The story on "Value marketing" (Cover Story, Nov. 11) quotes a woman who rebukes her own choice of a costly Coach handbag. Her vow to "never do it again" implies that this manufacturer's prices are not justified by the quality of the product. On the same page your article goes on to praise Sara Lee for knowing how to deliver value while retaining a healthy profit margin. Surprise! Guess who owns Coach leatherware? Oh, and by the way, my Coach briefcase has outlasted others (of half the price) 3 to 1. I guess value is in the eyes of the consumer.