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A Twenty-First Century Guide to Aldersonian Marketing ThoughtTransactions and Transvections

A Twenty-First Century Guide to Aldersonian Marketing Thought: Transactions and Transvections Chapter 15 Wroe Alderson A transaction is a product of the double search in which customers are look- ing for goods and suppliers are looking for customers. It is an exchange of information leading to an agreement concerning the marketing of goods. This agreement is a joint decision in which the customer agrees to take the goods offered and the supplier agrees to sell at the stated price and terms. There is always explicit or implicit negotiation in which each side measures the current opportunity by its next best alternative. In general, the customers can either accept or reject the good offered. In the latter case the customer is holding his money for some other use. The supplier can either sell or withhold his goods from the market, in the latter case hoping to find a more eager customer. 1. Routine and Negotiated Transactions It is useful to divide transactions into fully negotiated transactions and routine transactions. A fully negotiated transaction is usually one of strategic impor- tance to one or both parties. It can be strategic because it is controlling for a number of transactions which are to follow and which will take place within the framework established http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtTransactions and Transvections

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Alderson, Wroe
A Twenty-First Century Guide to Aldersonian Marketing Thought — Jan 1, 2006
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Publisher
Springer US
Copyright
© Springer Science+Business Media, Inc. 2006
ISBN
978-0-387-26175-1
Pages
229 –249
DOI
10.1007/0-387-28181-9_15
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 15 Wroe Alderson A transaction is a product of the double search in which customers are look- ing for goods and suppliers are looking for customers. It is an exchange of information leading to an agreement concerning the marketing of goods. This agreement is a joint decision in which the customer agrees to take the goods offered and the supplier agrees to sell at the stated price and terms. There is always explicit or implicit negotiation in which each side measures the current opportunity by its next best alternative. In general, the customers can either accept or reject the good offered. In the latter case the customer is holding his money for some other use. The supplier can either sell or withhold his goods from the market, in the latter case hoping to find a more eager customer. 1. Routine and Negotiated Transactions It is useful to divide transactions into fully negotiated transactions and routine transactions. A fully negotiated transaction is usually one of strategic impor- tance to one or both parties. It can be strategic because it is controlling for a number of transactions which are to follow and which will take place within the framework established

Published: Jan 1, 2006

Keywords: Trading Relation; Service Wholesaler; Marketing System; Time Utility; Marketing Process

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