传统观点认为,市场营销的内核是一种交换过程,在此过程中,两方或多方互换价值以满足彼此的需求。可以说,营销的过程就是创造和消除交换关系的过程。这种观点可以称之为“以交易为基础的营销观”,其战略焦点是,识别潜在买主,把他们变成客户,然后完成产品或服务的交易。交易型营销倾向于遵循如下的过程:寻找潜在客户、谈判、交货付款、结束交易。 The traditional view is that the marketing of the kernel is a process of exchange, in the process, two or more parties exchange value to meet each other’s needs. It can be said that the marketing process is to create and eliminate the exchange of relations between the process. This view can be called a “transaction-based marketing concept” whose strategic focus is to identify potential buyers, turn them into customers, and then complete the transaction of the product or service. Transactional marketing tends to follow the process of finding potential customers, negotiating, delivering payments, and closing deals.