Chapter 1: Marketing’s Value to Consumers, Firms, and Society Most of the time we don’t realize when we encounter the idea of “marketing” because it’s become second nature. Chapter 1 of “Essentials of Marketing” attempts to define marketing on a more personal level. We use marketing as a part of our everyday lives; the places we shop, the electronics we use, the goods and services we buy, and even our interactions with other people. Professor Gentry defined marketing as “providing people with what they want for perceived mutual benefit”, which realistically most of us do during the course of the day. With the understanding that “marketing” circulates our everyday lives, …
Continue reading →