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: , , .

, :

, . , - ;

. , ;

.

, - ( , ). - , , .. () , . , - , . , , , MR AR, .. MR AR, .. .

. 15, q, MR = MC. 1 D. , .. (. 15), ,

, q ( 1 . 15), .

( 2 . 15), - ( ).

- MR , , = , 2 ( = MR) , , ( < ) - MR D.

, , () , . , .

g ( , grade of quality), ≈ ( , advertising). , :

q = D (P,g,a). (12.1)

, , , :

C = C (q,g,a). (12.2)

p = Pq -C (q,g,a), (12.3)

P = D-1(q,g,a). (12.4)

, (12.3) :

p = qD -1(q,g,a) = C (q,g,a). (12.5)

dp/d q = P + q (d P /d q) √ (d C /d q) = 0,
dp/d g = P (d q /d g) + q (d P /d g) √ (d C /d g) = 0, (12.6)
dp/d a = P (d q /d a) + q (d P /d a) √ (d C /d a) = 0.

, , ( (12.4) , ). , , , (12.6), - q*, g* *.

P* = D -1(q*,d*,a*), (12.7)

p* = q*P* - C* (q*,g*,a*). (12.8)

, D, , , , p*, , . , . , - .

.

, , . . . (. 12.6), DD D 1 D 1 (q) ( 1 > P) () (q 1 > q). , - , , , . , , , MR MR1. , . .

, ≈ () , , MR(g), , MC(g). . , .

( ) :

MR(g) = MC(g), (12.9)

MC(g) , MR(g), (12.10)
(g) , MR(g).

(12.10) . 12.7, g* ≈ . , MR(g) MC(g) . , MR(g), , , .

. (g) MR(g) ( ), () ( , advertising ≈ ) , MR a, .





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