How would marginal utility and market demand be affected by a rise in the price of a contemporary good?

To maximize total utility, consumers will always choose the marginal unit of the good that yields the most marginal utility per price. True False

We often find that for major sporting events (playoffs, Super Bowl, etc.) the quantity of tickets demanded is greater than the quantity of tickets supplied. How would the market solve this problem? Would consumers be better off or worse off? Why?

What is one consumer food or service for which in the last 10 to 15 years consumers preference has actually increased, and still, the price has decreased. Based on all the supply and demand determinants, what is a possible reason that could cause the decrease in the price of the suggested good.