Many people dislike shopping at Kohl's because they always feel that they are being overcharged. Kolh's strategy is to set high prices, but then offer discounts, sales, and "Kohl's Cash." On the other hand, other people really like to show off their ability to "work the system" and get items from Kolh's at really low prices. Your textbook says, "Managing price expectations is as important as managing price." Please explain the meaning and importance of this sentence