Business Fundamentals was developed by the Global Text Project, which is working to create open-content electronictextbooks that are freely available on the website http://globaltext.terry.uga.edu. Distribution is also possible viapaper, CD, DVD, and via this collaboration, through Connexions. The goal is to make textbooks available to the manywho cannot afford them. For more information on getting involved with the Global Text Project or Connexions email us atdrexel@uga.edu and dcwill@cnx.org.
Editor: Dr John Burnett (Daniels College of Business, University of Denver, USA)
Reviewer: Dr Asit Sarkar (University of Saskatchewan, Canada)
As you read this chapter, you should develop an understanding of the following key marketing concepts:
- the important role marketing can play in the success of an organization
- the various kinds of marketing
- the strategic workings of marketing components
- understand the various bases for market segmentation
- understand the role of marketing research
- understand the behavior of the individual consumer in the marketplace
- understand the primary tools available to marketers and how they are used