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BasI ,neCHThIO e,1UlHHuaMH. BTOpasI KOJIOHKa nOKa3bIBaeT ueHY e,nHHHIJ;hI npo,ZJ,yKIJ;HH, KOTOPaH MOXeT 6hITh Ha3HaqeHa npH KIDK,ZJ;OM OT,neJIbHOM 06'beMe BbInyCKa. TpeThH KOJIOHKa nOKa3hI­ MeT COBOJCYIIHbIH ,nOXo,n, KOTOPbIH MOHOnOJIHH MOXeT nOJIyqHTh Ja npoH3Bo,nCTBO H npo,naxy KIDK,ZJ;oro OT,neJIbHOro KOJI~ecTBanpo,llJlKUHH - npOH3Be,neHHe ueHhI e,1UlHHUhI Ha KOJI~eCT­

BO e,1UlHHU. -M nOCJIe,lJ;HHH KOJIOHKa OTPaxaeT npe,neJIbHhIH ,nOXO,n - H3MeHemre COBOKYJIHOro ,nOXO.na, KOTOpoe B03HHKaeT npH YBeJI~eHHHnpoH3Bo,nCTBa npo,llJlKUHH Ha o,nHY e,l;UIHHIJ;y.

Ts6nMq8 12.1. ~HS MnpeAenbHblA AOXOA (AfR) Anll PS3HblX 06YMOB BwnyCKa B cnY'lse KpMBOA cnpocs, M306puc:eHHoA HS pMC. 12.1

)lrnI HarJUl,IUloro o1p3JKeHIDI TOro <paKTa, 'ITO npe,D;eJIbHhIH ,D;OXO,D; npe,D;CTllBmleT 1'13­

@) MeHeHHe cOBOKymioro ,D;OXO,D;a, UH<pPbl B KOJIOHKe npe,D;eJIbHoro ,D;OXO,D;a paCnOJIa­ TaIOTCJI MeJK,Dy ,ZJ;BYMJI UH<PPaMH COBOKYllHOro ,D;OXO,D;a, K KOTOphIM OHH OTHOCHTCH. HanpHMep, KOT,D;a BhI nepeXo,ZJ;HTe OT npOH3BO,D;CTBa HYJIH npo,ZJ;yKTa K O,D;HOH e,D;H­

HHue npo,ZJ;yKTa, COBOKYllHblA ,D;OXO,D; YBeJIH'lHTCJI OT 0 ,D;OJIJI. ,D;O 9 ,D;OJIJI. II03TOMY n~,D;eJIbHldA,D;OXO,D; B 9 ,D;OJIJI. JI Pa3MecTHJI B OT,D;eJIbHOA C1pOKe, Me)f{,ll;y 3HaqeHHH­

MH COBOKYllHOro ,D;OXO,D;a, 0 ,D;OJIJI. 1'1 9 ,D;OJIJI.

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CBfl3IJ npeAenIJHOrO AOXo,qB C COBOlCYnHW,. AOXo,qOM

Bid Moxere nOHHTb, nOlJeMY ICpHBaH npe,D;eJIbHoro ,D;OXO,D;a na,ZJ;aeT TalC 6b1CTpO, eCJIH BHa­ 'lane npoaHaJIH3Mpyere COBOKYllHhIH ,D;OXO,D;, HJIH TR. CoBOKYllHhIH ,D;OXO,D;, KOTOPhIH MOHono­

JIHCT MoxeT nOJIY'lHTb, - 3TO npocTO KOJIH1{eCTBO npoH3BO,lJ,HMoro npo,nyKTa, YMHoxeHHoe Ha npo,D;3JKHYIO ueHY: TR = p x q. O,D;HalCO ueHa, no KOTOpoA MOHOnOJIHCT MoxeT npO,D;aTh CBOH npo,ZJ;yKT, JaBHCHT OT TOro, B KaKOM OObeMe 6blJI npoH;lBe,D;eH npo,ZJ;yKT.

CBH3bMeJl9lY 06'beMOM npOH3BO,D;CTBa 1'1 ueHoA, no KOTOpoA MoxeT 6bITb npO,D;aH npo­ ,ZJ;yKT, 3aBHCHT OT KpHBOH cnpoca. HanpHMep, B03bMeM Ha KPHBOA cnpoca (CM. pHC. 12.1) TO'IKY A. B3ToH TOqKe npoH3Be,D;eHa O,D;Ha e,ZJ;HHHUa, 1'1 OHa MoxeT 6h1Tb npO,D;aHa 3a 9 ,D;OJIJI. CJIe,D;OBaTeJIbHO, COBOKYllHhIH ,D;OXO,D; B 3TOH TOqKe COCTaBHT 9 ,D;OJIJI. 3areM nOCMOTPHTe Ha TO'IKY B, B KOTOPOH npO,D;aHO ,D;Be e,D;HHHUhI npo,ZJ;yKTa. Ha 3TOM ypOBHe npoH3BO,D;CTBa KaX­ ,D;aH e,D;HHHUa MoxeT 6h1Tb npo,D;aHa 3a 8 ,D;OJIJI. CJIe,D;OBaTeJIbHO, COBOKYllHldH ,D;OXO,D; COCTllBHT 8,D;oJIJI. x 2 = 16,D;oJIJI. A B TOlJKeC, T,D;e MoxeT 6bITb npO,D;aHO 1pH e,D;HHHUId no 7,D;oJIJI. Kax­

,ZJ;aH, COBOKYllHhIA ,D;OXO,D; COCTllBHT 21 ,D;OJIJI. .

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.lIOXO.II H3MeHJleTCJl CJIe.IIYJOW;HM 06pa30M: 9.IIOM. -16.IIOM. - 21 .lIOM. TaKHM 06pa30M, 3,lIeCb Ha6JIIO.lIaeTCR JlBHOe YBeJIH'IeHHe COBOKYIIHOro .lIoxo.IIa.

Ho .lIaBame nOCJ1e,ZIyeM .lIaJIbwe. ECJIH MhI nepe.IIBHHeMCJl H3 TO'IKH A B TO'IKY B, TR YBe­

JIH'IHTCJl Ha 7.II0J1J1. (OT 9.IIOM• .lIO 16). Ho eCJIH MhI nepeA.IIeM H3 TO'lKH B B TO'lKY yBeJ1H'IHTCJl Bcero Ha 5.II0J1J1. (OT 16 .lIOJ1J1• .lIO 21). KaJIC,IIoe CJ1e.IIYJOw;ee YBeJIH'IeHHe COBOKYJl­

HOro .lIOXO,lJ,a 6Y.IIeT MeHbwe npe.IIhl.lIYIUero.

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ECJ1H BhI nOCMOTPHTe Ha Ta6JI.12.1, TO CMO)l{eTe YBH,lIeTb, 'ITO npe,lJ,eJIbHhIA ,lJ,OXO,lJ, npO.IIOJI­ xaeT CHIDKaTbCJl .lJ,J1Jl KIDK,lloA CJ1e.IIYJOw;eA e.IIHHHUhI npO.IIYKTa. <I>aKTH'IeCKH OH CTaHOBHTCJl OTPHuaTeJIbHhIM .lJ,J1Jl Bcex e.IIHHHU nQCJ1e nJITOA. BhI CMO)l{eTe YBH,lIeTb, nO'ieMY TaK npoHCXO­ ,lIHT, eCJIH B Ka'leCTBe npHMepa paCCMOTPHTe TO'lKH G H H Ha pHC. 12.1. B TO'IKe G MOHono­ JIHCT MO)l{eT np0.IIaTb ceMb e.IIHHHU npO.IIYKTa no 3 .lIOM. Ka)K.lJ,YJO. 3TO C03,IIaCT COBOKYJlHhIA

.lIOXO.II B 21 .lIOJ1J1. Ho eCJIH OH YBeJIH'IHT npo,lJ,YKT.lIO BOCbMH e,lJ,HHHU B TO'lKe H, TO CMO)l{eT npo,lJ,aTb 3TH e.IIHHHUhI JIHWb no 2 ,lJ,0J1J1. KIDK,llYJO, a COBOKYJlHhIA ,lJ,OXO,lJ, B TaKOM cJIY'lae coCTaBHT 16 .lIOJ1J1. .

YBeJIH'leHHe npO,lJ,YKTa OT ceMH ,lJ,0 BOCbMH e.IIHHHU 3Ha'lHT COKPaw;eHHe COBOKYJIHOro ,lJ,0­ XO,lJ,a OT 21 ,lJ,0J1J1. ,lJ,0 16 ,lJ,0J1J1. 3m TO )l{e CaMoe, 'ITO CKa38Tb: npH nepeXO,lJ,e OT CeMH,lJ,O BOCb­ MH e,lJ,HHHU npo.IIYKTa npe.IIeJIbHhIA ,lJ,OXO,lJ, COCTaBHT MUHyC 5 .lIOJ1J1.

CnYCKseMCfI n~ KpHSoR cnpocs: lIeM slJIwe 06.eM' npOH3SCJ,qCTSS, TeM HHJlCe LCeHIJI

Lij)ymMH CJ10BaMH, eCJ1H MOHOnOJIHCT XOtIeT np0.IIaTb TO.1II>KO 0.IIHY e)lHH~ (CM. TO'IKY A),

OH CMO)l{eT nOJIY'lHTb 3a Hee 9 .lIOM. Ho eCJ1H MOHOnOJIHCT XOtIeT npo.IIaTb ,lIBe e,lJ,HHHUbI (CM. TO'IKY B), OH ,lJ,OJ1)KeH CHH3HTb ueHy .lIO 8 ,lJ,OM. 3a e.IIHHHUY Ha o6e e,lJ,HHHUbI: .lJ,J1Jl nepBoA U

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TIOCKOJIbKY COBOKYOHbIA ,lJ,OXO,lJ, paBeH ueHe, YMHO)l{eHHOA Ha KOJIlAecTBO (TR = p x q), abI MO)l{eTe BH,lIeTb, 'ITO MOHOnOJIHCT CT8JIKHBaeTCJl C np06JIeMOA BbI60pa, KOr,lJ,a OH }'BeJIH'IHBaeT npOH3BO.IICTBO H onyCKaeTCJl BHH3 no KPHBoA cnpoca. Kor.a.a OH npOH3BO,lJ,HT 60J1bwe, q 06Jl­ JaTeJIbHO nOBbIWaeTCJl, HO p ,lJ,OJDKHO ynacTb: qTO npoHCXO,lJ,HT C TR, 6Y.IIeT JaBHCeTb OT TOro, yBeJIHqHTCJl JIH q (BJIHJlHHe npo,lIYK'fa) 60JIbWe, qeM COKPaTHTCJl p (BJIHJlHHe ueHbI).

BbI MO)l{eTe BH,lIeTb H3 Ta6JI. 12.1, 'ITO KOr,lJ,a MOHOnOJIHJl YBeJIH'lHBaeT npoH3BO,lJ,CTBO no­ cpe.IICTBOM qeTbIpex nepBbIX e,lJ,HHHU, COBOKYIIHbIA ,lJ,OXO.II np0,lJ,onxaeT paCTH - 3TO 3HatIHT, 'ITO BbIHrpbIW OT npO.IIalKH 6oJIbwero KOJIlAeCTBa e,lJ,HHHU 60JIee qeM KOMneHcHpyeT OTPHua­

TeJIbHhI~ 3$$eKT nonyqeHWI MeHbwero KOJIHqeCTBa .n;eHer 3a e)lHHHuy npO.D;yKTa. npH npo­

.n;YKTe H3 mlTH e.n;HHHU .n;Ba BhIWeyKaJaHHhIX $aKTOpa B3aHMHO nOraWalOT .n;pyr .n;pyra. A D,lUI KOJIH'IeCTBa npo.n;YJ(Ta 60JIbWe mlTH e.n;HHHU COBOKYnHhI~ .n;oxo.n; 6y.n;eT nMaTb, nOCKOJIbKY

otpHuaTeJIbHOe BJIWlHHe MeHbwero KOJIH'IeCTBa .n;eHer, nonyqeHHhIx 3a e.n;HHHuy npo.n;YKTa, npeBocxo.n;HT nOJIO}l{HTeJIbHoe BJIWlHHe npo.n;ax<H 6oJIbwero KOJIH'IeCTBa e.n;HHHU.

(i)JIHHHH, KOTOpag B.n;Boe Kpyqe KPHBO~ cnpoca. ECJIH BhI yBJIeKaeTeCb BhIt.IHCJIe­ HHHMH, TO CMO:lKeTe no.n;TBep.n;HTb, 'ITO KPHBag MR CHH:lKaeTCH B.n;Boe 6hICtpee, qeM KpHBag cnpoca. Y'IHThIBag, 'ITO ypaBHeHHe KPHBO~ cnpoca, nOKa3aHHO~Ha pHC. 12.1, P =10- q, no.n;CTaBbTe 310 BhIpaxeHHe B ypaBHeHHe COBOKYDHOrO .n;o­ xo.n;a, TR = p x q, a 3areM B03bMHre nepBYlO npoH3BO.D;HYJO no OTHoweHHIO K npo­

.nYKTY, q. nOCKOJIbKY npe.n;eJIbHhI~.n;OXO.n; COCTaBJllleT dTRjdq, BhI 06HapY:lKHTe, 'ITO MR =10- 2q, 310 03HaqaeT, 'ITO MR nepeceKaeT BepTHKaJIbHYJO OCb B TO~:lKe TOq­

Ke, 'ITO H KPHBag cnpoca, HO HaKJIOHeHa OHa B .n;Ba pa3a Kpyqe.

Tenepb, Kor.n;a BhI paCCMOtpeJIH KPHBYlO npe.n;eJIbHOrO .n;oxo.n;a $HpMhI-MOHOnOJIHCTa, BhI MO:lKere coe.n;HHHTb 3TY KPHBYlO C KPHBO~ npe.n;eJIbHhIX H3.D;ep:lKeK D,lUI HaxO:lK,lJ;eHWI TOro ypOB­ HH npO.D;YKTa, npH KOTOpOM MOHOnOJIWI MO:lKeT MaKCHMH3HpOBaTb npH6hIJIb. $I c06HpalOCb npo.n;eMOHCtpHpOBaTb BaM, 'ITO 3TOT ypOBeHb MeHbwe TOro, KOTOPhI~ BhI6HpaeT D,lUI ce6H KOHKYPHpYlOmag $HpMa, - TaKoe nOBe.n;eHHe Bpe.n;HT 06meCTBY, H pa3Mep ymep6a MO:lKHO H3MepHTb C nOMOmblO MeTO.n;a H3MepeHWI He06paTHMhIX nOTepb, KOTOPhI~.n;eTaJIbHO 06'bHC­ HHeTCH B maDe 11.

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O.n;HaKO OCHOBHoe OTJIH'IHe Me:lK,lJ;y KOHKYPHPYlOme~ lPHPMO~ H MOHOnOJIHe~ 3aKJIlOqeHO B TOM, 'ITO MOHOnOJIWI'HMeeT .n;eJIO CO CHH:lKalOme~CH KPHBO~ npe.n;eJIbHoro .n;oxo.n;a. Ii H xoqy ce~qac npo.n;eMOHCtpHpOBaTb, 'ITO HMeHHO 3TOT lPaKTOp 3aCTaBJIjIeT MOHOnOJIHIO, CtpeMH­ WYlOCH MaKCHMH3HpOBaTb npH6hIJIb, npOH3Bo.n;lffb MeHbwe npo.n;YKTa, qeM KOHKYpHPYlOIUYJO

lPHPMY, HMelOWYlO aHaJIOrHqHYIO ueJIb. .

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MOHOnOJlH$I HaMepeBaeTC$I MaKCHMH3HpOBaTb npH6bUIb 60JlbrneH qaCTblO TaK xe, KaK H KOHKYPHpyJ<>IU3$l <l>HpMa. ):(mI TOro qT06b1 yBH,lleTb 3TO, ,n:aBaHTe nOCMOTPHM lia pHC. 12.2, Ha KOTOpOM HaqepqeHbI KpHBble Cpe,n:HHX COBOKYJIHbIX H3,n:epxeK (A1L) H npe,n:eJlbHhIX H3,lJ.epxeK

(MC) MOHOnOJIHH Ha TOM )I(e rpa<l>HKe, qro H KpHBble cnpoca (D) H npe,n:eJIbHoro ,n:oxo,n:a (MR)

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PHC. 12.2. 06beM npoH3BoACTB8 MOHonORHH COOTBeTcTsyeT TO'IKe nepece'leHHfI KpHBbIX Me H MR

K.aK 06'MICH$!eTC$I B maBe 10, .D:JI$I K3)((.lJ:oro YPOBH$! npO.n:yKTa, q, KI>HBlUI A1t:' nOKa3bIBaeT Cpe.D:HHe COBOKYJIHble H3,lJ.epXKH B pacqeTe Ha e,n:HHHUY npo,ZJyKUHH npH npOH3BO,n:CTBe q e,n:H­ HHU. 3Ta KPHB3$! U-06pa3H3$I, nOTOMY ~O Cpe.D:HHe COBOKYJIHble H3,lJ.epXKH CHaqaJIa CHIOKll­ IOTCR H3-3a YBeJluqeHIDI OT,n:aqH, a 3aTeM B03paCTalOT - no npuqHHe YMeHbilieHIDI OT,n:aqH. KPHB3$! npe,n:eJlbHbIX H3,lJ.epxeK OTo6paxaeTcTOHMOCTb npOH3Bo,n:CTBa eme o,n:HoA e,n:HHHUbI npO.n:yKTa; T.e. nOKa3blBaeT, HaCKOJIbKO B03pacTYT COBOKYJIHble H3,lJ.epXKH npH yseJlHqeHHH BblnyCKa Ha O.D:HY e,n:HHHIJ.Y.

KaK nOKa3aHO Ha pHC. 12.2, OnTHMaJIbHblH ypoBeHb npo.n:yKTa MOHOnOJlHCTa, MaK­ CHMH3HpYIOmero npH6bUIb, if", COOTBeTcTByeT TOqKe nepeCeqeHIDI KPHBhIX MR H

Me. KaK H B c~ae C KOHKYPHPYIOmeH q)HPMOH, perneHHe npoH3BO,n:HTb Ha TOM ypoBHe, r,n:e npe,n:eJIbHblH ,n:OXO,n: paBeH npe,n:eJlbHbIM H3,lJ.ep)I(KaM (MR = MC), TaK­ )I(e MaKCHMH3HpyeT npH6bUIb HJIH MHHHMH3HpyeT y6bITKH, B 3aBHCHMOCTH OT TOro, 6y,n:eT JlH cnpOC Ha npo.n:yKT <l>HpMbl ,n:OCTaTOqHO BeJIHK .D:JI$I TOro, qT06b1 OHa Moma n~aTbnpH6bUIb (CM. maBy 10).

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31'0 3HaQHT, 'ITO eCJIH BbI npoH3Be,ll;ere H npo,ll;a.nHTe 3TY e,ll;HHH­ uy. OHa npHHeCeT 60JIbwe ,lI;OXO.na, qeM 6hIJlo narpaqeHO Ha ee npOH3BO,ll;CTBO•

.SICHO, 'ITO 9TO nO,ll;XO,ll;JIWaJI.LlIDI npoH3BO,lI;CTBll e,ll;HHHIJ;a. ITOCKOJIbKY noxoXGUI: CBJI3b cnpaBe,ll;JlIma .LlIDI BCeX ypOBHeii: npom'KTIl, Kotopble MeHbWe f/", MOHO­ nOJIHCT ,lI;OJDKeH npO,ll;OJDKaTh yaeJI~HBaTh 06'beM npOH3BO,ll;HMOro npO,l{yK.Ta ,lI;0 rex nop, nQKa OH He ,lI;OCTHrneT f/".

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npe,ll;eJIbHhIe H3,lI;ep)J{l(H HaMHOro BbIwe, qeM npe,ll;eJIbHbIii: ,lI;OXO,ll;, liTO 03HallaeT: eCJIH BbI npoH3Be,ll;ere 3TY e,ll;HHHU)' npom'KTIl, TO CTOHMOCTb ee npOH3BO,lI;CTBa npeBhlCHT KOJIH'IeCTBO ,lI;eHer, KOTOpoe BbI CMoxere nOJIy'lHTh npH ee npO,ll;IDKe.

):Q>yrHMH CJIOBaMH, eCJIH BbI npoH3Be,ll;ere 3TY e,ll;HHHuy' TO norepJIere ,lI;eHbrn.

HTaK, KaK BIlllHO H3 BbIWeH3JI0XeHHoro, MOHOnOJIHCTbI XOTJIT npOH3BO,ll;HTb TOtIHO qm e,ll;HHHU;, nOCKOJlbKY .LlIDI BCex e,ll;HHHIJ; MeHbwe f/" npe,ll;eJIbHblii: ,lI;OXO,ll; npeBhlwaeT"npe,ll;eJIbHble H3,lI;epXKH, 'ITO 3HatIHT: npO,ll;aB :n'H e,ll;HHHI.J;bI, BbI nOJIY'lHTe 60JIbwe ,lI;eHer, lIeM narpaTHJIH Ha HX npoH3BO,llCTBO.

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