Whole Foods is sometimes called "Whole Paycheck." Historically a high priced grocer, it has often been recommended that they lower prices to increase value. Instead they have added more sustainable sourcing and a "Values Matter" initiative. This reinforces the concept that: (pick the best choice)

a. premium pricing always creates better results.

b. exchange is easy with a well-defined target market.

c. products create value, pricing is not important in the value equation.

d. price is not synonymous with value.