Material Detail

In this course, you will learn about the marketing process and examine the range of marketing decisions that an organization must make in order to sell its products and services. You will also learn how to think like a marketer, discovering that the focus of marketing has always been on the consumer. You will begin to ask who the consumer of goods and services is, what the consumer needs, and what the consumer wants. Marketing is an understanding of how to communicate with the consumer, and is characterized by four activities:

• Creating products and services that serve consumers
• Communicating a clear value proposition
• Delivering products and services in a way that optimizes value
• Exchanging, or trading, value for those offerings

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