Math for economyMM1005

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Lecturer: Eric Ahlqvist, eric.ahlqvist@math.su.se · Put “MM1005” in the subject line.

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Lecture 3 The rules of differentiation
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3 One variable

The rules of differentiation

Lecture 2 defined the derivative as a limit of Newton quotients and computed exactly one, for $f(x)=x^{2},$ by hand. Doing that every time would be intolerable. So how does anyone differentiate $5-\dfrac{2}{x^{3}},$ or a revenue $P\cdot D(P),$ or $(2-x^{2})^{3},$ without going back to the definition? This lecture is the remedy: a set of rules, each of which is that same limit worked out once and for all so that nobody has to work one out again.

The lecture is in two halves. First the rules that need no thought — constants, powers, sums — and then the three that do: products, quotients and the chain rule. But the definition rests on the word limit, which has so far been used on intuition alone, so we start there.

⏱ 60 min read§ 6 sections

After this lecture you can

  • find a limit of a rational function: substitute, and when that gives $\tfrac{0}{0},$ factor and cancel
  • differentiate sums, constant multiples and powers, also with negative and fractional exponents, after rewriting
  • use the product rule and the quotient rule, and check the order in a quotient by putting $g\equiv1$
  • turn the growth rates of a product or a quotient into a sum or a difference of relative rates
  • differentiate a composition with the chain rule, with the outer derivative evaluated at the inner value, and decide which rule an unfamiliar expression needs first
  • compute a second derivative and say what its sign tells you about the slope and the bending of the curve
1

Limits

Substituting $x=2$ into $\dfrac{3x^{2}+3x-18}{x-2}$ gives $\tfrac{0}{0}.$ Is there a limit, and what is it?

Every derivative is a limit: the Newton quotient $\bigl(f(a+h)-f(a)\bigr)/h$ has no value at $h=0,$ and the derivative is what it approaches. Before the definition, one function to look at. The quotient $$ f(x)=\frac{e^{x}-1}{x} $$ has no value at $x=0{:}$ substituting gives $\tfrac{0}{0}.$ But it has values as near to $0$ as we like, on both sides.

The curve has a hole at $x=0.$ The values on both sides of the hole close in on $1.$
$x$$f(x)$
$-0.1$$0.9516$
$-0.01$$0.9950$
$0.01$$1.0050$
$0.1$$1.0517$

The values close in on $1$ from below and from above. That number, which the function approaches and never has to reach, is what the definition names.

Two features of this are worth saying out loud, because between them they are the whole of the matter. First, the limit does not care about $f(a){:}$ the value of $f$ at $a$ is excluded from the definition, and $f$ need not even be defined there. Second, $x$ must be allowed to approach $a$ from both sides, and the same number $A$ must come out either way. This is a working definition and not the final word; Lecture 5 makes it precise.

Guess first. The next question is the one under the heading of this section. Answer it before you read on.

Check yourself

Pick an answer before reading on. Getting it wrong is fine — that is how you find out what you believe.

You are asked for $$\lim_{x \to 2} \frac{3x^2 + 3x - 18}{x - 2}$$

Substituting $x = 2$ gives $\tfrac{0}{0}$. What does that tell you?

Example 3.3

A limit where substitution gives 0/0

Find $\displaystyle\lim_{x\to 2}\frac{3x^{2}+3x-18}{x-2}.$

Try it yourself first. Then open one step at a time.

Cancelling $x-2$ is legal precisely because $x\ne2$ — the same move that made the Newton quotient work in Lecture 2, where one factor of $h$ was cancelled under the standing assumption $h\ne0.$

That the numerator has the factor $x-2$ is the factor theorem of Lecture 1 (Fact 1.17): a polynomial that is zero at $x=2$ is $x-2$ times another polynomial. The other factor is found by division or, as here, by taking out the $3$ and factoring $x^{2}+x-6.$

Fact 3.4Rules for limits#

Suppose $\lim_{x\to a}f(x)=A$ and $\lim_{x\to a}g(x)=B.$ Then $$ \begin{aligned} \lim_{x\to a}\bigl(f(x)\pm g(x)\bigr) &= A\pm B\,,\\ \lim_{x\to a} f(x)g(x) &= AB\,,\\ \lim_{x\to a}\frac{f(x)}{g(x)} &= \frac{A}{B}\ \ (B\ne0)\,, \end{aligned} $$ together with $\lim_{x\to a}c=c$ for a constant $c,$ and $\lim_{x\to a}x=a.$

Applying these repeatedly to $\lim_{x\to a}x = a$ builds up every polynomial, and then every rational function whose denominator is not zero at $a.$ For such functions, therefore, you just substitute. That has a consequence worth stating plainly: the only limits that require any thought at all are the ones where substituting gives $\tfrac{0}{0}$ — which is why every limit in the exercises looks the way it does, and why the derivative is a serious idea rather than a triviality.

Check yourself

Pick an answer before reading on. Getting it wrong is fine — that is how you find out what you believe.

A function is given by $$ \begin{aligned} f(x)&=\frac{x^{2}-9}{x-3}\quad\text{for } x\ne3\,,\\ f(3)&=10\,. \end{aligned} $$ What is $\displaystyle\lim_{x\to3}f(x)?$

2

The rules that need no thought

What is the derivative of $5-\dfrac{2}{x^{3}},$ and is it positive or negative for $x>0?$

In Lecture 2 the derivative of $x^{2}$ took five lines of work with the Newton quotient (Example 2.19). The first rules cost nothing of that kind: each is read off from the definition in one line, and after that it is simply used.

Fact 3.5The elementary rules#

Let $A$ be a constant and let $g$ and $h$ be differentiable. Then $$ \begin{aligned} f(x) = A &\Longrightarrow f'(x) = 0\\ f(x) = A + g(x) &\Longrightarrow f'(x) = g'(x)\\ f(x) = A\cdot g(x) &\Longrightarrow f'(x) = A\,g'(x)\\ f(x) = x^{a} &\Longrightarrow f'(x) = a\,x^{a-1}\\ f(x) = g(x)+h(x) &\Longrightarrow f'(x) = g'(x)+h'(x)\\ f(x) = g(x)-h(x) &\Longrightarrow f'(x) = g'(x)-h'(x) \end{aligned} $$ In words: additive constants disappear, multiplicative constants survive.

Every one of these is a single line from Definition 2.17, and they all have the same shape. The constant-multiple rule, for instance: the Newton quotient of $Ag$ is $$ \frac{Ag(x+h)-Ag(x)}{h} = A\cdot\frac{g(x+h)-g(x)}{h}\,, $$ so $A$ comes out of the quotient, out of the limit by Fact 3.4, and lands in front of $g'(x).$ Nothing here is worth memorising as a separate fact.

One caveat about the power rule, stated honestly. As proved from the definition it covers $f(x)=x^{n}$ for a natural number $n;$ the quotient rule below extends it to negative integers, and Fact 4.14 in Lecture 4 finishes the job for every real exponent using logarithms. It is stated here in full because it is true in full and you will use it in full.

Try it before you read the example. The question is the one under the heading of this section.

Check yourself

Pick an answer before reading on. Getting it wrong is fine — that is how you find out what you believe.

$$f(x) = 5 - \frac{2}{x^{3}}$$

Find $f'(x)$.

Example 3.7

Rewrite, then differentiate

Differentiate $f(x) = 5 - \dfrac{2}{x^{3}}.$

Try it yourself first. Then open one step at a time.

The same rewriting deals with roots, since $\sqrt{x}=x^{1/2}$ is a power like any other. The next example is the app's own, not one of the notes' numbered examples.

Example

A root, a constant multiple and a constant

Differentiate $f(x)=6\sqrt{x}+\dfrac{x^{5}}{5}-7$ for $x>0.$

Try it yourself first. Then open one step at a time.

3

Products and quotients

The derivative of a sum is the sum of the derivatives. Is the derivative of a product the product of the derivatives?

Here guessing fails. The derivative of a product is not the product of the derivatives, and the reason is worth a picture.

Think of a rectangle $f$ wide and $g$ tall, so that its area is $fg.$ Grow both sides a little. The new area arrives in three pieces — two strips and a corner: $$ g\,\Delta f \;+\; f\,\Delta g \;+\; \Delta f\,\Delta g\,. $$

The new area: a strip $g\,\Delta f$ on the right, a strip $f\,\Delta g$ on top, and the corner $\Delta f\,\Delta g.$

Divide by $\Delta x$ and let $\Delta x\to0.$ The two strips give $f'g$ and $fg'.$ The corner has two small factors, so even after dividing by one $\Delta x$ it still carries a factor tending to zero, and it vanishes. That corner is exactly the $f'g'$ that everybody wants to write down: not a random wrong guess, but a real part of the growth — the one part too small to survive the limit.

Fact 3.8The product rule#

If $f$ and $g$ are differentiable, then $$ (fg)'(x) = f'(x)g(x) + f(x)g'(x)\,. \tag{3.1} $$

Guess first. If no formula comes to mind, raise the price by one krona and ask what you gain on the units you were already selling, and what you lose because some customers walk away.

Check yourself

Pick an answer before reading on. Getting it wrong is fine — that is how you find out what you believe.

A firm sells $D(P)$ units at price $P$, so its revenue is $$R(P) = P \cdot D(P)$$

Demand falls when the price rises, so $D'(P) < 0$.

What is $R'(P)$?

Example 3.10

Marginal revenue

A firm sells $D(P)$ units at price $P,$ so its revenue is $R(P)=P\cdot D(P).$ Demand falls as the price rises, so $D'(P)<0.$ Find $R'(P)$ and read it economically.

Try it yourself first. Then open one step at a time.

Recap The economics words used in this lecture
wordsymbolwhat it means
quantity, demand$Q,$ $D(P)$units sold
price$P$price per unit
revenue$R = P\cdot Q$money in
cost$C(Q)$money out
marginal anything$R',$ $C'$the effect of one more unit: the derivative
average cost$C(x)/x$cost per unit produced
real wage$W/P$the wage $W$ measured in what it buys at the price level $P$
Fact 3.11The quotient rule#

If $f$ and $g$ are differentiable and $g(x)\ne0,$ then $$ \left(\frac{f}{g}\right)'(x) = \frac{f'(x)g(x)-f(x)g'(x)}{g(x)^{2}}\,. \tag{3.2} $$

Example 3.13

Average cost against marginal cost

A firm producing $x$ units at total cost $C(x)$ has average cost $A(x)=C(x)/x$ and marginal cost $C'(x).$ When is average cost rising?

Try it yourself first. Then open one step at a time.

Check yourself

Pick an answer before reading on. Getting it wrong is fine — that is how you find out what you believe.

Which of these is the derivative of $\dfrac{x}{x+2}$ for $x\ne-2?$

4

Relative rates: growth in per cent

Nominal wages rise by $8\%$ a year and prices by $3\%$ a year. About how fast does the real wage $W/P$ rise?

Both rules have a second reading, in terms of proportional rather than absolute change, and for economics it is the more useful one.

For instance, a monthly wage of $40\,000$ kronor that is rising by $2\,000$ kronor a year has the relative rate of change $2\,000/40\,000=0.05$ a year: it is rising by $5\%$ a year. The same $2\,000$ kronor on a wage of $20\,000$ would be $10\%.$

Fact 3.15Relative rates#

Wherever the quantities are nonzero, $$ \begin{aligned} \frac{(fg)'}{fg} &= \frac{f'}{f} + \frac{g'}{g}\,,\\ \frac{(f/g)'}{f/g} &= \frac{f'}{f} - \frac{g'}{g}\,. \end{aligned} $$ Relative rates add for products and subtract for quotients.

Now the question under the heading of this section.

Check yourself

Pick an answer before reading on. Getting it wrong is fine — that is how you find out what you believe.

Nominal wages are rising by 8% a year. Prices are rising by 3% a year.

The real wage is $w = W/P$. About how fast is it rising?

This is the most-used derivative formula in economics. If nominal wages $W$ grow at $8\%$ a year and prices $P$ at $3\%,$ the real wage $w=W/P$ grows at about $8-3=5\%;$ exactly, $1.08/1.03=1.0485,$ so $4.85\%,$ and the subtraction is an excellent approximation for small rates. If wages and prices rise at the same rate the real wage is constant, which is what people mean when they say a pay rise was eaten by inflation.

The product half of Fact 3.15 is used in the same way. The next example is the app's own.

Example

Revenue when the price rises and sales fall

A shop raises its price $P$ by $4\%$ a year, and the quantity $Q$ it sells falls by $1\%$ a year. About how fast does the revenue $R=PQ$ change?

Try it yourself first. Then open one step at a time.

5

The chain rule

If $z$ moves three times as fast as $y,$ and $y$ moves five times as fast as $x,$ how fast does $z$ move compared with $x?$

Most functions met in practice are built by composition: $z$ depends on $y,$ and $y$ depends on $x.$ The rule for differentiating through the chain is the one rule in this lecture that needs practice rather than merely understanding.

$x$ drives $y,$ and $y$ drives $z.$ The rate along the whole chain is the product of the rates along its two links.
Fact 3.16The chain rule#

Let $F(x) = g\bigl(f(x)\bigr),$ with $f$ differentiable at $x$ and $g$ differentiable at $f(x).$ Then $$ F'(x) = g'\bigl(f(x)\bigr)\cdot f'(x)\,. \tag{3.3} $$ Writing $z=g(y)$ and $y=f(x),$ the same statement in Leibniz's notation is $$ \frac{dz}{dx} = \frac{dz}{dy}\cdot\frac{dy}{dx}\,. $$

In words: differentiate the outside, evaluated at the inside, then multiply by the derivative of the inside. Better still, in words about rates: if $z$ moves three times as fast as $y$ and $y$ moves five times as fast as $x,$ then $z$ moves fifteen times as fast as $x.$ Nobody finds that surprising, and it is the entire rule. The Leibniz form is easiest to remember because the $dy$ appears to cancel — but that is a mnemonic, not a proof, since $dy$ is not a number you may cancel.

Try it yourself

Rates multiply

Three tracks: $x$ drives $y,$ and $y$ drives $z.$

  1. Drag the slider for $x$ and watch the dots for $y$ and $z{:}$ they move at different speeds.
  2. Press Δx → 0. The three printed ratios $\Delta y/\Delta x,$ $\Delta z/\Delta y$ and $\Delta z/\Delta x$ settle on $f'(x),$ $g'(y)$ and their product.
  3. Look at where the middle rate is read off: at $y,$ not at $x.$
  4. Press the button outer once, so that it shows $z=1/y.$ The middle rate is now negative, so $z$ falls while $y$ still rises.
Example 3.18

The outer derivative at the inner value

Let $F(x) = \bigl(2-x^{2}\bigr)^{3}.$ Find $F'(-3).$

Try it yourself first. Then open one step at a time.

Guess first. Before any formula, write down the units of the two numbers in the next question.

Check yourself

Pick an answer before reading on. Getting it wrong is fine — that is how you find out what you believe.

At today's price, demand for butter falls by about 5 000 kg for each 1 krona the price rises.

The price is rising by 0.05 kronor per month.

About how fast is demand falling?

Example 3.19

Rates multiply, and the units say so

At today's price, demand for butter falls by about $5\,000$ kg for each krona the price rises, and the price is rising by $0.05$ kronor per month. How fast is demand falling?

Try it yourself first. Then open one step at a time.

With five rules in play the difficulty is no longer any single rule but knowing which to reach for, and that is decided by structure rather than by appearance.

The Method at work, on an expression that needs two rules. The example is the app's own.

Example

Method 3.20 on a product with a bracket to a power

Differentiate $h(x)=x\,(2x+1)^{3}.$

Try it yourself first. Then open one step at a time.

Check yourself

Pick an answer before reading on. Getting it wrong is fine — that is how you find out what you believe.

You are about to differentiate $$ F(x)=\Bigl(x^{2}+\frac{1}{x}\Bigr)^{5}. $$ According to Method 3.20, which rule do you apply first?

Looking ahead: two derivatives borrowed from Lecture 4. This paragraph is not in the lecture notes at this point. Some of the practice problems of this lecture contain $e^{x}$ or $\ln x,$ whose derivatives are found in Lecture 4 (Fact 4.2 and Fact 4.5): $$ \bigl(e^{x}\bigr)'=e^{x}\,,\qquad \bigl(\ln x\bigr)'=\frac{1}{x}\quad(x>0)\,. $$ Take them on trust for now. With the chain rule they give, for example, $\bigl(e^{3x}\bigr)'=e^{3x}\cdot3$ and $\bigl(\ln(2x+1)\bigr)'=\dfrac{1}{2x+1}\cdot2$ for $x>-\tfrac12.$

6

Higher-order derivatives

$f'$ says which way the curve goes. What does the derivative of $f'$ say?

Mechanically there is nothing new: differentiate, then differentiate the answer. What is new is the reading.

For instance, $f(x)=x^{4}$ has $$ \begin{aligned} f'(x)&=4x^{3}, & f''(x)&=12x^{2},\\ f'''(x)&=24x, & f^{(4)}(x)&=24\,, \end{aligned} $$ and every derivative after the fourth is $0.$

Fact 3.22What the second derivative says#

On an interval where $f$ is twice differentiable,

  • $f''>0{:}$ the slope is increasing, the curve bends upwards, and its tangents lie below it;
  • $f''<0{:}$ the slope is decreasing, the curve bends downwards, and its tangents lie above it.
Left of the dashed line $f''<0{:}$ the curve bends downwards and the tangent lies above it. Right of it $f''>0{:}$ the curve bends upwards and the tangent lies below.

So $f'$ tells you which way the curve goes and $f''$ tells you how that is changing — a rate of change of a rate of change. Position, speed and acceleration are the standard illustration; the economic one matters more here. If $C(Q)$ is total cost then $C'(Q)$ is marginal cost, and $C''(Q)$ says whether marginal cost is itself rising, which is the difference between the lazy-S cost curve of Lecture 1 and a parabola. Lecture 6 puts $f'$ and $f''$ together to turn candidate maxima into answers, and Lecture 7 uses them to classify local ones. Every rule in this lecture is machinery for that.

A cost curve of that lazy-S kind, with numbers. The example is the app's own.

Example

A cost curve that bends both ways

The total cost of producing $Q$ units is $C(Q)=Q^{3}-6Q^{2}+15Q+10$ for $Q\ge0.$ Find the marginal cost and say for which $Q$ it is falling and for which it is rising. Does total cost ever fall?

Try it yourself first. Then open one step at a time.

Check yourself

Pick an answer before reading on. Getting it wrong is fine — that is how you find out what you believe.

Let $f(x)=x^{3}-3x^{2}.$ For which $x$ does the graph of $f$ bend upwards?

What you should take away

  • $\lim_{x\to a}f(x)=A$ ignores $f(a)$ entirely and requires both sides to agree. For polynomials and for rational functions with a nonzero denominator you may simply substitute — so the only interesting limits are the ones where substitution gives $\tfrac00,$ and $\tfrac00$ is a signal, never a verdict.
  • Additive constants disappear and multiplicative constants survive; $(x^{a})'=ax^{a-1},$ with the $1$ subtracted from the exponent and not from its size; and sums differentiate term by term.
  • $(fg)' = f'g+fg'$ — two strips, and the corner $f'g'$ is precisely the piece that does not survive. $(f/g)' = (f'g-fg')/g^{2},$ whose sign order is checked in five seconds by putting $g\equiv1.$
  • Divided through, those become the relative-rate rules: $f'/f + g'/g$ for a product and $f'/f - g'/g$ for a quotient. Percentages add and subtract even when the quantities multiply and divide, which is why economists speak in percentages.
  • Chain rule: $F=g\circ f$ has $F' = g'(f(x))\cdot f'(x)$ — rates multiply, and the outer derivative is evaluated at the inner value. The units of the two factors decide whether to multiply or divide.
  • $f''$ is the rate at which the slope changes: positive means bending upwards, negative bending downwards. With $C$ a cost function, $C''$ says whether marginal cost is rising.

Think further

Questions without computation. Think on your own or with a classmate before opening the thought.

  1. Discussion question 1 — what 0/0 tells you

    Substituting $x=2$ into $\dfrac{x^{2}-4}{x^{2}-3x+2}$ gives $\tfrac00.$ What does that tell you?

    (A) the limit does not exist;

    (B) the limit is $0;$

    (C) the limit is $1;$

    (D) nothing yet.

    One way to think about it

    (D). $\tfrac00$ says only that substitution has failed (Watch out 3.2). Both polynomials vanish at $x=2,$ so both have the factor $x-2{:}$ $$ \begin{aligned} \frac{x^{2}-4}{x^{2}-3x+2}&=\frac{(x-2)(x+2)}{(x-2)(x-1)}\\ &=\frac{x+2}{x-1} \end{aligned} $$ for $x\ne2.$ Now substitution works, and the limit is $\dfrac{4}{1}=4.$ So the limit exists, and it is neither $0$ nor $1.$

  2. Discussion question 2 — a constant over a power

    Differentiate $f(x)=3-\dfrac{1}{x^{2}}.$ Which of the following is right?

    (A) $2x^{-3};$

    (B) $-2x^{-3};$

    (C) $2x^{-1};$

    (D) $3+2x^{-3}.$

    One way to think about it

    (A). Rewrite first: $f(x)=3-x^{-2}.$ The constant $3$ disappears, and the exponent goes from $-2$ to $-3{:}$ $$ f'(x)=-(-2)x^{-3}=2x^{-3}\,. $$ (B) has lost one of the two minus signs, (C) subtracts one from the size of the exponent (Watch out 3.6), and (D) carries the additive constant along. A check on the sign: for $x>0$ the quantity $1/x^{2}$ falls, so $f$ rises.

  3. Discussion question 3 — the price at which revenue is largest

    In Example 3.10, at what price is revenue at its largest, in terms of $D$ and $D'?$ What has become of the corner there?

    One way to think about it

    Where revenue is at its largest, a small change of price must neither raise nor lower it, so $R'(P)=0$ there (Lecture 6 makes this step precise): $$ \begin{aligned} D(P)+P\,D'(P)&=0\,,\quad\text{that is} \\ P&=-\frac{D(P)}{D'(P)}\,, \end{aligned} $$ which is positive because $D'(P)<0.$ In words: the krona gained on each unit still sold is exactly balanced by the loss from the customers who leave. The two strips have the same size and opposite signs.

    The corner has not come back into the derivative. But since the two strips cancel, the small terms that the limit throws away are all that is left of the change in revenue, and the corner $\Delta P\,\Delta D$ is one of them. It is negative whichever way the price moves, because $\Delta P$ and $\Delta D$ have opposite signs.

  4. Discussion question 4 — a falling average cost

    A firm's average cost is falling at the current output. What does that tell you about marginal cost, and does it tell you that average cost is low?

    One way to think about it

    By Example 3.13 the sign of $A'(x)$ is the sign of $C'(x)-A(x).$ So a falling average cost says exactly that marginal cost is below average cost: the next unit costs less than the average so far and pulls the average down.

    It says nothing about the level. With $C(x)=100+2x$ the average cost at $x=1$ is $102$ and falling, because the marginal cost is $2.$ The average is high there. It is falling because it is high compared with the cost of the next unit.

  5. Discussion question 5 — wages and prices at the same rate

    Nominal wages rise by $6\%$ a year and prices by $6\%$ a year. What happens to the real wage, and what happens to the wage bill $WP?$

    One way to think about it

    The real wage is the quotient $W/P,$ so its relative rate is $6\%-6\%=0{:}$ it is constant. (Here that is exact, since $1.06/1.06=1.$) The pay rise was eaten by inflation.

    The product $WP$ has relative rate $6\%+6\%=12\%$ by Fact 3.15. Read as year-on-year factors it is $1.06\times1.06=1.1236,$ a rise of $12.36\%.$ The sum is the approximation.

  6. Discussion question 6 — a root of a sum as a composition

    Write $F(x)=\sqrt{1+x^{2}}$ as $g(f(x))$ and differentiate it. At which point is the outer derivative evaluated?

    One way to think about it

    Inside $f(x)=1+x^{2},$ outside $g(y)=\sqrt{y}=y^{1/2}.$ Then $f'(x)=2x$ and $g'(y)=\tfrac12y^{-1/2},$ that is $\dfrac{1}{2\sqrt{y}},$ so by (3.3) $$ F'(x)=\frac{1}{2\sqrt{1+x^{2}}}\cdot2x=\frac{x}{\sqrt{1+x^{2}}}\,. $$ The outer derivative is evaluated at the inner value $y=1+x^{2},$ not at $x.$ For example at $x=0$ it is evaluated at $y=1,$ where it is $\tfrac12,$ and $F'(0)=\tfrac12\cdot0=0.$

  7. Discussion question 7 — a positive second derivative

    If $f''(x)>0$ everywhere, must $f$ be increasing? Must $f'$ be increasing?

    One way to think about it

    $f$ need not be increasing. Take $f(x)=x^{2}{:}$ $f''(x)=2>0$ everywhere, but $f$ is decreasing for $x\le0.$

    $f'$ must be increasing. $f''$ is the derivative of $f',$ and a function whose derivative is positive on an interval is strictly increasing there (Fact 2.23, used on $f'$ in place of $f$). That is the first line of Fact 3.22: the slope is increasing. In the example the slope $2x$ rises from negative values through $0$ to positive ones.