Marketing is shaped by forces and actions external to the company: A company’s marketing activities are influenced by internal and external factors. The external factors are social, technological, economic, competitive and regulatory changes which affecting the marketing of a company. The Suppliers, distributors and other institutions can also influence marketing a business. Finally, marketing is practiced both by individuals and by organizations and is present all around us. There are many types of transactions in Marketing:
There are four major types of transactions in Marketing found in today’s business:
1. Retail consumer = B2C= Business to Consumer Types of Transactions in Marketing
A Business to Consumer model is one where the retailers sell products or services directly to the consumers.
2. Sales between 2 businesses = B2B = Business to Business Types of Transactions in Marketing
Business to Business marketing involves the sale of one company’s products or services to another company.
3. Interstate consumer business = C2C = Consumer to Consumer Types of Transactions in Marketing (i.e. auctions on ebay)
Consumer to Consumer marketing involves the sale of one consumer’s products or services to another consumer.
4. Consumer to business =C2B Types of Transactions in Marketing
Consumer to Business marketing involves the sale of one consumer’s products or services to a Business (company). For example – A pawn shop.
Marketing is not only practiced in order to make profit, it is also practice in NPOs (not for profit) and schools. It is used not only in industrialized countries but also in developing countries. Marketing is often designed to benefit one industry or several companies simultaneously.
 The established marketing value the concept of value we can define a product as the ratio between the benefits obtained and the costs that result, or simply what one gets in return for what we give. The marketing value-oriented, is the fact that for a company to offer consumers a product or service that greatly exceed the costs levied by them, while ensuring a good return to the company
 Companies have three ways to compete with each other on the value of a product. The first is the transmission of information, the second is the quality and profitability of customer relationships and the last is the development of the balance between benefits and costs. In context of business, it is important to understand that it is not possible to create value consistently.
