It Is Often Said That Marketing Is About Managing the Exchange

Multiple Choice

It is often said that marketing is about managing the exchange process. In an exchange one person or organisation gives up something of value (e.g. a product) in return for something else of value (e.g. money) . If an exchange is based on good marketing principles, who benefits most and how?

A) The seller manages to overcharge the customer without them realising it
B) The buyer gets away without paying
C) The seller persuades the customer that the product is better than it really is
D) It's a fair exchange that makes both seller and buyer happy
E) It's the most profitable exchange for the seller