The book Strategy and Tactics of Pricing contains a great quote by Raymond Corey who taught at Harvard Business School in the 60s.
“All of marketing comes to focus in the pricing decision.”
The main purpose of marketing is to attract a customer to your product and influence the buyer’s perception of its value. A customer may love your product, but if the perceived value and the price don’t line up, you’ve got a problem. If you have a good product, you can probably survive lousy advertising and bad positioning, but if you screw up the pricing issue you’re not going to get everywhere.