Salesmanship (Complete Course Reference Material) DBA Part II 2
CHAPTER NO 1
NATURE AND SCOPE OF MARKETING
Most often marketing is associated with the efforts of the business firms sellingtheir goods and services. However careful examination of what happening in thesebusiness situations suggests that broader notion of, marketing is not onlyappropriate but also highly useful.
EXCHANGE AS THE FOCUS
Marketing can occur any time a person or organization strives to something of valuewith another person or organization. Thus the essence of marketing is a transactionor exchange . in this broad sense, marketing consist of activities designed togenerate and facilitate exchanges intended to satisfy human or organizationalneeds or wants.Exchange is one of the three ways we can satisfy our needs. If you want tosomething 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 orservice and will exchange it for what you can offer. Only this last alternative is anexchange in a sense that marketing is occurring. The following conditions must existfor a marketing exchange to take place:
Two or more people or organization must be involved, and each must haveneeds and wants to be satisfied. If you are totally self sufficient in somearea 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, andeach must believe that it will benefit from the exchange in the case of anelection, for example , the thing of value are the votes of the electorate andthe representation of the voters by the candidate.
The parties must communicate with each other. The communication can takemany forms or may even be through a third party, but without awarenessthere can be no exchange.These exchange conditions introduce number of terms that need elaboration. Firstthere are the parties involved in the exchange. On one side of the exchange thereis the marketer. Marketer takes the initiative ton by trying to stimulate andfacilitate exchanges. They develop marketing plans and programs and implementthem in the hope of creating an exchange. On the other side of the exchange is themarket which consists of people and organization with needs to satisfy and money
Arshad Zia Siddiqui
(M.Com, MCS, M.A Economics)