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Lesson 1 — Study Materials

What is Marketing?

According to the American Marketing Association (AMA, www.ama.org), marketing is:

“The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

You can also think of marketing as:

  • a process that involves planning and implementing
  • the conception, pricing, promotion, and distribution
  • of goods, services, ideas, experiences, or persons
  • to create exchanges
  • that satisfy individual needs or desires
  • and/or organizational goals