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.