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After studying this chapter,
you will be able to
n state the main goal of marketing.
n describe each of the Four Ps.
n distinguish among good, service,
and idea.
n explain how marketers determine the
marketing mix.
n summarize the key elements of a
marketing plan.
Marketing Terms
marketing
customer
target market
Four Ps
product
good
service
idea
place
distribution
price
promotion
marketing mix
marketing plan
SWOT analysis
forecast
Look around. Have you seen any
marketing activities recently? Maybe you
saw a pop-up ad on Google. Perhaps a sales
associate helped you with a purchase at the
mall, 1-1. Advertising and selling are the
most visible marketing activities. However,
marketing is much more than advertising
and selling. Here are some other marketing
activities:
n developing a new video gaming system
n asking customers their opinion of new
computer software
n arranging financing for a purchase
n delivering beverages to a stadium
n ordering a new shipment of jeans
Marketing Is
Dynamic!