196 Outcome: What Is Marketing?

What you’ll learn to do: define the term “marketing”

Marketing is more than just banner ads, television commercials, and people standing on the side of the road dressed up like the Statue of Liberty during tax time. It’s a complex set of activities and strategies that influence where we live, what we wear, how we conduct business, and how we spend our time and money. Marketing activities are conducted in an environment that changes quickly both in terms of customer demand and the methods by which consumers obtain information and make purchases. However, before you learn about these complex variables, you will need a good working definition of marketing. The following video has one (actually two).

Now that you have that under your belt, let’s move ahead so that you’ll have more than just a definition—you’ll have an understanding of marketing!

LEARNING ACTIVITIES

The learning activities for this section include:

• Reading: Defining Marketing
• Self Check: What is Marketing?

Take time to review and reflect on this activity in order to improve your performance on the assessment for this section.