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

 

License

Icon for the Creative Commons Attribution 4.0 International License

A Great Marketing Textbook Copyright © 2022 by Curtis Brown, Jr. is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.