1. The nature and character of the exchange process
I Lesson

2. 1. Defining the concept and basic components
Five conditions of exchange:
The existence of at least two interested parties,
2. Each page has a value for exchange
3. The ability of each party to communicate and deliver
4. Each party is free to make a decision
5. Mutual interest

3. The four main components of the exchange process:
1. Products and services
2. Information (technical-technological, institutional, market)
3. Finance
4. Social elements
Two main groups of customers:
1. Individuals
2. Organizational consumers - companies

4. 2. Sharing in theory and practice
Microeconomic theory
The theory of social exchange
The theory of social connectedness

5. The manufacturing enterprise orientation:
Internally oriented (preoccupied with its own problems)
tendency towards decreasing costs (economies of scale)
contacts with the market periodic and sporadic
The market research is expense, not investment
Are not inclined to change
Marketing / market orientation companies:
Maximizing profit better and more successful by delivering the required value to customers in relation to competition,
Are open to change,
Marketing costs are seen as an investment requirement for making a profit - consumer satisfaction

6. The role of marketing in sales
What is the marketing: business function, concept, scientific discipline and ultimately the belief that the company's profits may lead to the maximum in the long run only if the needs and demands of consumers and satisfy better than the competition and if they can deliver value that is slightly above expected.
How will the product and at what price will sell: depends on what customers want and how much they are willing to pay for it.

7. 3. Participants environment in the process of exchange
The environment is a set of forces and factors that may be controlling and partially or totally outside the control of market operators. The forces and factors affecting the ability of efficient and effective operations.

8. Macro environment:
1. Economic
2. Social force
3. Political and legislative powers
4. Physical force
5. Technological forces

9. The microeconomic forces:
1. Customers
2. Distributors
3. Suppliers
4. Competitors