RIVERSIDE, Calif. -- There's value, and then there's value. if.-based Vons Cos.' "Vons Is Value" advertising campaign head-on in the Riverside-San Bernardino area of southern California with an ad that proclaimed, "Ralphs Means Value." The Ralphs ad, which ran only once, followed a move by the chain to lower "thousands" of prices at its 27 Inland Empire area stores. In the ad, Ralphs cited its own price surveys that showed it "really does have lower prices" than Vons. Vons, now operating ...

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