What is Marketing?

Read this chapter, which defines and discusses the four components of marketing, identifies the various institutions and entities that engage in marketing activities, and emphasizes the importance of marketing in society. This chapter also outlines the marketing plan.

Defining Marketing

Review Questions

  1. What is the marketing mix?
  2. How has marketing changed from the four Ps approach to the more current value-based perspective?
  3. What is the personal value equation?