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A Twenty-First Century Guide to Aldersonian Marketing ThoughtMatching and Sorting: The Logic of Exchange

A Twenty-First Century Guide to Aldersonian Marketing Thought: Matching and Sorting: The Logic of... Chapter 10 MATCHING AND SORTING: THE LOGIC OF EXCHANGE Wroe Alderson Exchange is essentially the act of improving the assortments held by the two parties to the exchange. Without the aid of organized marketing facilities, an individual seeking to acquire a product which could enhance the potency of his assortment was typically faced with a long and difficult search. Exchange was costly in human effort and confined to a very limited range of economic goods so long as the matching of small segments of supply and demand had to take place through such individual pairings. Economic progress has consisted largely in finding more efficient ways of match- ing heterogeneous supply and heterogeneous demand. Matching can be divided into the three phases of shaping, fitting, and sorting, the first two concerned with the form and the specific application of a product. Sorting as a means of accomplishing effective matching is roughly equivalent with the domain of mar- keting as compared with production. Four aspects of sorting are discussed, each playing an essential part in marketing processes. Among these four aspects of sorting, economics has emphasized allocation or the breaking-down of a homo- geneous supply. Marketing theory gives relatively greater emphasis http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtMatching and Sorting: The Logic of Exchange

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
143 –163
DOI
10.1007/0-387-28181-9_10
Publisher site
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Abstract

Chapter 10 MATCHING AND SORTING: THE LOGIC OF EXCHANGE Wroe Alderson Exchange is essentially the act of improving the assortments held by the two parties to the exchange. Without the aid of organized marketing facilities, an individual seeking to acquire a product which could enhance the potency of his assortment was typically faced with a long and difficult search. Exchange was costly in human effort and confined to a very limited range of economic goods so long as the matching of small segments of supply and demand had to take place through such individual pairings. Economic progress has consisted largely in finding more efficient ways of match- ing heterogeneous supply and heterogeneous demand. Matching can be divided into the three phases of shaping, fitting, and sorting, the first two concerned with the form and the specific application of a product. Sorting as a means of accomplishing effective matching is roughly equivalent with the domain of mar- keting as compared with production. Four aspects of sorting are discussed, each playing an essential part in marketing processes. Among these four aspects of sorting, economics has emphasized allocation or the breaking-down of a homo- geneous supply. Marketing theory gives relatively greater emphasis

Published: Jan 1, 2006

Keywords: Marketing Channel; Jigsaw Puzzle; Future Contingency; Purchasing Agent; Marketing Agency

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