Module 1 - What is Marketing
What Is Marketing?
Why explain what marketing is and how it’s used? When you hear the term “marketing,” what comes ...
Marketing Defined
What you’ll learn to do: define marketing Marketing is more than just banner ads, television com...
Marketing Defined
What Is Marketing? Marketing is a set of activities related to creating, communicating, delive...
Marketing in Action
Identify evidence of marketing in everyday life In this section, you’ll get a chance to explore ...
Marketing in Action
Marketing is all around you. Enter a store, walk down the street, visit the Internet, or glance t...
The Marketing Concept
Company Orientation and the Marketing Concept In every transaction between a buyer and seller, t...
Marketing and Customer Relationships
Describe the role of marketing in building and managing customer relationships The marketing con...
Marketing and Customer Relationships
Customer Relationship Management: A Strategic Imperative We have stated that the central purpose...
How Organizations Use Marketing
Describe how different types of organizations, such as nonprofits, consumer product (B2C) firms, ...
How Organizations Use Marketing
Although we often think of marketing in the context of for-profit businesses and product sales, a...
Value of Marketing
Explain how marketing creates value for the consumer, the company, and society For some people, ...
The Value of Marketing
Marketing can mobilize attitudes and behavior around a common vision. It is a powerful medium for...
Questions
1. The term that best describes the process of identifying, satisfying, and maintaining customer ...
Glossary
Advertising: The practice of promoting a product, service, or idea through various media, suc...