JU involves setting prices based on the costs for producing, distributing, and selling the product plus a fair rate of return for effort and risk. ut of a. Competition-based pricing O b. Break-even pricing OC. Cost-based pricing Od Value-based pricing 32 A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools? out of a. the marketing mix b. product line filling c. the promotion mix d. the product mix