Chapter XX Chapter Title
Contents
Part One
Marketing
Dynamics
What is marketing?
1
Marketing Is Dynamic! 
16
Marketing Defined  17
Marketing Is Dynamic  17
Marketing Is Customer-Focused  18
Marketing Is Relationships  19
Marketing Is International  19
Marketing Is the Four Ps  20
Marketing Is the Marketing Mix  23
Marketing Is the Marketing Plan  25
Is Marketing in Your Future?  27
The Mark Secchia Story—
Marketing Is International  28
2
Business Basics 
31
Economic Needs and Wants  32
The Exchange  33
Money  34
What Is Business?  35
Making a Profit  36
Forms of Business Ownership  36
The Functions of Business  38
3
The Marketing Concept 
42
Utility  42
The Marketing Concept  44
The Functions of Marketing  46
The Functions and the Marketing
Concept  48
4
Markets 
51
A Group of Buyers  52
Consumer Market vs. Business
Market  53
Customer vs. Consumer  57
Market Segments  58
Marketing Strategy  61
5
Social Responsibility 
65
What Is Social Responsibility?  66
Be Legal  67
Be Ethical  69
Be Philanthropic  72
Benefits of Social Responsibility  74