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Chapter 2: Why marketing matters?

Learning Objectives

  • Explain why the marketing function matters
  • Explain why the customer is the cornerstone of marketing
  • Describe the concepts of segmentation and targeting
  • Describe the marketing mix
  • Explain how organizations use the marketing mix (often called the four Ps) to market to their target customers
  • Understand the role of a marketing plan as a guiding document for marketing activities

 

License

Introduction to Fundamentals of Successful Marketing Copyright © by Roy Larke. All Rights Reserved.