Which of the following statements regarding consumer surplus and willingness to pay in the business-to-business market is true?

• A. Consumer surplus arises when a business pays less than its maximum willingness to pay for a product or service.
• B. Willingness to pay is always equal to the market price in business-to-business transactions.
• C. In the business-to-business market, consumer surplus does not exist because firms always pay their maximum willingness to pay.
• D. Consumer surplus is irrelevant in business-to-business markets because only individual consumers experience surplus.

Answer: (A)

Verified step by step guidance

1. Step 1: Understand the concept of consumer surplus. Consumer surplus is the difference between the maximum amount a buyer is willing to pay for a good or service and the actual price they pay. It represents the net benefit to the buyer from the transaction.
2. Step 2: Recognize that willingness to pay (WTP) is the maximum price a buyer is ready to pay for a product or service. It is a subjective valuation that varies across buyers and situations.
3. Step 3: Apply these concepts to the business-to-business (B2B) market. Just like individual consumers, businesses have a maximum willingness to pay for inputs or services, and if they pay less than this amount, they gain consumer surplus.
4. Step 4: Evaluate the statements given: - The statement that consumer surplus arises when a business pays less than its maximum willingness to pay aligns with the definition of consumer surplus. - The statement that willingness to pay is always equal to market price is incorrect because market price can be lower or higher than WTP. - The statement that consumer surplus does not exist in B2B markets is false because firms can and do experience surplus. - The statement that consumer surplus is irrelevant in B2B markets is incorrect because surplus applies to all buyers, including businesses.
5. Step 5: Conclude that the true statement is the one that correctly defines consumer surplus in the B2B context: consumer surplus arises when a business pays less than its maximum willingness to pay.