MATEMTICA PARA ECONOMIA

2. CURVAS DE OFERTA E DEMANDA LINEARES

Na prtica, algumas !ua"#s $ %&rta $ma'$a s(% apr%)ima$am't li'ars 'a
&ai)a $ *al%rs !u i'trssa+ %utras '(%,li'ars. N% 'ta't%, msm% 'sts cas%s, as
!ua"#s li'ars p%$m %&rcr rprs'ta"#s $ %&rta $ma'$a ra-%a*lm't prcisas
$'tr% $ uma &ai)a limita$a. Nsta s"(%, s(% utili-a$as !ua"#s li'ars $ %&rta
$ma'$a, .la simplici$a$ clar-a c%m !u ilustram crt%s tip%s $ a'lis. As !ua"#s
'(%,li'ars sr(% $iscuti$as 'as s"#s su/s!0'ts.
A &igura 1.12 3a4 m%stra uma rprs'ta"(% mais gral $ cur*as $ %&rta $ma'$a.
A &igura 1.12 3/4 rprs'ta a %&rta a $ma'$a c%m% &u'"#s li'ars. D*,s %/sr*ar,
c%m% 5 i'$ica$% 'a Figura 1.12, !u ap'as %s sgm't%s $as cur*as !u st(% '% primir%
!ua$ra't i'trssam 6 a'lis c%'7mica. ist% p%r!u a %&rta, % pr"% a !ua'ti$a$ s(%,
m gral, iguais a -r% %u a um '8mr% p%siti*%. 9%r )mpl%, 'as &%rmas mais simpls $
a'lis c%'7mica: a %&rta 'gati*a sig'i&ica !u %s artig%s '(% st(% $isp%';*is '%
mrca$%, s<a p%r!u '(% s(% pr%$u-i$%s %u p%r!u s(% rti$%s at5 !u um pr"% satis&at=ri%
s<a %&rci$% p%r ls.
O pr"% 'gati*% sig'i&ica !u s(% pag%s pr"%s a%s c%mpra$%rs para a rm%"(% $
artig%s $% mrca$%.
A $ma'$a 'gati*a sig'i&ica !u % pr"% 5 t(% alt% !u imp$ a ati*i$a$ $%
mrca$%, at5 !u %s artig%s s<am %&rci$%s a um pr"% satis&at=ri%. Ests cas%s p%$m
%c%rrr, mas sua i'ci$>'cia '(% 5 &r!0't, s'$% )ami'a$%s ap'as m a'liss
c%'7micas mais a*a'"a$as.
Iss% 5 muit% imp%rta't c%mpr'$r !u a rta %&rc, matmaticam't, uma
$scri"(% pr&itam't gral+
as &=rmulas para uma rta '(%
i'$icam a &ai)a $ *al%rs $ ) ? !u
$*r sr c%'si$ra$a. @ua'$% la 5
spci&ica$a, c%m% '% cas%
prs't, %'$ i'trssam
ap'as %s *al%rs p%siti*%s %u 'ul%s
$ ) ? , rcipr%cam't, %'$ pr"%s %u !ua'ti$a$s 'gati*as '(% s(% sig'i&icati*%s, a
1
&ai)a $ *al%rs $ ) ? 5 rstrita. Estas rstri"#s /asiam,s 'a i'trprta"(% '%
sig'i&ica$% $a !ua"(% para uma aplicao particular; las '(% s /asiam 'as suas
pr%pri$a$s matmticas i'r'ts. D*,s tr m m't st &at%, a &im $ *itar
i'trprta"#s rr7'as, pri'cipalm't !ua'$% s c%'si$ram !ua"#s mais c%mplica$as.
2.1 Cur*as $ Dma'$a Li'ar
N%rmalm't, a $cli*i$a$ $ uma cur*a $ $ma'$a 5 'gati*a , ist% 5, m$i$a
!u % pr"% aum'ta, a !ua'ti$a$ pr%cura$a $imi'ui 6 m$i$a !u % pr"% $imi'ui, a
!ua'ti$a$ pr%cura$a aum'ta. Em crt%s cas%s, a $cli*i$a$ $ uma cur*a $ $ma'$a
p%$ sr 'ula A ist% 5, % pr"% 5 c%'sta't, i'$p'$'tm't $a $ma'$a. Em %utr%s cas%s,
a $cli*i$a$ $ uma cur*a $ $ma'$a p%$ sr i'$&i'i$a A ist% 5, a pr%cura 5 c%'sta't,
i'$p'$'tm't $% pr"%. A Figura 1.1B ilustra sts tr>s cas%s.
Dp'$'$% $a i'&%rma"(% $isp%';*l, $i&r'ts &=rmulas $a rta p%$m, m ca$a
cas%, sr mais c%'*'i'ts para s %/tr a &u'"(% $ $ma'$a.
E)mpl%
D- rl=gi%s
$ puls% s(% *'$i$%s
!ua'$% % su pr"% 5
CrC DE+ 2E rl=gi%s
$ puls% s(% *'$i$%s
!ua'$% su pr"% 5
CrC FE. @ual 5 a
!ua"(% $ $ma'$aG
y , y
1
H y
2
- y
1
(x - x
1
)
x
2
- x
1
x
1
= 10 y
1
= 80
x
2
= 20 y
2
= 60
y - 80 = 3
60 - 80
4 (x - 10)
20 - 10
H -2 (x - 10)
2x + y - 100 = 0
E)mpl%
9%r srm c%'si$ra$%s 'cssri%s
a sgura'"a 'aci%'al, s(% c%mpra$%s
2
a'ualm't BE gra$%rs $ sr*i"% psa$%, i'$p'$'tm't $% pr"%. @ual 5 a !ua"(%
$ $ma'$aG
x = x
1
H BE
2.2 Cur*as $ O&rta Li'ar
N%rmalm't a $cli*i$a$ $ ur'a cur*a li'ar
5 p%siti*a, ist% 5, 6 m$i$a !u % pr"% aum'ta, a %&rta
aum'ta, 6 m$i$a !u % pr"% $imi'ui, a %&rta $imi'ui.
Em crt%s cas%s, a $cli*i$a$ $ uma cur*a $ %&rta p%$ sr -r% ist% 5, % pr"% 5
c%'sta't, i'$p'$'tm't $a %&rta. Em %utr%s cas%s, a $cli*i$a$ $ uma cur*a $
%&rta p%$ sr i'$&i'i$a A ist% 5, a %&rta 5 c%'sta't, i'$p'$'tm't $% pr"% 3*<a a
Figura 1.1I4.
C%m% 'a $iscuss(% $as cur*as $ $ma'$a, ? rprs'ta % pr"%, m u'i$a$s
apr%pria$as, ) rprs'ta a !ua'ti$a$ %&rta$a, m u'i$a$s apr%pria$as. S%m't
i'trssam *al%rs p%siti*%s $ ) ?, c%m% &%i a'tri%rm't sta/lci$%. O/sr* !u para
a cur*a $ %&rta '% cas% 3a4, a c%%r$'a$a ? $a i'trs"(%,? p%$ sr p%siti*a, 'gati*a %u
'ula.
A c%%r$'a$a ) $a i'trs"(%,) p%$ sr 'gati*a , p%rta't%, cair &%ra $a &ai)a $
*al%rs $ i'trss. Ist% 5 ra-%*l, uma *- !u %s pr%$ut%rs usualm't $i)am $ %&rtar
um artig% a'ts !u % pr"% ati'<a -r%.
E)mpl%
@ua'$% %
pr"% &%r $ CrC 2B,
''Juma m!ui'a
&%t%gr&ica $ um
$trmi'a$% tip%
st $isp%';*l '%
mrca$%+ para ca$a
CrC 1E $ aum't%
'% pr"%, 2E m!ui'as &%t%gr&icas a mais st(% $isp%';*is '% mrca$%. @ual 5 a !ua"(% $
%&rtaG
y = mx + b m = 1 b = 2B y = 1 x + 2B x - 2y + BE = E
3
2 2
E)mpl%
D ac%r$% c%m %s trm% $ c%'trat% 'tr a
Campa'Ja A a C%mpa'Jia Tl&7'ica, c%mpa'Jia
A paga 6 C%mpa'Jia Tl&7'ica CrC BEE p%r m>s
para cJama$as a l%'ga $istK'cia, c%m $ura"(% $
tmp% ilimita$a. @ual 5 a !ua"(% $ %&rtaG
y = y1 = BEE
L. E@UILMNRIO DE MERCADO
Di-,s !u % !uil;/ri% $ mrca$%
%c%rr m um p%'t% 3pr"%4 '% !ual a
!ua'ti$a$ $ma'$a$a $ um artig% iguala,s
6 !ua'ti$a$ %&rta$a, c%m% 5 m%stra$% 'a
Figura 1.2L 9%rta't%, sup%'$% !u as msmas
u'i$a$s para x y s<am usa$as m am/as as
!ua"#s, a !ua'ti$a$ $ !uil;/ri%, % pr"%
$ !uil;/ri% c%rrsp%'$m 6s c%%r$'a$as $% p%'t% $ i'trs"(% $as cur*as $ %&rta $
$ma'$a. Alg/ricam't, a !ua'ti$a$ % pr"% $ !uil;/ri% s(% 'c%'tra$%s rs%l*'$%,s
simulta'am't as !ua"#s $ %&rta $ $ma'$a 3ai'$a 'a Jip=ts $ !u as msmas
u'i$a$s para x y s(% usa$as m am/as as !ua"#s4.
Em gral, para um !uil;/ri% sr sig'i&icati*%, %s *al%rs $ x y $*m sr p%siti*%s
%u 'ul%s ist% 5, as cur*as $ %&rta $ $ma'$a $*m i'trcptar,s '% primir%
!ua$ra't. Ist% %c%rr s s%m't s a c%%r$'a$a y $a i'trs"(% y $a cur*a $ $ma'$a &
mai%r %u igual c%%r$'a$a y $a i'trs"(% y $a cur*a $ %&rta, s a c%%r$'a$a x $a
i'trs"(% x $a cur*a $ $ma'$a &%r mai%r %u igual 6 c%%r$'a$a x $a i'trs"(% x $a cur*a
$ %&rta. Ist% p%$ sr c%'stata$% g%mtricam't 'a Figura 1.2L. A pr%*a $ist% 5 $a$a 'a
N%ta T5c'ica 1, a% &i'al $% cap;tul%.
4
E)mpl%
AcJ % p%'t% $
!uil;/ri% para as
sgui'ts !ua"#s $
%&rtas $ $ma'$a:
y = 1E , 2x
y = L x O 1
2
Rs%l*'$%
simulta'am't as
!ua"#s, p%r
su/stitui"(%:
1E , 2x = L x O 1
2
P x = I
2
x = 1D
P
y = 1E , 2 3
1D
4

P
= L2
P
Rsp%sta:
3
1D , L2
4
P P
E)mpl%
AcJ % p%'t% $ !uil;/ri% para as
sgui'ts !ua"#s $ %&rta $ $ma'$a:
y = B - Lx
y = 2x O 12
Rs%l*'$% simulta'am't as !ua"#s,
p%r su/stitui"(%:
5 - Lx = 2x = 12
Px = -P
x = -1
y = B - L 3-14
= D
Rsp%sta: 3-1, D4, Est !uil;/ri% '(%
5
5 sig'i&icati*% A %/sr* !u b
D
= B Q bS = 12
L.1 A'lis D% 9%'t% D E!uil;/ri%
Os gr&ic%s $ p%'t% $ !uil;/ri% s(% &r!0'tm't utili-a$%s 'a A$mi'istra"(%
'a Ec%'%mia, para a'alisar as implica"#s $ *rias $cis#s $ &i)a"(% $ pr"%s $
pr%$u"(%. Um gr&ic% $ p%'t% $ !uil;/ri%, m &%rma simpli&ica$a, 5 m%stra$% 'a &igura
1.2F.
Nst cas% particular, %s cust%s &%ram $i*i$i$%s m $uas catg%rias grais: &i)%s
*ari*is. Os cust%s &i)%s prma'cm
c%'sta'ts m t%$%s %s ';*is $
pr%$u"(% '%rmalm't i'clum
&at%rs c%m% alugul, $prcia"(%,
<ur%s, i'stala"(% !uipam't%s. Os
cust%s *ari*is s(% a!uls *ariam
c%m a pr%$u"(% i'clum &at%rs tais
c%m% m(%,$,%/ra, mat5rias,primas
gast%s pr%m%ci%'ais.
O cust% t%tal m !ual!ur ';*l
$ pr%$u"(% 5 a s%ma $% cust% &i)% $% cust% *ari*l 6!ul ';*l $ pr%$u"(%.
Na Figura 1.2F, a rta C rprs'ta % cust% &i)%. R a rta c%m a i'trs"(% y igual a%
cust% &i)% c%'sta't 3ist% 5, % cust% !ua'$% a pr%$u"(% 5 -r%4 c%m $cli*i$a$ -r%.
A rta C! rprs'ta % cust% t%tal. Sua i'trs"(% ? 5 igual a% cust% &i)% sua
$cli*i$a$ 5 igual a% acr5scim% '% cust% *ari*l p%r u'i$a$ $ acr5scim% 'a pr%$u"(%.
O/sr* !u % cust% *ari*l 5 pr%p%rci%'al 6 pr%$u"(% $'tr% $ uma &ai)a rl*a't $
*al%rs.
A rta "! rprs'ta a rcita t%tal $a &irma para $i&r'ts !ua'ti$a$s *'$i$as+ su
i'trcpt% st 'a %rigm sua $cli*i$a$ igual a% pr"% p%r u'i$a$, a$miti'$% !u st
pr"% s<a c%'sta't para t%$as as !ua'ti$a$s *'$i$as.
O p%'t% # $ !uil;/ri% 5 a!ul '% !ual as rtas "! C! s i'trcptam. El
rprs'ta a !ua'ti$a$ 'a !ual % pr%$ut%r st para r%mpr % !uil;/ri% A ist% 5, a !ua'ti$a$
para a !ual )ist uma rcita su&ici't ap'as para c%/rir %s cust%s. A a'lis $% p%'t%,
!uil;/ri% 5 mais &r!0'tm't utili-a$a 'a prtica para $m%'strar %s pr%**is &it%s $as
mu$a'"as $% !u para $trmi'ar c%m% $*riam sr stas mu$a'"as.
E)mpl%
6
Na Figura 1.2P, sup%'Ja !u uma &irma 't'$a !u p%$r *'$r a msma
!ua'ti$a$ $ pr%$ut%, $'%ta$a pl% p%'t% @, s % pr"% p%r u'i$a$ &%r aum'ta$%, !u,
m *ista $iss%, a rcita t%tal s l* $ "! para "!$% CT prma'c a msma, % p%'t% $
!uil;/ri% mu$a $ # para #$%
A% pr"% %rigi'al, % lucr% $a &irma 5 rprs'ta$% pla ra $% triK'gul% #A&; a um
pr"% mais alt%, passa a sr rprs'ta$% pla ra $% triK'gul% #$AC%
S, p%r %utr% la$%, a &irma a$mit !u % acr5scim% '% pr"%, !u c%'$u- a " !$' p%$r
r$u-ir a !ua'ti$a$ *'$i$a at5 a $'%ta$a pl% p%'t% @S, p%$,s i'$icar % sgui't:
Cust% t%tal r$u-i$% $s$ % $'%ta$% p%r A at5 A$% Rcita t%tal r$u-i$a $s$ a
$'%ta$a p%r C at5 C$%Lucr% t%tal m%$i&ica$% $a ra #A& para a ra #$A$C$%
Uma *- !u a ra $% lucr% #$A$C$ 5 mai%r $% !u a ra $ lucr% #A&, rsulta't $a
mai%r !ua'ti$a$ *'$i$a a% pr"%
%rigi'al, a c%mpa'Jia p%$r
$ci$ir aum'tar % pr"%, ai'$a
!u as *'$as *'Jam a s%&rr
uma !u$a.
A a'lis $% p%'t% $
!uil;/ri% p%$ sr usa$a para s
stu$ar %s p%ss;*is rsulta$%s $
*rias c%m/i'a"#s $ &at%rs '*%l*i$%s m um pr%/lma particular.
E)mpl%
Sup%'Ja !u % cust% &i)% $ pr%$u"(% $ um artig% s<a $ CrC B.EEE, EE+ % cust%
*ari*l s<a $ CrC P,BE p%r u'i$a$ % artig% s<a *'$i$% a CrC 1E,EE p%r u'i$a$. @ual 5
a !ua'ti$a$ 'cssria para s ati'gir % p%'t% $ !uil;/ri%G
BEEE = 31E - P,BE4 x
BEEE = 2,B x
x = 2EEE
A !ua'ti$a$ 'cssria para s ati'gir % p%'t% $ !uil;/ri% 5 2EEE u'i$a$s.
2. E@UATUES DE OFERTA E DE DEMANDA
C%'si$ram%s as circu'stK'cias rlati*as a um &a/rica't, 'as !uais as 8'icas *ari*is
s(% % pr"% !ua'ti$a$ $ mrca$%ria $ma'$a$a. S<a p

% pr"% $ uma u'i$a$ $
mrca$%ria, s<a x % '8mr% $ u'i$a$s $ma'$a$as.
7
R&lti'$% s%/r % assu't%, parc ra-%*l !u a !ua'ti$a$ $ mrca$%ria
$ma'$a$a '% mrca$% pl%s c%'sumi$%rs ir $p'$r $% pr"% $a msma. @ua'$% % pr"%
/ai)a, %s c%'sumi$%rs m gral pr%curam mais a mrca$%ria. Cas% % pr"% su/a % %p%st% ir
%c%rrr: %s c%'sumi$%rs pr%curar(% m'%s.
Uma !ua"(% $a'$% a rla"(% 'tr a !ua'ti$a$ $a$a p%r x' $ mrca$%ria
$ma'$a$a % pr"% $a$% p%r p' 5 cJama$a !ua"(% $ $ma'$a. CJga,s a tal !ua"(%
atra*5s $a aplica"(% $ m5t%$%s stat;stic%s a%s $a$%s c%'7mic%s, la p%$ sr scrita m
uma $as sgui'ts &%rmas:
p = ((x) 314
x = )3p) 324
A &u'"(%, ( m 314 5 cJama$a $ &u'"(% pr"%, * ( (x) 5 % pr"% $ um u'i$a$ $
mrca$%ria !ua'$% x u'i$a$s s(% $ma'$a$as. A &u'"(% ) m 324 5 cJama$a &u'"(% $
$ma'$a. ) (p) 5 %. '8mr% $ u'i$a$s $a mrca$%ria !u sr(% $ma'$a$as sr &%r %
pr"% p%r u'i$a$. Em situa"#s c%'7micas '%rmais %s $%m;'i%s $as &u'"#s pr"% $
$ma'$a c%'sistm, c%r'% *%c> p%$ria sprar, $ '8mr%s '(% 'gati*%s.
O gr&ic% $a !ua"(% $ $ma'$a 5 cJama$% cur*a $ $ma'$a. @ua'$% s tra"a um
s/%"% $a cur*a $ $ma'$a, 5 c%stum m c%'%mia usar % i)% *rtical para rprs'tar %
pr"% % i)% J%ri-%'tal para rprs'tar a $ma'$a. C%m% a !ua"(% $ $ma'$a p%$ sr
aplica$a s%m't para crt%s *al%rs $ x p, 5 muitas *-s 'cssri% rstri'gi,l%s a
i'tr*al%s &cJa$%s+ ist% 5, x + VE,aW p + VE,bW.Msm% !u 'a prtica *ig't !ua'ti$a$s
pr"%s m gral assumam *al%rs raci%'ais, '=s prmitirm%s x p srm !uais!ur '8mr%s
rais $'tr% $sss i'tr*al%s &cJa$%s.
Ilustra"(%
C%'si$rm%s a sgui't !ua"(% $ $ma'$a:
p
2
+2x- 1FHE 3L4
C%m% m situa"#s c%'7micas '%rmais as *ari*is x p s(% '(% 'gati*as, !ua'$%
3L4 5 rs%l*i$a para p, r<itam%s %s *al%rs 'gati*%s $ p %/tm%s
p =1F - 2x 324
!u 5 $a &%rma $ 314. Assim a &u'"(% pr"% para a !ua"(% $ $ma'$a 3L4 5 a &u'"(% ( para
a !ual ((x)= 1F - 2x % Rs%l*'$% 3L4 para ) %/tm%s
) H D -
1
p
2
2
3B4
8
!u )prssa x c%m% &u'"(% $ p c%m% m 324, assim a &u'"(% $ $ma'$a 5 a &u'"(% )
para a !ual )3p4 H D -
1
p
2
. Um s/%"% $a cur*a $ $ma'$a st 'a

2
Figura 1.F.1. O gr&ic% st rstrit% a% primir% !ua$ra't. $*i$% )ig>'cia $ !u x
p s<am '(% 'gati*%s. D 324 *m%s !u p Q 2 1F - 2x X E %u, !ui*al'tm't. x Q D.
L%g%. ) Y VE, DW p Y VO, 2W.
Al5m $a rstri"(% $ !u x p s<am '(% 'gati*%s s%/ circu'stK'cias '%rmais.
Imp%m%s a c%'$i"(% $ !u !ua'$% % pr"% p%r u'i$a$ $crsc, a $ma'$a pla mrca$%ria
aum'ta, !ua'$% % pr"% p%r u'i$a$ aum'ta, a $ma'$a pla mrca$%ria $scrsc+ ist%
5, s ,i % pr"% $ x, u'i$a$s $ uma mrca$%ria ,
2
5 % pr"% p%r u'i$a$ $ x
2
u'i$a$s, 't(% x
2
X )
1
s s%m't p
2
Q p
1
. Esta c%'$i"(%, p%r sua *-. r&lt 'a$a mais $%
!u % .s's% c%mum c%'7mic%. st ilustra$a 'a Figura 1.F.2.
A !ua"(% $ $ma'$a mais simpls 5 li'ar, p%$ sr scrita 'a &%rma 3F4 p = mx +
po %'$ m -0% O gr&ic% $sta !ua"(% 5 % sgm't%, '% primir% !ua$ra't, $a rta t'$%
i'cli'a"(% mx + ,o c%m% i'trcpt% '% i)% p. V<a a Figura 1.F.L. O/sr* !u 9% 5 % pr"%
mais alt% !u algu5m pagaria $ ac%r$% c%m a !ua"(% $ $ma'$a 3F4. S 3F4 &%r rs%l*i$%
m ). %/tm%s uma !ua"(% $a &%rma: x = .p + x
o
%'$ . Q E. C%m% ) H )
%

!ua'$% p H E,x
o
5
% '8mr% $ u'i$a$s $a !ua'ti$a$ $ma'$a$a, !ua'$% a mrca$%ria 5 grtis. C%m% .Q0
implica. A !ua'ti$a$ $ma'$a$a $crsc !ua'$% % pr"% s%/, $ -r%, a mrca$%ria
pr$ sua c%'$i"(% $ grtis.
E)mpl% 1: Uma c%mpa'Jia
$ turism% t%m%u
c%'Jcim't% $ !u !ua'$%
% pr"% $ Lima *isita a
p%'t%s tur;stic%s 5 C F, a
m5$ia $% '8mr% $
passag's *'$i$as p%r
*iagm 5LE. !ua'$% % pr"%
passa a C 1E, % '8mr% m5$i%
$ passag's *'$i$as 5 s%m't 1D. Sup%'$% li'ar a !ua"(% $ $ma'$a, 'c%'tr,a
trac um s/%"% $a cur*a $ $ma'$a.
9
S%lu"(%: S<a ) % '8mr% $ passag's $ma'$a$as, p a !ua'tia m $i'Jir%
c%rrsp%'$'t a ca$a passagm. C%m% )H LE !ua'$% pH F, xH 1D !ua'$% pH 1E, %s p%'t%s
3LE,F4 31D, 1E 4prt'cm a% sgm't% $ rta !u 5 % gr&ic% $a !ua"(% $ma'$a$a.
Usa'$% a &%rma p%'t%,i'cli'a"(% $a !ua"(% $a rta tm%s
1E,F
p-6= 1D,LE 3x - LE4
x+/p=
08
C%m% ) X E p X E, a cur*a $ $ma'$a st rstrita a% primir% !ua$ra't. O s/%"%
$a cur*a $ $ma'$a 5 m%stra$% 'a Figura 1.F.2.
Sup%'Ja ag%ra !u x s<a % '8mr% $ u'i$a$s $ uma c'a mrca$%ria a sr
%&rta$a p%r um pr%$ut%r , c%m% acima, p s<a % pr"% $ uma u'i$a$ $a mrca$%ria.
Vam%s sup%r !u stas s<am as $uas 8'icas *ari*is. Uma !ua"(% '*%l*'$% stas $uas
*ari*is 5 cJama$a !ua"(% $ %&rta. Numa situa"(% c%'7mica '%rmal, ) p s(% '(%
'gati*%s x
2
Xx
1
N s s%m't s p
2
X p
1
+ ist% 5, !ua'$% % pr"% $a mrca$%ria aum'ta, %
pr%$ut%r 'aturalm't aum'tar a %&rta para tirar *a'tagm $%s pr"%s mais alt%s. Da
msma &%rma, Ja*r uma t'$>'cia $ $imi'uir a !ua'ti$a$ pr%$u-i$a !ua'$% % pr"%
/ai)a. O cas% tri*ial !ua'$% a pr%$u"(% 5 c%'sta't, !ual!ur !u s<a % pr"%, 5 uma )c"(%
a ssa a&irma"(%. O gr&ic% $a !ua"(% $ %&rta 5 cJama$% cur*a $ %&rta, a Figura 1.F.B
m%stra um s/%"% $la !ua'$% as circu'stK'cias s(% '%rmais. @ua'$% x = 1' p = p% st 5
% pr"% sgu'$% % !ual ''Juma mrca$%ria star $isp%';*l '% mrca$%. @ua'$% % pr"%
u'itri% 5 gra'$, % pr%$ut%r %&rta uma gra'$ !ua'ti$a$ $ mrca$%ria a% mrca$%.
A !ua"(% $ %&rta mais simpls 5 a li'ar, !u p%$ sr scrita 'a &%rma p = mx +
po %'$ m2E. A Figura 1.F.F m%stra um s/%"% $% gr&ic% $sta !ua"(%. O gr&ic% 5 a part
'% primir% !ua$ra't $a rta c%m i'cli'a"(% m, s'$% p% % i'trcpt% p. Na$a 5 pr%$u-i$%
at5 !u pXp%.
EZEM9LO 2: A '(% sr !u % pr"% $ uma $trmi'a$a sta't supr C 2BE, ''Juma
sta't star $isp%';*l '% mrca$%. C%'tu$%, !ua'$% % pr"% 5 C LBE, 2EE sta'ts star(%
$isp%';*is '% mrca$%. AcJ a !ua"(% $ %&rta, sup%'$%,a li'ar, trac um s/%"% $a
cur*a $ %&rta.
S%lu"(%: S<a x %
10
'8mr% $ sta'ts &%r'ci$as !ua'$% p 5 % pr"% p%r sta't. @ua'$% pH 2BE, x H E,
!ua'$% p H /30' x H 2EE. Assim s'$%, %s p%'t%s 3E, 2BE4 32EE, LBE4 st(% 'a cur*a $
%&rta. Usa'$% a &%rma p%'t%,i'cli'a"(% $a !ua"(% $a rta tm%s
p,2BE H /30-230
2EE,E 3),E4
p,2BE H 1x
2
p H 1x O 2BE
2
Na Figura 1.F.P tm%s um s/%"% $a cur*a $ %&rta.
CJamarm%s a t%tali$a$ $as mprsas !u pr%$u-m a msma mrca$%ria $ uma
i'$8stria. O mrca$% para uma crta mrca$%ria c%'sta $a i'$8stria $%s c%'sumi$%rs $a
mrca$%ria 3!u p%$m i'cluir mprsas, g%*r'% c%'sumi$%rs i'$i*i$uais4. A !ua"(% $
%&rta $% mrca$% 5 $trmi'a$a a partir $as !ua"#s $ %&rta $as c%mpa'Jias i'tgra'ts
$a i'$8stria, a !ua"(% $ $ma'$a $% mrca$% 5 $trmi'a$a atra*5s $as !ua"#s $
$ma'$a $ t%$%s %s c%'sumi$%rs. M%strarm%s ag%ra c%m% $trmi'ar % pr*o 4*
*5uil6brio a 5ua7ti4a4* 4* *5uil6brio $ um mrca$%.
O !uil;/ri% $ mrca$% %c%rr !ua'$% a !ua'ti$a$ $ mrca$%ria $ma'$a$a, a um
$a$% pr"%, 5 igual 6 !ua'ti$a$ $ mrca$%ria %&rci$a a!ul pr"%. [ust% 5, % !uil;/ri% $
mrca$% %c%rr !ua'$% tu$% !u 5 %&rci$% para a *'$a $ um $trmi'a$% pr"% 5
c%mpra$%. @ua'$% %c%rr % !uil;/ri% $ mrca$%, a !ua'ti$a$ $ mrca$%ria pr%$u-i$a 5
cJama$a !ua'ti$a$ $ !uil;/ri% % pr"% $a mrca$%ria 5 cJama$% pr"% $ !uil;/ri%. A
!ua'ti$a$ $ !uil;/ri% % pr"% $ !uil;/ri% s(% $trmi'a$%s rs%l*'$%,s
simulta'am't as !ua"#s $ $ma'$a %&rta $% mrca$%. Na Figura 1.F.D tm%s
s/%"%s $as cur*as $ $ma'$a %&rtaS i'$ica$as p%r D S, rspcti*am't. O p%'t% # 5 %
p%'t% $ !uil;/ri% suas c%%r$'a$as sac 89 ,# %'$ 89 u'i$a$s 5 a !ua'ti$a$ $
!uil;/ri% ,# 5 % pr"% $ !uil;/ri%. Ai'$a c%m r&r>'cia 6 Figura 1.F.D, *am%s sup%r !u
% pr"% $a mrca$%ria &%ss p
L
+ 't(% a i'$8stria pa'<aria *'$r 8p2

u'i$a$s %s
c%'sumi$%rs pla'<ariam c%mprar 84
3
u'i$a$s, assim c%'s!u'tm't rsultariam 6
i'$8stria 3x
S
1
, x
D
1
4 u'i$a$s a%s c%'sumi$%rs. ist% &%r"aria % pr"% a su/ir para pt a
!ua'ti$a$ %&rci$a crscria para xt u'i$a$s. C%'tu$%, s % pr"% &%ss p2S %s
c%'sumi$%rs pla'<ariam c%mprar x
D
2
u'i$a$s a i'$8stria pla'<aria *'$r x
:
2
u'i$a$s.
C%'s!u'tm't, rstariam 6 i'$8stria (x:
2
- x
p
2
) u'i$a$s '(% *'$i$as assim % pr"%
11
tria !u cair para ,
#
a !ua'ti$a$ %&rta$a sria r$u-i$a a 8
9
u'i$a$s.
EZEM9LO L: As !ua"#s $
$ma'$a %&rta $% mrca$%
s(% rspcti*am't,
x
2
+ 3 2x + 2 4
2
- 2B H E

2x - p O 2 H E
%'$ p 5 % pr"% lEE) u'i$a$s
a !ua'ti$a$. Dtrmi' a !ua'ti$a$ % pr"% $ !uil;/ri%. Trac s/%"%s $as cur*as $
%&rta $ma'$a '% msm% C%'<u't% $ i)%s, m%str % p%'t% $ !uil;/ri%.
S%lu"(%: 9ara 'c%'trar O p%'t% $ !uil;/ri% rs%l*m%s simulta'am't as $uas !ua"#s.
Da sgu'$a tiram%s % *al%r $ p su/stitu;m%s 'a primira !ua"(%. Tm%s
x
2
+ 32) O 24
2
- 2B H E
x
2
+ 2x
2
+ Dx + 2 - 2BH E
B)
2
O Dx , 21 H E
3Bx - P43) O L4 H E
3x - PH E x O LHE
x= 1,2 ) H ,L
C%m% ) X E, r<itam%s % *al%r 'gati*% , p%rta't%, ) 1,2. Su/stitui'$% st *al%r 'a
sgu'$a, !ua"(% %/tm%s p H 2,D. Assim O pr"% $ !uil;/ri% 5 C 2,DE a !ua'ti$a$ $
!uil;/ri% 5 12E u'i$a$s 3lm/r,s $ !u a !ua'ti$a$ 5 lEE) u'i$a$s4. Escr*'$% a
primira !ua"(% 'a &%rma
x
2
Op
2
H2B
*m%s !u su gr&ic% 5 um c;rcul% C%m c'tr% 'a %rigm rai% $ B. C%m% x X E
p X E, a cur*a $ $ma'$a 5 a part $% c;rcul% '% primir% !ua$ra't. Rs%l*'$% a !ua"(%
$ %&rta 9ara p tm%s
p= 2x+2
Assim a cur*a $ %&rta 5 a part $% primir% !ua$ra't $a rta c%m i'cli'a"(% 2
i'trcpt%
'% i)% p igual a 2. O s/%"% r!uri$% st 'a Figura 1.F.I.
D* sr '%ta$% !u s as cur*as $ $ma'$a %&rta '(% t>m i'trs"(% '%
primir%.1 !ua$ra't, $i-m%s !u % !uil;/ri% '(% tm sig'i&ica$%. 9%r )mpl% s as cur*as
t>m i'trcss(% '% sgu'$% !ua$ra't, ist% implica !u a !ua'ti$a$ $ !uil;/ri% 5 'gati*a,
'(% tm s'ti$% &alar $a pr%$u"(% $ uma !ua'ti$a$ 'gati*a.
12
B. FUNT\O RECEITA
Na ati*i$a$ %praci%'al $ uma mprsa $i*rs%s &at%rs c%'tri/um para a &%rma"(%
$a rcita pr%*'i't $% *%lum $ *'$as. Fat%rs c%r'% *%lum $a pr%$u"(% p%t'cial $
mrca$% '(% p%$m sr s!uci$%s 'a &%rma"(% $a rcita: p%rm m p!u'%s i'tr*al%s,
%'$ < &%ram c%'si$ra$as as *ari*is rstriti*as, c%'si$ra'$%,s % pr"% c%'sta't 'ss
i'tr*al% $ pr%$u"(%, % r'$im't% t%tal $a mprsa sr &u'"(%, s%m't, $a !ua'ti$a$
*'$i$a.
9%r )mpl%, s uma mprsa pr%$ut%ra $ cai)as rgistra$%ras, !u s(% *'$i$as a C
DE.EEE,EE, '(% *'$r ''Juma u'i$a$, sua rcita sr -r%+ s *'$r $- u'i$a$s, su
r'$im't% t%tal sr C DEE.EEE,EE.
V>,s !u a &u'"(% rcita, para $i&r'ts !ua'ti$a$s *'$i$as, p%$ sr
rprs'ta$a p%r uma &u'"(% li'ar !u passa pla %rigm tm c%m% $cli*i$a$ % pr"% $
*'$a.
]'ricam't, p%$,s rprs'tar a &u'"(% rcita pla !ua"(%:
R H p % )
%'$ R rprs'ta a &u'"(% Rcita T%tal, p % pr"% $ *'$a $ pr%$ut% x a !ua'ti$a$
*'$i$a.
C%m% p $* sr smpr mai%r $% !u -r% 3pX E4 3c%&ici't a'gular $a &u'"(%
rcita4, sua rprs'ta"(% gr&ica sr:
F. A FUNT\O LINEAR COMO FUNT\O CUSTO 3C
t
4
Os cust%s 3C
t
4 $ uma mprsa $*m sr classi&ica$%s m &i)%s 3C
&
4 *ari*is 3C
*
4.
Cust%s &i)%s s(% a!uls !u, $'tr% $ $trmi'a$a capaci$a$ $ pr%$u"(%.
prma'cm c%'sta'ts m su t%tal, apsar $as *aria"#s $%s *%lums $ pr%$u"(% %u
*'$a, c%m% p%r )mpl% % alugul $% im=*l, !u prma'cr &i)%, %u '(% *ari*l,
i'$p'$'tm't $ *%lum $ pr%$u"(% %u *'$as.
Os cust%s &i)%s p%ssum as sgui'ts caractr;sticas:
13
a4 s(% !ua'tias &i)as. $'tr% $ crt%s limits $ pr%$u"(% %u at5 a capaci$a$ m)ima
$ pr%$u"(%.
/4 s(% &i)%s m su t%tal, mas $imi'um u'itariam't 6 m$i$a !u a pr%$u"(%
aum'ta.
Cu:to: ;ari<;*i: s(% a!uls !u *ariam m su t%tal, c%'&%rm &lutum as ati*i$a$s
pr%$uti*as $a mprsa. S(% )mpl%s t;pic%s as c%miss#s $%s *'$$%rs, a mat5ria,prima
utili-a$a, a m(%,$,%/ra $irta, *aria'$% $ ac%r$% c%m as &lutua"#s $ *'$a %u pr%$u"(%,
%u s<a. !ua't% mai%r a pr%$u"(%, mai%r sr a parcla $ cust% *ari*l.
Os cust%s *ari*is p%ssum as sgui'ts caractr;sticas:
a4 *ariam '% t%tal m pr%p%r"(% $irta a% *%lum $ ati*i$a$:
/4 prma'cm rlati*am't c%'sta'ts, '% p%'t% $ *ista u'itri%, msm% !u %
*%lum $ ati*i$a$s *ari.

14