Site MapHelpFeedbackChapter Objectives
Chapter Objectives
(See related pages)

After reading this chapter you should be able to:

  1. Define marketing and identify the requirements for marketing to occur.


  2. Explain how marketing discovers and satisfies consumer needs.


  3. Distinguish between marketing mix elements and environmental forces.


  4. Explain how organizations build strong customer relationships and customer value through marketing.


  5. Describe how today's customer relationship era differs from prior eras oriented to production and selling.


  6. Explain how marketing creates utilities for consumers.







To learn more about the book this website supports, please visit its Information Center.
(c)2009 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Notice.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.


Kerin Marketing 9eOnline Learning Center

Home > Chapter 1 > Chapter Objectives