Learning Objectives

After reading this chapter, you should be able to:

• Define marketing and describe the exchange process.

• Specify the functions of marketing.

• Explain the marketing concept and its implications for developing marketing strategies.

• Examine the development of a marketing strategy, including market segmentation and marketing mix.

• Investigate how marketers conduct marketing research and study buying behavior.

• Summarize the environmental forces that influence marketing decisions.

• Assess a company's marketing plans and propose a solution for resolving its problem.