Client needs planned, personalized communication that influ-
ences purchasing decisions and enhances future
business opportunities. It also includes selling in the
profit. You will learn more about the marketing
concept in Chapter 2.
1.1 ASSESSMENT
Reviewing key Terms and Concepts
1. What is an exchange?
2. Which of the seven functions of marketing
were illustrated in the average day described
in this section?
3. Which of the seven functions of marketing
were not illustrated in that same discussion?
Thinking Critically
4. How is a presidential political campaign
an example of marketing?
Integrating Academic Skills
5. COMMUNICATION Write three questions
that could be used to survey students' satis-
faction with the prices, selection, and quality
of food served in your school cafeteria.
6 Unit 1 - The World of Marketing