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.
Answer: D. Value pricing means using "budget" or "cheap" prices.