I think a good marketing is a way you present and advertise your product even it is not the best in the market. From my experience, a good marketing strategy is to have a good idea to present your product in a creative way to attract and relate it to customer need. Also, I think marketing is not only about presenting your product and advertisement, but a good reputation. As Dr. Simon mentioned, if you have 10 customers like your product and tell other 10 customers. This is a really free marketing and I know a lot of small businesses depend on that. Like a lot of people rely on google reviews, etc. in my current job the marketing department take care of all the points mentioned above but not the price of the products because we have a lot of product lines, So a product manager will be responsible for the price part of the marketing. I believe for the price part it varies for one company to another.