Whatever pricing option a company chooses, however, the price a companycharges for goods or service is typically less than the utility value placed on goodsor service by the customer. This is because the customer captures some of that utilityin the form of what economists call a consumer surplus.7 The customer is able todo this because the company is competing with other companies for the customer’sbusiness, so the company must charge a lower price than it could were it a monopolysupplier.
đang được dịch, vui lòng đợi..
