He )l;OJDKeH y)I;HBJUITb TOT lPaKT, qTO npH6bIDb lPHPMbI, KOTOPaH no onpe)l;eJIeHHIO paBHa TR - 1t:', TaK­ :lICe MO:llCeT 6bITb npe)l;CTaBJIeHa DJIOIU;8)I;bIO KOHxpeTHOrO npHMoyroJIbHHKa. Ha C8MOM )l;eJIe npH6bIJIb paBHa DJIOIU;8)I;H 3aillTpHXOBaHHOrO npJlMoyroJIbHHKa Ha pHC. lOA. 31'0 no1'OMY, qTO npH6b1JIb - 3TO npOCTO pa3HHua Me)K)l;y TR H 1t:'. IIocKOJIbKY B HameM cnyqae npHMoyrOJIb­ HHK TR 60JIbme npHMOyroJIbHHKa 1t:', lPHpMa nOJIY'!aeT npH6b1JIb, qeA pa3Mep 3KBHBaJIeHTeH DJIOIU;8)I;H 3amTPHXoBaHHofo npJlMoyroJIbHHKa, KOTOpaH onpe)l;eJIHeTCH CJIe)l;yIOIU;HM 06Pa30M: DJIOIU;8)I;b 60JIbmerO npJlMoyroJIbHHKa TR MHHYC DJIOIU;8)I;b MeHbmefO npHMoyrOJIbHHKa 1t:'.

OqeHb nOJIe3HO 6Y)l;eT npOBeCTH MblCJIeHHblA 3KcnepHMeHT, HCnOJIb3yH pHC. lOA.

IIpe)l;cTaBbTe, qTO npoH30ii)l;eT, eCJIH ueHa p yaeJIHqHTcJI. Bo-nepBblx, 3aMeTb­ Te: OnTHMaJIbHOe KOJIHqeCTBO, q', yBeJIHqHTCJI, nOCKOJIbKY TOqKa nepeCeqeHH.JI fOPH30HTaJIbHOit JIHHHH P = MR H KpHBOA MC nepeMeCTHTCH BBepx H BnpaBO.

O)I;HOBpeMeHHo npJlMoyrOJIbHHK COBOKYDHOro )l;Oxo)l;a yaeJI~HTCH B pa3Mepax, KaK H npHMoyroJIbHHK COBOKYDHbIX H3)I;epxeK. Ho KaKOit H3 HHX yaeJI~HTCHB pa3Me­

pax 6blCTPee? IIpH6b1JIb B03paCTeT HJIIl cOKpaTHTCH?

C nOMOlltbIO rpalPHKa Mbl MoxeM nO;uBep)I;HTb, '11'0npH6bIJlb B03paCTeT - C YBeJIHqeHHeM u.eHbl JaWTPHXOBaHHbIit npJlMoyrOJIbHHK npH6blJIH yaeJI~HTCHB pa3Mepax. TaKHM 06pa30M,

nOBblweHHe u.eHbI yaeJIHqHBaeT npH6blJIb lPHPMbl. B CJIe)l;yIOIU;eM pa3)1;eJIe o6'bHcIDIeTCH, KaK npH6bIDb MO)l(eT CTaTb OTPHuaTeJIbHOA, eCJIH ueHa CTaHeT HHXe onpe)l;eJIeHHoro ypOBHH.

BM3yanM3aL,MA yfiblTKOB

CpaBHHTe cHTYau.HIO, onHCaHHYIO B npe.llbl.IlYlUeM pa3)l;eJIe, C npOHJIJIIOCTPHPQBaHHoA Ha pHe. ~0.5, r)l;e KPHBble 3aTPaT TIlKHe xe, KaK H Ha pHC. 10.4, HO ueHa (H, KaK CJIe)l;CTBHe, npe­

)l;eJIbHblA )l;OXO)l; MR), no K01'OPOit lPHpMa MoxeT npO)l;aTb cBoA npo.nyKT, HaMHoro HHXe.

CJIe)I;)'R npaBHJIY MR = MC MH Bbl60pa OnTHM8JIbHoro ypOBHH npo.nyKTa, lPHpMa npHMeT pemeHHe npOH3BO)l;HTb KOJI~eCTBOq'z, f)l;e HOBaH, HaxO)l;HIU;aHCJI HHXe, JIHHH.Jlp = MR nepe­

CeKaeT xpHBYIO MC. Ho H3-Ja HH3KOit IIeHbI, no KOTOpoA lPHpMa BbIH}')K,lI;eHa np0)l;aTb cBoA npo.nyKT, OHa He 6y)l;eT HMeTb B03MOlKHOCTH nOJIY'IHTb npH6bIJIb. (Ha pHC. 10.5 H 0603HaqHJl OnTHMaJIbHhl1t ypOBeHb npOH3BO)l;CTBa lPHPMbI q'2' MH TOro, ~06bI CTaJIO OqeBH)I;HO: OnTH­ MaJIbHbIH ypoBeHb npO.nyKTa B TOM CJIY'!ae, KOf)l;a ueHa HHXe, OTJI~aeTCHOT OnTHMaJIbHOrO YPOBHH npo)I;yKTa q' Ha pHC. 10.4, f)l;e ueHa 6bIJla Bblme.)

BbI MO)l(eTe oueHHTb y6bITKH, cpaBHHBaH npHMoyrOJIbHHKH TR H 1t:', KOTopbIe nOJIyqa­ IOTCH B 3Toif CHTYaIIHH. IIOCKOJIbKY TR = p x q'2, COBOKYfiHbIH )l;OXO)l; paBeH DJIOIII8)I;H npJlMO­ yroJIbHHKa BblCOTOA P H mHPHHOif q'2- CJIe)l;OBaTeJIbHO, TR paBeH DJIOIII8)I;H npHMoyroJIbHHKa, qbH qeTbIpe yrJIa JIeXaT B HaqaJIe KOOp)l;HHaT, TOql{e p Ha BepmKaJIbHOH OCH , TOqKe C H TOqKe q*2 Ha roPH30HTaJIbHOH OCH. OH MeHbwe, qeM npHMOyroJIbHHK 1t:', onpe)l;eJIeHHbIif HaqaJIOM KOOp)l;HHaT, TOqKaMH A, B H q'2' IIoCKOJIbKY DJIOIII8)I;b npHMoyroJIbHHKa COBOKYDHbIX H3)1;ep­ )l(eK npeBbImaeT DJIOIU;Mb npHMoyroJIbHHKa COBOKYDHOfO )l;OXO)l;a, lPHpMa TepnHT y6bITKH, 3KBHBaJl:eHTHbIe pa3Mepy 3aWTPHXOBaHHOH DJIOIII8)I;H Ha pHC. 10.5.

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PHC. 10.5. 4>HpM8 TepnHT y6b1TKH

CHTYaQHJI, 0TPIDKeHHaJI Ha pHC. 10.5, roBOpHT 0 TOM, 'ITO XOTg MeHe,lJ;)Kep Bcer,a;a CTPeMHT­ Cg npOH3Bo,a;HTh ypOBeHh npo.nyKTa npH MR = MC, 3TO He 06g3aTeJIhHO rapaHTHpyeT npH­ 6h1JIh. flp06JIeMa 3aKJIIO'IaeTCg B TOM, 'ITO MeWaIOT <pHKCHPOBaHHMe H3,ll;epXCKH. HanpHMep, npe.a;nOJIOXGIM. 'ITO HelGUl <pHpMa ,a;OJDKHa ynJIa1'HTh 1000 ,a;0JIJI. MeCSI'IHojt peHThI. EcJm MecJlU yxe Ha'l8JICJI H peHTa yxe ynJIa'leHa, BM 6y)J;eTe npOH3Bo,a;HTh npo)J;yKT, ,ll;JlSI KOTOPOro MR > MC. 3m npHBe,a;eT BaC K YPOBHIO npo,a;YKTll q"2 HR pHC. 10.5.

flpe,a;nOJIOXGIM, 'ITO q'2== 600, H QeHa. no KOTOPOjt BhI MOX.eTe npo,a;aTh npo,DyKT. COCTaB­ JISleT 1 ,a;OJIJI. 3a e,a;HHHUY TOBapa. 3T0 npHHeCeT BaM 600,a;oJIJI. COBOKYIlHOro ,a;oxo,a;a. Ho npH

1000 ,a;OJIJI. peHThI BM 6y,a;eTe npo,a;OJIx.aTh TepneTh y6hlTKH B Te'leHHe MeCJlQa. ,a;IDKe eCJIH npe­

,a;eJIhHhIjt ,a;oxo,a; npeBhICHT npe,a;eJIhHhIe H3,ll;ep:xcKH Ha IWK,llyIO H3 600 e,ll;HHHQ TOBapa. cI>OICYC B TOM, 'ITO TOr,a;a KaK npe,a;eJIhHhIe H3,llep:xcKH He npHHHMalOT B paC'IeT <pHKCHPOBaHHhle JaTPa­ ThI, npH6hIJIh 06J13B.TeJIhHO HX yqHTbIBaeT.

(~ j[ noBIOpJIIO CHona: npoH3BOACTBO lGl ypoRHe, me MR ~ Me, npl<6h1J1H He rnpaH­

THPyeT. Ho OHO rapaHTHpyeT, 'ITO eCJIH BbI ,a;OJDKHbI TepneTh y6bITKH, OHH 6y,!J;YT HaCTOJIbKO M8JIeHbKHMH, HaCKOJIbKO B03MOx.H0. TaK KaK BbI He MOx.eTe Henocpe,a;­ CTBe}{HO HH'lerO no,a;eJIaTh C BaWHMH <pHKCHP0BaHHbIMH H3,a;epXKaMH, 'BbI MOlKere rapaHTHPOBaTh npOH3BO,a;CTBO TOJIbKO TOro KOJIH'leCTBa TOBapa, ,ll;JlSI KOTOporo npe­ ,a;eJIbHbItt ,a;OXO,a; OT npo,a;axH 6y,a;eT 60JIbWHM, 'IeM npe,a;eJIbHble H3,a;epXKH Ha ero npOH3Bo,a;CTBO.