Price Pricing is the only revenue generating element of the marketing mix Pricing is a means of attracting and communicating an offer to a potential buyer Pricing is a competitive tool Pricing can be used to position the product or service in the marketplace Copyright 2001 by Harcourt, Inc. All rights reservedCopyright © 2001 by Harcourt, Inc. All rights reserved. 11-2 Price Pricing is the only revenue generating element of the marketing mix. Pricing is a means of attracting and communicating an offer to a potential buyer. Pricing is a competitive tool. Pricing can be used to position the product or service in the marketplace