In the 4 P's that comprise the marketing mix, price refers to the disutilities given up by consumers. These disutilities include:
A) cash or credit card debt.
B) time or inconvenience.
C) psychological risk.
D) A and B only
E) A, B, and C

Question

Quizplus · Accepted Answer

Price in the marketing mix not only refers to the monetary cost (cash or credit card debt) but also encompasses the time or inconvenience and psychological risks associated with acquiring a product or service. These are all considered disutilities or sacrifices that consumers make.

In the 4 P's That Comprise the Marketing Mix, Price