Marketing occurs when people decided to satisfy needs and wants through exchange relationship .Exchange is the act of obtaining a desired object from someone by offering something in return.In the broadest sence ,the marketier tries to bring about a response to smoe market offering.The response may be than simply buying or trading products and services.A political candidate, for instance ,wants votes ,a church wants membership, an orchestra wants an audience, and a social action group wants idea acceptance.
Marketiing consists of action taken to build and maintain desirable exchange relationships with target audiences involving a product ,services, idea or other objects. Beyond simply attracting new customer and creating transactions,the goal is to retain customers and grow their business with the company. Marketing wants to build strong relationships by consistently delivering superior customer value. We will expand on the important concept of managing customer relationships.