of a set of logical steps to plan a marketing organization's adaptation to the marketplace of opportunities (Kotler, 2005).
There are three levels of analysis within marketing system analysis. These three levels are as follows (Kotler, 2005):
The first level is exchange system analysis. Exchange system analyzes assesses marketing transactions from the perspective of the motives of the parties to such transactions.
The second level is organizational marketing analysis. This level involves an analysis of the environments affecting marketing organizations.
The third level is macro environmental analysis. Macro environmental analysis deals with the totality of the interacting institutions in society, including the economic system, legal system, political system, and cultural system.
Exchange system analysis is significant, regardless the concept of marketing applied. It is a necessary part of the process for an understanding of just what each of the parties to a transaction desires from the tran
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