People in obtaining products through four ways. First, by producing its own. For example, one can eliminate hunger by hunting, fishing, or picking fruit. Second, by forcing. People who are hungry to seize or steal food from others. Third, by begging.
People who are hungry can approach others and beg for food. Fourth, the exchange (exchange). People who are hungry can offer a resource in return for food such as money, goods, or services. Marketing occurs when people decide to satisfy needs and wants through exchange.
Exchange is the act of obtaining a desired item from someone by offering something in return. There are several conditions that exchanges can occur, ie there are at least two parties, each party has something that might be valuable to the other party, each party is able to communicate and perform submission, each party is free to accept or reject the exchange offer. And the last, each side believes that the other party is negotiating with feasible and useful.
The new exchange will occur if both parties can agree on the terms of exchange, which would make them better than before the exchange. Exchanges are perceived as value creation process due to the exchange generally makes both parties better.
Exchange should be seen as a process, not as an event. Both parties involved in the exchange if they are negotiating and leading to an agreement. When the agreement was reached, it can be said that a transaction has occurred. Transactions are trade values between two or more parties.
There are several conditions in the transaction, which is at least two things of value, agreed terms, the approval time, and where approval. Usually used to strengthen the legal system and force the parties to a transaction stick.
Without any legal agreement, the transaction will be looked at with suspicion and all parties will lose. In the most general ideas, marketer trying to get a response behavior (behavioral response) of the other party. A company wants a response in the form of a purchase, prospective politicians want a response in the form of voice, social organizations want the response of the idea. Marketing includes actions taken to get the expected response from the intended audience.
In order to be successful exchanges, marketers analyze what is expected to be obtained and provided by each party of a transaction. A simple exchange can be mapped to describe the two actors and the desire and offers around them. For example, a manufacturing company of heavy equipment, researched the desired benefits of certain construction companies when buying heavy equipment. The benefits of this form of instrument of high quality, reasonable price, timely delivery, good financing terms, as well as parts and good service.
All the desired benefits are not the same and can differ from one buyer to another. One of the tasks of heavy equipment companies are finding buyers over the relative importance of different desires it.
Similarly, for the heavy equipment company also expects the desired benefits, a good price for the equipment, payments on time, and the word of mouth is good. The process to obtain a mutually agreed terms is called negotiation. Negotiations leading to the requirements agreed upon or a decision not to conduct a transaction.