basic exchange, although funders and program providers are also involved in subsidiary exchanges.
2. Each party buyer and seller must have something which could be of value to the other. Although many types of 4exchanges are possible, most concern the exchange of a product or service for money. A public radio station's product may be obtained by listeners without cost. Thus, the product must be sufficiently worthwhile to some listeners to cause them to pay for it through contributions to assure that the product will continue to be provided.
3. Each party to the transaction must be capable of communicating with the other.
4. Each party must be capable of delivery.
5. Each party must be free to either accept or to reject the offer from the other party.
Through the exchange process, the role of marketing in today's world is to enable organizations to identify unful filled needs of people, to convert these needs into opportuni ties, and, in the process, create satisfaction for customers and profit for the
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