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CH 17] Business 101 17-1

Chapter 17

Principles of Marketing

Objectives

Master the material in this chapter and you will be able to:

1. Explain how marketing's role in the exchange process
creates utility.

2. Identify the major functions of marketing.

3. Define the marketing concept.

4. Discuss how a marketing strategy is developed.

5. Explain the five environmental forces that influence
marketing decision making.

6. Discuss the concept of a market.
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7. Outline why the study of consumer behavior is important
to marketing.

8. Explain the marketing research function.

9. Outline and explain the bases used to segment markets.

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