The intent of this article is to foster a better understanding of why consumers buy your products, and of how marketing activities can help this process and give you a competitive edge. Marketing goes beyond the narrow viewpoint of being only retailing, promotion, and advertising. Using a broader perspective, successful marketing today means the seller must consider the buyer, and act to facilitate the exchange of products or services so that both parties gain in some way.
Successful marketing involves an exchange process .
Usually, the grower trades product for money, and the buyer trades money for product. Although there may be several exchanges, the money ultimately comes from the final consumer. So, producers need to think of the final consumer as the buyer . To participate in the exchange, the producer-seller must gain, or will not survive in the long run. If there are several exchanges, each seller must gain.