During the value-based era, manufacturers and retailers recognized they needed to give their customers greater value than their competitors did.
Value-based marketing era can be described as the era where people gone beyond a production or selling orientation and and move to discovery as well as and satisfying their customers' needs.
Thus, During the value-based era, manufacturers and retailers recognized they needed to give their customers greater value than their competitors did, however, Value-based pricing can be described as the price-setting and this is been seen in the case whereby the company primarily relies on its customers' perceived value as regards the goods or services being sold
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