In theory, both parties must receive more than what they give. Exchange is the act of obtaining a desired object from someone by offering something in return.
Because it can sometimes be difficult to assess the fairness of complex exchanges, it is important for everyone involved in marketing to maintain ethical business practices, such as ensuring the quality of the product and avoiding deceptive marketing tactics.
People play different roles — friend, parent, boss, client, customer, or employee — depending on the exchange during the communications process. What Are Markets The Market is People: Since exchange involves two or more people, the market can be thought of as people, individuals, or groups.
Again you have gone through and completed an exchange process.
Companies must also consider other consumer stimuli such as past experiences, education, health, and genetics when developing communications for certain target markets.
Parsons - "The Social System" N.