What Is Marketing?
Objective 11-1 Explain the concept of marketing and identify the five forces that constitute the external marketing environment.
As consumers, we are influenced by the marketing activities of people like Michelle Phan and by companies like L’Oreal, Apple, and Pizza Hut that want us to buy their products rather than those of their competitors. Being consumers makes us the essential ingredients in the marketing process. Every day, we express needs for such essentials as food, clothing, and shelter and wants for such nonessentials as entertainment and leisure activities. Our needs and wants are major forces that drive marketing.
What comes to mind when you think of marketing? Most of us think of marketing as advertisements ...
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