Through coercion, hungry people can wrest or steal food from other except that of not being harmed. The begging stage sees them approaching others to beg for food and have nothing tangible to offer except gratitude. While the exchange level sees the hungry people offering some resources or some services for the purpose of exchange. The last approach, stated above, at acquiring products is where the marketing arises. Therefore exchange is the act of obtaining desired goods from one another by offering something in return.
Exchange is the defining concept underlying marketing.
Even though two management functions have kept on treating one another as a stepchild, a public relations department is always located at the corporate headquarters and its staffs are occupied with various public include stockholders, employees, government agencies, community leaders and the media or press on whom its success or failure depends. Marketing departments on the other case can be sited at the headquarters of the organisation with other units at the company branch offices. Its officers are fully engaged with retailers, wholesalers, industries and prospective customers at a major marketing event such as trade fairs. Based on their interwoven relationship in performance of duties, marketing and public relations can complement the efforts of one another in product publicity, which involves various efforts to publicise specific products, and corporate communication that covers internal and external communications and promote the better understanding of the organisation. Marketing Public relations can contribute to assisting in the presentation of innovative products, in creating continuous awareness of a developed services, in influencing the preference of target publics, in protecting products or services from public rejection and also at building the corporate image of the corporation in a way that projects favourably on its outputs.