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?

REVIEW QUESTIONS

  1. What types of companies engage in marketing?
  2. What is the difference between nonprofit marketing and social marketing?
  3. What can individuals do for themselves that would be considered marketing?