Which of the marketing mix elements corresponds to what the buyer gives up in the marketing exchange?

(A) Product

(B) Price

(C) Promotion

(D) Distribution

(E) Place

The correct answer is (B) Price.

Explanation:

The price is a marketing variable that comes to synthesize, in a large number of cases, the commercial policy of the company. On the one hand, we have the needs of the market, set in a product, with certain attributes; on the other, we have the production process, with the consequent costs and profitability objectives set. That is why the company must be in charge, in principle, of setting the price it deems most appropriate.

For the potential customer, the value of the product is expressed in objective and subjective terms, since it has a very particular scale when computing the different attributes of which it is composed, hence the denomination of expensive or cheap it gives them. However, for the company the price is a very important element in its marketing mix strategy, along with the product, distribution and promotion.