REPLIESFor all Discussions, each reply must incorporate at least 1 scholarly citation in the current APAformat and 1 Biblical principle/verse (Note: for each reply for the Discussion: DisruptiveMarketing, at least 1 Biblical verse needs to cited, in current APA format, under the BiblicalIntegration subject header). Any sources cited must have been published within the last fiveyears, except for the Bible.
Reply # 1
Price and the Marketing Mix
Among the four Ps of the marketing mix—Product, Price, Place, and Promotion—Price holds a uniquely powerful role. While the other elements influence perception, distribution, or messaging, price is the only element that directly generates revenue. It is both a strategic and tactical tool, shaping consumer behavior, communicating brand value, and determining profitability. In today’s hyper-competitive and digitally transparent marketplace, strategic pricing is more than assigning a dollar amount—it is about psychological positioning, dynamic responsiveness, and long-term value creation. This discussion explores why price may be the most critical of the four Ps, synthesizing insights from recent scholarly research and biblical principles.
The Strategic Role of Price in the Marketing Mix
Price determines how consumers perceive the value of a product or service. According to Madhavedi et al. (2024), pricing decisions are central to both customer acquisition and retention. Their study demonstrated how pricing strategies interact with other marketing mix elements to influence consumer satisfaction and loyalty. Unlike product features or promotional messaging, which require time to shift perceptions, pricing can immediately change the appeal of a product in the market.
Dhurkari (2023) expanded on this by emphasizing how strategic pricing decisions require a multidimensional approach. Using the Analytic Hierarchy Process (AHP), his research revealed that managers must balance cost structure, competitive dynamics, customer perception, and brand strategy. In doing so, pricing becomes a strategic lever that influences positioning and differentiation. Firms that treat pricing reactively often miss out on opportunities to maximize profitability and brand equity.
Wilkins and Ireland (2022) examined the importance of margin management in fast-moving consumer goods (FMCG) markets. They found that consumers are highly sensitive to small pricing shifts, especially when price changes are coupled with perceived alterations in quantity or quality. Pricing, therefore, is a balance between delivering value and maintaining margins. Their research also indicated that well-executed pricing strategies can reinforce trust and preference, leading to long-term customer loyalty.
Why Price May Be the Most Important P
While each P in the marketing mix contributes to the overall strategy, price is the most immediate and measurable reflection of value exchange. Shin et al. (2025) conducted a study on state-branded food products and found that among all marketing mix variables, price had the strongest influence on brand equity dimensions such as perceived quality and brand loyalty. This underscores how pricing is not merely about revenue—it is a communication tool that signals quality, exclusivity, affordability, or sustainability.
Another critical reason price stands out is its ability to drive or deter demand. Especially with the advent of artificial intelligence and real-time data analytics, companies can now implement dynamic pricing models that respond to market fluctuations and consumer behavior (Wilkins & Ireland, 2022). This capability turns pricing into a proactive marketing function, helping firms smooth out demand, optimize supply chain utilization, and manage customer segmentation more effectively.
Biblical Integration: Stewardship, Fairness, and Value
Scripture also offers wisdom on the topic of pricing, emphasizing the importance of integrity, stewardship, and justice. Proverbs 11:1 (NIV) states, “The Lord detests dishonest scales, but accurate weights find favor with him.” This passage speaks directly to the ethical aspect of pricing. In a marketplace increasingly scrutinized for predatory pricing or deceptive practices, Christian business leaders are reminded to pursue fairness and transparency.
Luke 14:28 (NIV) advises, “Suppose one of you wants to build a tower. Won’t you first sit down and estimate the cost to see if you have enough money to complete it?” Pricing not only affects customers; it impacts an organization’s ability to plan, grow, and sustain operations. This verse reflects the stewardship aspect of pricing—organizations must responsibly calculate costs and price their offerings in a way that ensures both customer value and business sustainability.
Romans 13:7 (NIV) further emphasizes our obligation to honor fair compensation and value exchange: “Give to everyone what you owe them… if respect, then respect; if honor, then honor.” This can be interpreted in marketing as charging a price that respects both the customer’s expectations and the company’s efforts. In pricing, as in all business dealings, biblical wisdom calls for mutual respect, transparency, and ethical accountability.
Conclusion
Price is more than a numerical value—it is a message, a strategy, and a moral statement. It signals quality, aligns with customer expectations, manages perceptions, and secures profitability. Among the four Ps, it is the most fluid, responsive, and impactful in terms of market dynamics and bottom-line results. Recent research supports the conclusion that price not only influences customer acquisition and retention but also shapes brand equity and operational effectiveness (Madhavedi et al., 2024; Shin et al., 2025). From a biblical standpoint, pricing decisions are a form of stewardship that must be approached with integrity, fairness, and foresight.
Ultimately, marketers who master the art and science of pricing—while honoring biblical values—are better equipped to serve both their organizations and their customers faithfully. Pricing, when aligned with principle and strategy, becomes a powerful tool to fulfill both business goals and godly responsibilities.
References
Dhurkari, R. K. (2023). Strategic pricing decision using the analytic hierarchy process. Journal of Revenue and Pricing Management, 22(1), 85–100. to an external site.
Holy Bible, New International Version. (2011). Biblica, Inc. to an external site.
Madhavedi, D. S., Sudhaker, P., Prathima, C., & Chakradhar, G. (2024). A study on marketing mix elements (product, price, place, promotion) and their interplay in driving customer acquisition, retention. Turkish Journal of Computer and Mathematics Education, 11(3), 2649–2655. to an external site.
Shin, Y. H., Im, J., & Moon, H. (2025). An investigation of the relationships among marketing mix variables and brand equity dimensions: State-branded food products. Journal of Quality Assurance in Hospitality & Tourism, 26(1), 111–140. to an external site.
Reply # 2
Price
Price is the exchange value customers are willing to pay for a product or service. Price not only includes the monetary value the customer must part with but also represents the time and effort they sacrifice to acquire the product. In the 4Ps marketing mix, price must be in alignment with the other elements of product, place, and promotion. Anderson et al. (2006) examined the customer value proposition (CVP). This concept entails creating value for the customer through three kinds of value propositions: all benefits, favorable points of difference, and resonating focus (Anderson et al., 2006). According to Anderson et al. (2006), managers view the CVP as a promotional and advertising copy from the marketing department, failing to realize the contribution of the CVP to superior business performance. The all benefits CVP lists all the benefits the customer receives from their product. The favorable points of difference CVP recognizes that the customer has an alternative. The customer is usually asking the question, “Why should our firm purchase your offering?’ (Anderson et al., 2003, p.94). The final CVP examined by the authors is the resonating focus, which should be the gold standard of the CVPs. This CVP requires the suppliers to provide a CVP that makes their offerings superior in the elements that matter most to the customer.
Fournier and Lee (2009) examined the effect of community brand on customer brand loyalty and dispelled seven myths about maximizing value for the firm. Findings by Fournier and Lee (2009) suggest that a brand community is not a marketing strategy, but rather a business strategy that serves its members. A significant myth dispelled by the authors is that online social networks are key to community strategy, when, in reality, they are just a tool, not a community strategy. Additionally, tightly managed and controlled communities are not thriving, but communities by and of the people defy managerial control. Strong brand communities foster customer loyalty, reduce marketing costs, authenticate brand meanings, and generate ideas to drive business growth (Fournier & Lee, 2009).
Price Sensitivity
Lee et al. (2020) examined the impact of power distance belief (PDB) on consumers’ price sensitivity. According to Lee et al. (2020), multiple factors have led to an erosion of corporate pricing power. The recent economic slowdown, sluggish income growth, and a rise in the use of online price comparison tools have all contributed to the erosion of corporate pricing power. Many firms are struggling to raise or maintain their prices. Likewise, there is a renewed interest from firms to understand what influences consumers’ price sensitivity and which consumer segments are more or less sensitive. The goal of Lee et al.’s (2020) research was to examine the link between PDB and consumers’ price sensitivity. One finding is that individuals high (vs low) in PDB are less price sensitive. The authors also found that it has a greater influence as a cultural factor on price sensitivity. These findings will aid managers in their determinations regarding pricing, segmentation, and targeting decisions. Managers will be able to reduce price sensitivity on low-PDB consumers through marketing stimuli such as slogans, evoking a high need for closure, and increasing social density.
Pricing in Higher Education
Naidoo et al. (2022) examined the recruitment of international students in the university setting. The continuing commercialization of higher education is evident in the latest estimates from the World Trade Organization (WTO), which show that trade in higher education accounted for approximately eight percent of global services in 2019, compared to three percent in 2005 (Naidoo et al., 2022). Countries such as New Zealand, the United Kingdom, Ireland, Canada, and the United States recognize that the recruitment of international students is now a significant business. Naidoo et al. (2022) found that managers of relatively less reputable higher education institutions (HEIs) need to be price sensitive to market conditions and engage in competitive pricing. At the same time, universities with a reputable standing appear to have a competitive advantage, as their superior branding leads to higher prestige and recognition. Driving this prestige advantage are numerous actions undertaken by these universities, including maintaining high academic standards, launching innovative programs, and being selective in student admissions and according and according to Naidoo et al. (2022), enhancing the marketing of higher education, especially how resources can underpin pricing capabilities for higher education institutions (HEIs).
Lim et al. (2020) examined the strategic management of higher education institutions (HEIs) with graduate programs, providing empirical insights into the marketing mix of HEIs. According to Lim et al. (2020), HEIs that offer graduate programs are being pressured by the marketplace because of an imbalance caused by a shrinking pool of candidates and an ever-increasing number of institutions offering graduate degree programs. To exacerbate the problem, higher education institutions (HEIs) worldwide have experienced stagnant growth in applications in recent years and are struggling to remain viable (Lim et al., 2020). Findings include that HEIs need to engage in niche marketing, focusing on subsets of the broader target market. However, HEIs should engage in mass marketing strategies targeted at encouraging applications for undergraduate degree programs.
Biblical Integration
As stated previously, pricing refers to the exchange value that customers are willing to pay for a product or service, and it is sometimes considered the most important element of the marketing mix strategy. Bible verses that integrate seamlessly into the element of price are first found in the Book of Proverbs, which proclaims, “Honor the Lord with your wealth, with the first fruits of all your crops; then your barns will be filled to overflowing” (New International Bible, 1978/2011, Proverbs 3:9-10). This verse speaks to giving one’s best in a business context; the interpretation of first fruits can be the core value or uniqueness of the firm’s product or service. A business committed to excellence, which aligns its price with that commitment, leads not for the company, but for its stakeholders. The second Bible verse is from the Book of Matthew, which proclaims, “Heal the sick, raise the dead, cleanse those who have leprosy, drive out demons. Freely you have received; freely give” (New International Bible, 1978/2011, Matthew 10:8). This verse encourages firms to consider how they make their products available to the targeted customers and mainly if core offerings stem from a gift. Not necessarily to give everything away, but to recognize what is freely received and then provide value to others. The third verse comes from the Book of Leviticus: “Use honest scales and honest weights, an honest ephah and an honest hin. I am the Lord your God, who brought you out of Egypt” (New International Bible, 1978/2011, Leviticus 19:36). This verse directly condemns deceptive practices. It promotes honesty in all dealings—no hidden fees, consistent pricing, and a commitment to avoiding price gouging.
Conclusion
In conclusion, to determine the consistent price or exchange of value customers are willing to pay, Anderson et al. (2006) examined the CVP. The CVP enables the firm to create value for its products, resulting in superior business performance, as research by Fournier and Lee (2009) suggests. Strong brand communities lead to increased business growth, reduced costs, and enhanced customer loyalty. Lee et al. (2020) studied the impact of PDB on consumers’ price sensitivity. The authors’ research will aid managers in reducing price sensitivity through marketing stimuli and increasing social density. Research by Lim et al. (2020) examined how strategic management can improve marketing programs for graduate studies in higher education. Lee et al. (2020) examined the effect of power distance on price sensitivity.
References
Anderson, J., Narus, J., & van Rossum, W. (2006). Customer value propositions in business markets. Harvard Business Review, 84(3), 90-149.
Fournier, S., & Lee, L. (2009). Getting brand communities right. Harvard Business Review, 87(4).
Lee, H., Lalwani, A., Wang, J., Lalwani, A., & Wang, J. (2020). Price no object! The impact of power distance belief on consumers’ price sensitivity. Journal of Marketing, 84(6), 113–129. to an external site.
Lim, W., Jee, T., & De Run, E. (2020). Strategic brand management for higher education institutions with graduate degree programs: Empirical insights from the higher education marketing mix. Journal of Strategic Marketing, 28(3), 225––– 245. to an external site.
Naidoo, V., Roy, R., Rabbanee, F., & Wu, T. (2022). Drivers of tuition fee setting practices for higher education institutions involved in international student recruitment. Journal of Marketing for Higher Education, 1–26. to an external site.
New International Bible. (2011). The NIV Bible Online. work published 1978)
