Gators, Inc., a store that specializes in University of Florida merchandise, centered its marketing plan on the objective to increase sales by 50%. This was based on the assumption that the Gators would be playing in the National Championship game. Because of the unexpected firing of Coach Zook and the not-so-hot season, Gators, Inc. set its objective too high. Fortunately, Gators, Inc. included an alternate way to increase sales by 30% into its marketing plan, just in case the football team was not as successful as anticipated. This is an example of:

What is the difference between total utility and marginal utility? a. marginal utility is subject to the law of diminishing marginal utility while total utility is not. b. total utility represents the consumer optimum while marginal utility gives the total utility per dollar spent on the last unit. c. total utility is the total amount of satisfaction derived from consuming a certain amount of a good while marginal utility is the additional satisfaction gained from consuming an additional unit of the good. d. marginal utility represents the consumer optimum while total utility gives the total utility per dollar spent on the last unit.