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Chapter 1 Marketing is: (short version) ______________________ _________________________________________ Who is the guiding light of your business philosophy? ____________________ S___________ W__________ O___________ T____________ Understand the importance of studying marketing Explain what marketing is and describe important marketing functions Marketing is analyzing and satisfying consumer needs Explain why businesses need marketing Describe the functions of business Define the marketing concept Determine how the marketing concept is implemented Describe how businesses approach marketing differently today than they did in the past How is marketing changing business Marketing plays an important role in business operations It is essential to the success of manufacturers, retailers, government agencies, hospitals, law offices, schools, and churches All marketing activities should be directly related to the needs of customers.