Abstract:

This paper treats the marketing activity as a system which relates the producer and his market. Cyberneticians call this an ecosystem, a. word which is a contraction of the phrase ‘ecological system'. Ecology is that branch of biology which studies the interaction of an organism and its environment. Thus the company which markets a product is an organism, and its markets' constitute a vital part of its environment. The company exists in other environments too: the financial environment, through which its funds are raised, the labour, environment, which provides its manpower; arid so on. But-it seems, that the market environment is important most of all: because it conditions the capacity of the organism to survive. Survival is the ultimate ecological sanction.