needs, desires and demands: the need is an internal state of tension caused when there is a balance between what is required and what has or has. When the needs are translated or embodied in specific objects we meet the desires, ie, desires are oriented needs specific to the individual satisfactions. Demand is the desire to acquire a product, but with the addition that has to be able to buy it (economic, access, legal). The marketing does not create needs, these are inherent in people, marketing oriented desires and creates demand for certain product and brand, eg need to quench thirst, desire to make lemonade, cola brand demand xx. Value and Satisfaction: the value is the customer relationship established between the benefits (functional status, etc.) that receives the product being offered and the cost (financial, time, effort) that represents purchase.Satisfaction is the set of feelings of pleasure or disappointment that a person has to compare the performance or perceived result of a product with the expectations that had it. Exchange: it involves the participation of two or more parties give something to get something in return, these exchanges have to be mutually beneficial between the company and the customer, to build a long term successful relationship.
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