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Firms that choose to use a fixed-price policy:
Opportunity Cost
The cost of what is forgone in order to pursue a certain action; the value of the best alternative option that is not selected.
Subjective Values
The notion that the value of goods and services is determined by the preferences and perceptions of individuals, rather than by intrinsic characteristics.
Decision Making
The process of selecting among available alternatives based on the preferences and values of the decision-maker.
Sunk Cost
A cost that has already been incurred, cannot be recovered, and thus is irrelevant for present and future economic decisions.
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