Value-based marketing requires that firms charge a price that customers perceive as giving them a good value for the product they receive.

Question

Quizplus · Accepted Answer

Value-based marketing is focused on providing a good value proposition to the customer, which includes setting a price that matches the perceived value of the product or service. Therefore, it is true that firms should charge a price that customers perceive as giving them a good value.

Value-Based Marketing Requires That Firms Charge a Price That Customers