Which of the following statements concerning "value pricing" is FALSE?
A) Value pricing tries to build customer loyalty.
B) Companies using value pricing guarantee what they offer.
C) Value pricing involves setting a fair price level for a marketing mix that meets customers' needs.
D) Value pricing means using "budget" or "cheap" prices.
E) The focus of value pricing is on the customer's requirements-and the whole strategy.

Question

Quizplus · Accepted Answer

The statement "Value pricing means using 'budget' or 'cheap' prices" is false. Value pricing involves setting a fair price level for a marketing mix that delivers superior value to the customer, which may not necessarily mean low prices. Value pricing is about offering the right product at the right price that resonates with the customer's perceived value.

Which of the Following Statements Concerning "Value Pricing" Is FALSE