The Exchange Of Cost Research, And Marketing Mix Strategies

Marketing theories mainly came from economics, and its research is for theneeds of lessening the exchange costs, how to make the exchange process betweensellers and buyers more efficient is the essence issue what marketing should solve.Marketing by the definition of Philip Kotler is a societal process by whichindividuals and groups obtain what they need and want through creating, offering, andfreely exchanging products and services of value with others.But, in my point of view, most of the marketing activities of firms are notcentered on marketing essence, namely how to fix the exchange issue and to make theexchange this societal process more efficient.Most of books and papers related to marketing don't consider how to tackle therealistic problems of firms from the angle of the marketing essence, so we can'tutilize the related theories in different ways, don't even say to trace these roots andfigure out the essence of these problems, in this kind of situation, it's very hard for thefirms to carry out the marketing activities well.In most of the cases, marketing mix is used separately or not really treated as amix to solve the realistic difficult issues, the reason is that our firms didn't know howto fix the exchange issue which is the essence of marketing, so they also didn't havethe strategic view and work out the efficient marketing plans.This passage will closely stick to "exchange costs" which is the core of thewhole paper, and illustrate every exchange cost which happen in the exchange process,and then demonstrate how to utilize the marketing mix to tackle these exchange cost,namely solve the essence of marketing for digging the economic significance behindmarketing mix.