마케팅의 핵심 개념에 관한 국가 간 비교 연구 -미·일 마케팅 연구에서의 교환 및 거래 개념에 대한 인식의 변화를 중심으로-

While it is intended to describe the nature of marketing or to decide how to control the direction of marketing activity, the understanding of the core concept of marketing, is necessarily required. There have been some theories discussing the core concept of marketing, and these theories are characteristically suggested by two marketing research groups. One is represented by an American research group deliberating the concept of ‘exchange’, the other appears to be the majority of Japanese marketing researchers considering the application of ‘transaction (so-called torihiki)’. The perception of exchange and transaction concepts has been evolved following marketing paradigm shifts occurring when the scope of marketing was extended. In marketing history, the exchange paradigm is a perceptive framework of its mode, which suggest a shift from economic exchange, through social exchange, to relational exchange. The transaction paradigm is assumed to have been changing from the stimulus-response paradigm, through exchange paradigm, to relationship paradigm. This study pursues the processes of how the exchange and transaction paradigms have shifted, and emphasizes why we should understand the specified meanings of exchange and transaction of marketing. In addition, this study might provide some suggestions toward the development of theories regarding the core concept of marketing, which may well be applied to future marketing practices.