1. Define marketing, and apply the marketing concept to both forprofit and nonprofit organizations.
2. Describe the four Ps of marketing.
3. Summarize the marketing research process.
4. Show how marketers use environmental scanning to learn about the changing marketing environment.
5. Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
6. Compare the business-tobusiness market and the consumer market.