Chapter 1

Chapter 1

marketing is all around us

Section 1.1 Marketing and the Marketing Concept

Section 1.2 The Importance of Marketing

Section 1.3 Fundamentals of Marketing

Section 1.1

Marketing and the Marketing Concept

CONNECT Suppose you had to market yourself as a student. What are your strengths?

Copyright ? by McGraw-Hill Education. All rights reserved.

Section 1.1

Marketing and the Marketing Concept

? Describe the scope of marketing. ? Describe each marketing core function. ? Explain the marketing concept.

Copyright ? by McGraw-Hill Education. All rights reserved.

Section 1.1

Marketing and the Marketing Concept

To be a successful marketer, you need to understand the marketing skills, marketing core functions, and basic tools of marketing.

Copyright ? by McGraw-Hill Education. All rights reserved.

Section 1.1

Marketing and the Marketing Concept

? marketing ? goods ? services ? marketing concept

Copyright ? by McGraw-Hill Education. All rights reserved.

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