Describe how marketing has evolved over time, and outline the benefits and criticisms of marketing.

Ford Motor Company started production of the first Model T in 1913. Nearly 100 years later, the automobile manufacturer is still producing vehicles. Part of the company’s success is that it has changed its marketing concepts to meet the times. How has marketing evolved? How does marketing benefit the customer, the seller, and even society?

Describe the elements of a marketing strategy and the components of the marketing mix, and discuss how firms implement a marketing strategy by applying the marketing process.

Aaron Hoffman has a business idea to start a mobile pet-grooming service. An adviser told him that he needs to create a “marketing strategy.” What is a marketing strategy? Why is it necessary?

Explain how the marketing environment influences a firm’s ability to manipulate its marketing mix.

Amelia Russo runs an exclusive store that sells interesting and unique dress shoes and handbags for women. She gets much of her stock from Europe. However, the value of the U.S. dollar has fallen, increasing the cost she must pay for European products. In addition, the area in which the store is located is experiencing an influx of young, professional women who currently do not shop at her store. Amelia’s marketing environment is forcing her to change the way she does business. What is a marketing environment, and how can it constrain a business?

Describe the marketing research process, and discuss the elements of a good marketing plan.

Tiara Watson has decided to start a salon supply business. She knows that there is a demand for her service, but she wants to draw up a carefully organized marketing plan to ensure the success of her business. There are more than 100 salons in her region. What steps must she take to get her name known in the salon supply world? What can she do to ensure success in her new business?

Compare the buying decisions and marketing processes in the business-to-business market to those in the business-to-consumer market.

Will Giusto needs to buy a computer and is overwhelmed at the selection in front of him at the store. His girlfriend has a Mac, and his best friend has a top-notch gaming machine. Will is not looking for a name-brand computer or one with lots of features. What factors will help him choose one computer over another?