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Marginal cost of the service

When directory assistance adds to the variable costs of cell phone Company, in that case the efficient price for directory assistance from the vantage point of society as an entire would be: (w) zero. (x) one that covered the average cost of the service. (y) one that covered the marginal cost of the service. (z) one that covered the total cost of the service.

Please choose the right answer from above...I want your suggestion for the same.

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