1.1 Introduction to Marketing

Have you ever participated in, or observed, a word association exercise?  A word is stated, and the participant is supposed to say the first thing that comes to mind.   Try it. What comes to mind when you hear ‘dog’?  ‘home’?  ‘snack’?  ‘marketing’?   While your answers might have varied quite a bit for the first three words, it is highly likely that for ‘marketing’ your answer was ‘sales’, ‘promotion’, or ‘advertising’.  That is completely understandable!  As consumers, we are overwhelmed by the number of promotions aimed at us.  But promotions are a small part of marketing: they are just the most visible part.  In this course, you will learn the role marketing plays in business and in society, the specific functions marketers perform, and the skills necessary to implement an effective marketing strategy.  To avoid natural biases and preferences on the part of authors, this text will incorporate writings and examples from multiple authors and sources.  As we start this marketing journey, try to suspend what you think you know about marketing, and any judgement you may have on the discipline.  Open your mind, see the possibilities. Let’s get started!