Overview: The primary goal of this first chapter is to help dispel misconceptions that students have about what is marketing. Much time is devoted to helping the student understand what is marketing. In addition to providing the standard definition of marketing and the marketing concept, the terms and concepts which are used in these definitions are also examined. The evolution of the marketing concept and the role of marketing in society are also discussed. Levi Strauss is the focus of the real people, real choices segment.

Objectives

1. Define the marketing concept.
2. Describe the marketing mix.
3. Understand the basics of marketing planning.
4. Describe the evolution of the marketing concept.
5. Explaing how marketing is important to both individual and business customers in the marketplace, in our Daily lives, and in society.
6. Explain marketing's role within an organization.