To determine the value of a good in the eyes of consumers, a firm can:

• A. Calculate the production cost of the good
• B. Set the price equal to marginal cost
• C. Estimate consumers' willingness to pay for the good
• D. Analyze the market supply curve

Answer: (C)

Verified step by step guidance

1. Understand that the value of a good to consumers is best captured by their willingness to pay, which reflects the maximum amount they are ready to spend for the good based on the utility or satisfaction they expect to receive.
2. Recognize that production cost and marginal cost relate to the firm's perspective on pricing and supply, but do not directly measure consumer valuation or preferences.
3. Recall that setting price equal to marginal cost is a strategy for efficient allocation or competitive pricing, not a method to determine consumer value.
4. Note that analyzing the market supply curve provides information about quantities firms are willing to supply at different prices, but does not reveal consumer valuation.
5. Conclude that estimating consumers' willingness to pay involves methods such as surveys, experiments, or analyzing demand curves, which directly capture how much consumers value the good.