LO 11-1

Define marketing and describe the exchange process.

LO 11-2

Specify the functions of marketing.

LO 11-3

Explain the marketing concept and its implications for developing marketing strategies.

LO 11-4

Examine the development of a marketing strategy, including market segmentation and marketing mix.

LO 11-5

Investigate how marketers conduct marketing research and study buying behavior.

LO 11-6

Summarize the environmental forces that influence marketing decisions.