The element of the marketing mix that corresponds to what the buyer gives up in the marketing exchange is Price. Price represents the amount of money or other resources that the buyer sacrifices or gives up to obtain the product or service. It is the trade-off the buyer makes in the exchange process, balancing the perceived value of the product against the cost to acquire it
. In the marketing exchange, the buyer offers something of value-typically money-in return for the product or service offered by the seller. This "giving up" is captured by the Price element of the marketing mix, which directly relates to the buyer's sacrifice in the transaction
