Which of the Following Statements Is Untrue

Which of the following statements is untrue?

A) Product perishability can signify that it can be justified to set a product's selling price below its variable cost of production.
B) If using cost mark up pricing, setting the prices for a restaurant menu is more straight forward than setting beverage prices in a bar.
C) A percentage mark up on cost is not the same as a gross profit margin percentage.
D) Low price elasticity signifies that a hotel has scope to raise its room rate during the busy season.
E) Due to inconsistency of products, it can be hard for a hotel to conduct direct price comparisons with its competitors to the same degree as companies operating in the retail sector.