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Henry Ford once said, "You can have any color of car you want—as long as it is black”

In your opinion where did Henry Ford go wrong when he said this?

KEY TERMS Marketing

› is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

marketing strategy› Is a company’s plan that identifies how it

will use marketing to achieve its goals

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UNDERSTANDING MARKETING

Marketing activities› As a consumer you are exposed to

marketing activities all of the time. These are activities resulting from the marketing functions.

Marketing businesses› All businesses must complete some

marketing activities even if that is not their focus.

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SLIDE 4

Marketing Functions