Salesmanship
CHAPTER NO 1 MARKETING
NATURE AND SCOPE OF MARKETING
Most often marketing is associated with the efforts of the business firms selling their goods and services. However careful examination of what happening in these business situations suggests that broader notion of, marketing is not only appropriate but also highly useful.
EXCHANGE AS THE FOCUS
Marketing can occur any time a person or organization strives to something of value with another person or organization. Thus the essence of marketing is a transaction or exchange . in this broad sense, marketing consist of activities designed to generate and facilitate exchanges intended to satisfy human or organizational needs or wants.
Exchange is one of the three ways we can satisfy our needs. If you want to something you can make it yourself, acquire it by theft or some form of corrosion, or you can offer something of value to a person who had that desired thing or service and will exchange it for what you can offer. Only this last alternative is an exchange in a sense that marketing is occurring. The following conditions must exist for a marketing exchange to take place:
Two or more people or organization must be involved, and each must have needs and wants to be satisfied. If you are totally self sufficient in some area there is no need for an exchange
The parties to the exchange must be involved voluntarily
Each party must have something of value to contribute in the exchange, and each must believe that it will benefit from the exchange in the case of an election, for example , the thing of value are the votes of the electorate and the representation of the voters by the candidate.
The parties must communicate with each other. The communication can take many forms or may even be through a third party, but without awareness there can be no exchange.
These exchange conditions
NATURE AND SCOPE OF MARKETING
Most often marketing is associated with the efforts of the business firms selling their goods and services. However careful examination of what happening in these business situations suggests that broader notion of, marketing is not only appropriate but also highly useful.
EXCHANGE AS THE FOCUS
Marketing can occur any time a person or organization strives to something of value with another person or organization. Thus the essence of marketing is a transaction or exchange . in this broad sense, marketing consist of activities designed to generate and facilitate exchanges intended to satisfy human or organizational needs or wants.
Exchange is one of the three ways we can satisfy our needs. If you want to something you can make it yourself, acquire it by theft or some form of corrosion, or you can offer something of value to a person who had that desired thing or service and will exchange it for what you can offer. Only this last alternative is an exchange in a sense that marketing is occurring. The following conditions must exist for a marketing exchange to take place:
Two or more people or organization must be involved, and each must have needs and wants to be satisfied. If you are totally self sufficient in some area there is no need for an exchange
The parties to the exchange must be involved voluntarily
Each party must have something of value to contribute in the exchange, and each must believe that it will benefit from the exchange in the case of an election, for example , the thing of value are the votes of the electorate and the representation of the voters by the candidate.
The parties must communicate with each other. The communication can take many forms or may even be through a third party, but without awareness there can be no exchange.
These exchange conditions