INTRODUCTION

Marketing is, conventionally, an empirical discipline based on a number of minor concepts and reasoning. There are several definitions but no actual, fundamental theory. A generally acceptable definition, in essential confirming to the conventional view, would be:

”Marketing is a discipline uniting activities aimed at enhancing the poten-tial for sales of goods and services.”

The lack of fundamental theoretical definitions has been one complicating factor in the understanding and, consequently, relations between different functions in companies, especially the departments of product development, marketing and sales.

Besides marketing ”as such”, according to accepted definitions, it is possible to identify marketing driven activities, like product development and industrial design (”styling”).

The activity in a market, money and products incessantly changing hands, can be explained by two principles:

1. The dynamics of a market requires that the same commodity is differ-ently evaluated by different actors and in different situations.

2. Driving force for a transaction is on hand when an actor evaluates the utility he wants higher than the one he trades.