The marketing and exchange

The market and the exchange are two basic concepts that need to be aware of before you enter fully analyse marketing concept.

These two concepts are very important for the marketing, because they are the ones that enable the activities of marketing.

The Exchange is that the action of giving to a person or company value of a product by another product that holds the equivalent value to the product received.

The Exchange arises when an individual or company needs to meet a need, but do not have the product to fill their need, it is in this moment that seeks to another person or company that owns the product you need. The person holding the product that this person looking spirit wish to receive something in return for the delivery of their product, which seek to change other product characteristics at a value equivalent to delivering this. This exchange of goods creates what we call market.

The market is formed by individuals or companies that exchange products to meet their needs or desires. For that there must be a market the following phenomena:

1. Individuals or companies should exchange products;

2. They exist to meet needs or desires;

3. Individuals or companies should possess products with exchange value, i.e., must have money to spend;

4. Individuals or businesses must have the desire to spend their value products.

If these conditions are not given the market does not exist. Using the concept of exchange can be added that the approach which has been given to the exchange differently throughout history.

This approach to make the exchange has been accompanied by a series of activities which have sought to facilitate the exchange. This article highlights three times in the historical evolution of the exchange.

A first time lies before the industrial revolution. During this period the products were developed through a handicraft so that the production was very low. This low production offered little products to market so many people failed to meet their needs. At this time demand exceeds supply.

It is for this reason that during this period all the activities were focused on achieving higher levels of production to meet unmet demand.

At this point everything that was produced was sold with ease. This need to reach higher production levels led to the search for alternatives that permit. Thus began analysing ways to production, which led to develop options systematic production more mechanized and generating what is known as the Industrial Revolution. This technological advance gender creating centres of production (factories) with capacities greater production. The increased supply of products, as well as the variety of products.

With this reality, in which the volumes were higher, it was more difficult to sell products. The supply exceeded demand and the range was greater.

For this reason, if the producer wanted to sell their products had to convince buyers that its product was better than the rest who were in the market. To carry out this activity to persuade customers to contract people to that end, is emerging as sellers.

Sellers had the mission to sell the products it develops the industry for which worked. The seller was in direct contact with buyers who must convince to buy their product.

Thus, there is a second stage in the evolution of the exchange. In this second period activities are focused on the sale.

The sellers were the novelty and were responsible for doing all those activities that would lead to higher sales volumes.

In these two instances that have been reviewed, namely the approach to the production and the approach to the sale, the companies tried to adjust demand to supply their producers. In these two instances a producer designing a product, it develops and then trying to sell it.

The overproduction and the wide variety of products made that buyers had more options which could choose. That diversity of options meant that manufacturers began to put more attention on the behaviour of its customers and the market.

Approximately after the Second World War was beginning to develop a new way of approaching the exchange of products. Now the focus of the activities are geared to the customer. Before designing and developing a product is conducting a study on consumers.

In this third time activities seeking customer satisfaction, for which businesses seek to coordinate all its activities to develop products covering customer expectations.

In this new approach the companies no longer seek to adjust supply to demand, but on the contrary, seeks to match supply with the characteristics of the demand. Now the client is in charge and there is what the customer wants to buy and this is what we have to sell.

This has been the evolution that has taken the approach which has made the exchange. It has moved the focus from production to the sale of up to the currently used to marketing that puts the customer as the main factor.