Question

A major marketing newsletter has asked you to write a guest article dealing with how marketing is used to build relationships with customers and other stakeholders through the effective creation of exchanges. You are delighted to have the chance to be published in such a well-known publication. It should be a significant boost for your professional career. Which of the following statements are true about marketing and the creation of exchanges?

A) Marketing primarily focuses on one-time transactions and not long-term relationships.
B) Exchanges in marketing can include both products and services.
C) Building relationships with customers is not a key goal of marketing.
D) Effective exchanges benefit both customers and marketers.

Answer 1

Marketing uses the creation of exchanges to build relationships with customers and stakeholders. Exchanges can include both products and services, and they benefit both customers and marketers.

Step-by-step explanation:

In marketing, the creation of exchanges is a key strategy used to build relationships with customers and stakeholders. It involves offering products or services in exchange for something of value, such as money or information. Exchanges in marketing can include both products and services, making statement B true. Effective exchanges benefit both customers and marketers as they fulfill customers' needs or wants while generating revenue and fostering customer loyalty, making statement D true.