... pp. 26). This means that the theory of utility is about the worthiness of a good or service and about those individuals (consumers) that attempt to maximize the total utility provided by goods and services that they acquire and consume. The utility of a product can be divided in measurable or marginal utility and in non measurable or derived utility. Since we're interested in the marginal utility will analyzed it shortly. Total and marginal utility It is known that when the price of a product raises the quantity of demand is falling and the opposite. There are exceptions from this rule that are most effected by profitable reasons. We are interested in this, because we'll base on this rule to explain the negative relationship between price of a product and its demand. This can be explained with the theory of marginal utility. (Nikolaos G. Marmatakis, "Theoritiki Oikonomiki", Thessaloniki, 1983). As we mentioned before, the ...

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