This chapter covers the following topics:

10.1 What is Marketing?

10.2 Understanding the Strategic Marketing Process

10.3 Step 1: Conducting a Situational Analysis

10.4 Step 2: Market-Product Focus & Goal Setting

10.5 Step 3: Marketing Program (Marketing Mix, Marketing Strategies, 4 P’s)

Adaptations:

This Chapter has been adapted from Principles of Marketing

This Chapter has been adapted from Fundamentals of Business: Canadian Edition

This Chapter has been adapted from Sports Marketing