06:57 Chapter Nine Video Question 1 1 pts Although Washburn makes and sells guitars targeted toward


06:57 Chapter Nine Video Question 1 1 pts Although Washburn makes and sells guitars targeted toward four different market segments with four different price points, company executives have expressed the concern that low prices are hurting the perception of Washburn's quality. Within the context of this situation, which of one of the following statements is false? There is nothing wrong with Washburn offering basic guitars at lower prices to the price-sensitive market segment, and souped-up guitars at higher prices to the market segment that seeks quality. Since Washburn's four market segments likely value different things, it is perfectly acceptable for the company to charge customers in the different segments different prices for different guitars. The guitar market, like most markets, has customer segments that value different things. Washburn's concern that the lower-priced guitars are negatively influencing customers' perceptions of quality is not justified because price never serves as a cue to quality. 1 pts Question 2

 
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