Marketers use data to determine pricing strategies such as:

• A. price discrimination based on consumers' willingness to pay
• B. charging a single fixed price regardless of demand
• C. setting prices equal to marginal cost for all consumers
• D. ignoring consumer surplus when setting prices

Answer: (A)

Verified step by step guidance

1. Understand the concept of price discrimination: it involves charging different prices to different consumers based on their willingness to pay, allowing firms to capture more consumer surplus and increase profits.
2. Recognize that charging a single fixed price regardless of demand does not utilize consumer data to tailor prices and is a simpler pricing strategy without discrimination.
3. Know that setting prices equal to marginal cost for all consumers is a competitive pricing strategy aimed at efficiency, not based on consumer willingness to pay.
4. Realize that ignoring consumer surplus when setting prices means the firm does not consider how much consumers value the product, which is contrary to using data for pricing strategies.
5. Conclude that marketers use data primarily to implement price discrimination based on consumers' willingness to pay, as this strategy leverages consumer information to optimize pricing.