Ch 1: Overview of Marketing

About This Chapter

Work through this chapter at your own pace to get a fully dimensional overview of marketing. You can review these convenient lessons and quizzes any time you want to improve your basic marketing knowledge, study for an exam, earn course credit or give your grades a boost.

Overview of Marketing - Chapter Summary

Check out this series of simple and engaging marketing lessons to study the foundations of the field. Our expert marketing instructors show you memorable examples of marketing applications, the marketing mix, customer value, marketing budgets and much more. If you need any extra help understanding the chapter's topics, you can submit questions to our instructors. You can also take the accompanying lesson quizzes and chapter exam to check your understanding of these basic marketing terms and concepts. By the end of the chapter, you should be equipped to:

  • Understand the fundamental applications of marketing
  • Explain the elements of the marketing mix
  • Assess the importance of customer value in marketing
  • Define several marketing concepts, including market share and marketing-oriented companies
  • Evaluate the applications of marketing budgets, metrics, analytics and sales forecasts

8 Lessons in Chapter 1: Overview of Marketing
Test your knowledge with a 30-question chapter practice test
Introduction to Marketing: Definition and Applications

1. Introduction to Marketing: Definition and Applications

In this introductory video lesson on marketing, you'll learn what marketing is, how it's used to reach consumers and why it's important to businesses. You'll also see how exchange is related to marketing.

The Marketing Mix: Product, Place, Price & Promotion

2. The Marketing Mix: Product, Place, Price & Promotion

A marketing plan is the central part of the overall marketing strategy. A marketing plan's main focus is the marketing mix, which consists of product, place, promotion and price decisions. All four elements are very flexible and have many options. The main purpose of the marketing mix is to effectively communicate with the target market.

What is Customer Value? - Marketing & Definition

3. What is Customer Value? - Marketing & Definition

In this lesson, we will learn the meaning of customer value and discover how consumers use customer value to make buying decisions. We'll also learn why companies must establish and maintain a high customer value for their products and services.

What is a Marketing Concept? - Definition & Examples

4. What is a Marketing Concept? - Definition & Examples

One of the biggest challenges for businesses today is attracting customers and keeping them. They do so through effective marketing. This lesson will identify five different approaches to marketing philosophies and provide examples for each.

Marketing-Oriented Company: Definition & Examples

5. Marketing-Oriented Company: Definition & Examples

Learn what a marketing-oriented company is and how a company can become more marketing-oriented. See examples of marketing-oriented companies, and take a short quiz.

What is Market Share? - Definition & Overview

6. What is Market Share? - Definition & Overview

Market share often will determine whether you succeed or fail in business. In this lesson, you'll learn about it and some of its key concepts. A short quiz follows the lesson.

Marketing Analytics & Metrics

7. Marketing Analytics & Metrics

In this lesson, we'll describe marketing analytics and metrics as well as predictive analytics and how these are used in today's marketing environment.

Sales Forecasts, Marketing Metrics & Marketing Budgets

8. Sales Forecasts, Marketing Metrics & Marketing Budgets

Various tools in the marketing world can be useful for projecting and tracking plans and goals. In this lesson, you'll learn more about sales forecasts, marketing metrics, and marketing budgets.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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