Chapter 2: Marketing Function

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



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Introduction to Marketing - MKTG 3433 Copyright © 2022 by WCOB Marketing Faculty is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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