Chapter 1: What is Marketing?

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:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. Chu, K., “Fast-Food Chains in Asia Cater Menus to Customers,” USA Today, September 7, 2010.
  2. “New Retail Strategies: Offering a Better Fit for Today’s Careful Consumers,” Knowledge@Wharton, August 31, 2011.
  3. ZenithOptimedia, Press Release, July 13, 2011.
  4. The World Bank website.
  5. Gregory, S., “Is Vitaminwater Really a Healthy Drink?” Time, July 30, 2010.,8599,2007106,00.html
  6. Hunt, W. and A. Reid, “2011 Trends in Packaging,” Brand Packaging, December 27, 2010.
  7. Snider, M., “Sony: Credit Card Data at Risk in PlayStation Hack,” USA Today, April 27, 2011.
  8. D’Innocenzio, A. “Wal-Mart Plan to Use Smart Tags Raises Privacy Concerns,” USA Today, July 25, 2010.
  9. Google Analytics website.
  10. Angwin, J., “The Web’s New Gold Mine: Your Secrets,” Wall Street Journal, July 30, 2010.
  11. Google Investor Relations website.
  12. Spiro, J., “How to Write a Code of Ethics for Business,” Inc. Magazine, February 24, 2010.
  13. Canadian Marketing Association website.|K=225849
  14. Spiro, J., “How to Write a Code of Ethics for Business,” Inc. Magazine, February 24, 2010.
  15. Ben & Jerry’s Ice Cream website.
  16. Elliott, S., “A Brand That Takes a Stand,” New York Times, October 17, 2011.
  17. World Trade Organization press release, April 7, 2011.
Chapter 2: Marketing Research
Appendix: Marketing to the Connected Customer