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Marketing is an understanding of how to communicate with the consumer, and is characterized by four activities:
- Creating products and services that serve consumers
- Communicating a clear value proposition
- Delivering products and services in a way that optimizes value
- Exchanging, or trading, value for those offerings
The Principles of Marketing examination covers material that is usually taught in a one-semester introductory course in marketing. Such a course is usually known as Basic Marketing, Introduction to Marketing, Fundamentals of Marketing, Marketing, or Marketing Principles. The exam is concerned with the role of marketing in society and within a firm, understanding consumer and organizational markets, marketing strategy planning, the marketing mix, marketing institutions, and other selected topics, such as international marketing, ethics, marketing research, services, and not-for-profit marketing. Youre expected to have a basic knowledge of the economic, demographic, social, cultural, political, legal, and technological trends that are important to marketing.
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