The statement "Place is what a customer must give up in order to receive the benefits" is: False.
Marketing mix is a marketing strategy and can be defined as those instrument that a company or an organization make use of so as to acheive their marketing aims and objective.
The statement is False because customers have to give up price so as to make it possible for them receive the benefits offered by the rest of a firm's marketing mix.
Therefore the statement is false.
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