Page 300 - Introduction to Business

8

Marketing Basics

Introduction Learning Objectives

The Definition of Marketing After studying this chapter, you should be able to
Markets 1 Explain the different aspects of the
Consumer Market definition of marketing.
Business-to-Business Market 2 Explain the importance of marketing.
Government Market
3 Describe the major types of markets
International Markets and their importance.
The Marketing Environment 4 Identify and describe the components
Competition of the marketing environment.
Technology 5 Distinguish between marketing
The Economy information systems and marketing
The Legal and Political Environment research.
Culture 6 Identify and understand companies’
chief objectives.
Obtaining Information About Markets and
the Environment 7 Describe the concept of niche market-
Marketing Information Systems ing and explain the advantages of
Marketing Research employing a niche marketing strategy.
Databases 8 Discuss the importance of customer
service programs and how they should
Objectives
be conducted.
Strategies
Managing Customers
Analyzing Customers
Customer Satisfaction
Customer Service
Careers in Marketing

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