Chapter Summary:

In this first chapter, we lay the groundwork for our study of the field of marketing with a look at marketing's key concepts and the important tasks marketers perform.  Coverage includes a close examination of the definition of marketing.  A dissection of the key terms in the definition shows that marketing's primary focus is to identify and satisfy customers in a way that helps build a solid and, hopefully, sustained relationship that encourages customers to continue doing business with the marketer.  We also show how marketing has evolved from a process centered on simply getting as many people as possible to purchase a product to today's highly complex efforts designed to build long-term customer relationships.  Additionally, we'll see marketing is not only necessary for individual organizations, it also carries both positive and negative influences at a broader societal level.  Finally, we look at the key characteristics that define successful marketers.

Index of Key Issues Covered:

  • Marketing Defined
  • The Marketer's Toolkit
  • Marketing's Role
  • Criticisms of Marketing
  • Ethical and Social Concerns
  • The Successful Marketer

Links to Cited References:

  1. For information on the carbon footprint concept and how this impacts business decision-making see: Foundation
  2. "Google Analytics." Google
  3. "Google Code of Conduct." Investor Relations - Alphabet
  4. "Code of Ethics and Standards of Practice." Canadian Marketing Association
  5. "Support GMO Labeling." Ben & Jerry's Ice Cream



KnowThis: Marketing Basics Book


$30 for Print
(322 pages)

KTMB3 Front Book Cover 120x171KnowThis: Marketing Basics, 3rd Edition offers in-depth coverage of marketing and is ideal for the marketing novice, the marketing educator, the marketing professional and anyone else who needs to know about marketing.This book includes more than 60% new material not found on

For more information including taking a look inside, Click Here.