Marketers must determine the prices of products on the basis of which of the following concepts?

• A. Producers' marginal cost
• B. Consumers' willingness to pay
• C. Government-imposed price floors
• D. Historical average prices

Answer: (B)

Verified step by step guidance

1. Understand the concept of pricing from a microeconomic perspective, which involves setting prices based on the value perceived by consumers rather than just costs or regulations.
2. Recognize that producers' marginal cost refers to the additional cost of producing one more unit, which is important for supply decisions but not the sole basis for pricing.
3. Learn that government-imposed price floors are legal minimum prices that can affect pricing but are not a fundamental pricing concept marketers use to set prices.
4. Focus on the concept of consumers' willingness to pay, which reflects the maximum price a consumer is ready to pay for a product, capturing the demand side of the market.
5. Conclude that marketers base prices primarily on consumers' willingness to pay because it aligns price with perceived value, maximizing potential sales and profits.