This document provides an introduction to marketing concepts including the 4 Ps (product, price, place, promotion), market selection, the 4 Cs (company, consumer, channel, competitors), and the marketing process. It discusses key participants in marketing like the company, consumer, and competition. It also defines marketing as a human activity aimed at satisfying needs and wants through exchange.

1. Introduction to Marketing - Prof. Benson shapiro - Prof. Thomas V. Bonoma

2. Distribution Communication Promotion Place Whom to Sell ? What to Sell ? What price should be charged ? Where/How to Sell ? How to communicate ? Price Product 4 Ps Market Selection

3. Participants Company Consumer Channel Competitors Decision Making Unit 4Cs

4. Decision Making Process Consumer Goods Industrial Goods Channel Competition

5. Marketing Art & Science Right Concept to Right Situation

6. Marketing Analysis Template Marketing Process Market Segmentation Situational Analysis Breakeven analysis & profitability projection Market Research

7. Producer (product/service) Consumer (need) Marketing Activities

8. A human activity directed at Satisfying needs and wants through exchange process - Phillip Kotler