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.

Who Does Marketing?

LEARNING OBJECTIVE

  1. Describe how the various institutions and entities that engage in marketing use marketing to deliver value.

The short answer to the question of who does marketing is "everybody!" But that answer is a bit glib and not too useful. Let's take a moment and consider how different types of organizations engage in marketing.