Upon completion of this chapter, the student will be able to answer the following questions:

1. How is marketing and marketing management defined today?
2. How has the marketing concept evolved?
3. What is the marketing mix and how is it affected by change?
4. How will marketing management continue to change in the twenty-first century?
5. What strategies are being used to focus on customer satisfaction?
6. How will organizations build markets for the long term?