Skip to main content

This flow diagram has four central terms: ‘Benefits’, leading into ‘Customer’, to ‘Value’, to ‘Supplier’, leading back to ‘Benefits’. There are two arrows pointing towards ‘Supplier’ and are labelled ‘External influences’ and ‘Internal influences’. There are two arrows pointing towards ‘Customer’ and are labelled ‘External influences’ and ‘Internal influences’.

 1.4 Marketing as an exchange process