Which statement best describes value-based pricing compared to cost-plus pricing?

• A. Value-based pricing sets price based on customer-perceived value; cost-plus pricing adds a markup to cost.
• B. Value-based pricing ignores customer value and focuses on production cost.
• C. Cost-plus pricing uses the customer perceived value to set price.
• D. Cost-plus pricing is cheaper than value-based pricing.

Answer: (A)

Value-based pricing focuses on what customers believe the product is worth—the benefits, differentiation, and their willingness to pay for those advantages. You set the price to reflect that perceived value, rather than just recouping costs. In contrast, cost-plus pricing starts from the actual production cost and adds a fixed markup to cover profit and overhead, regardless of how customers value the offering.

So the best description is that value-based pricing sets price based on customer-perceived value, while cost-plus pricing adds a markup to cost. The other statements misstate the role of value in pricing or assume relationships (like value being ignored, or cost-plus always being cheaper) that aren’t inherently true.