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What is Marketing?

MarketingWhat is marketing? It’s a question that is essential to understanding modern business. And the answer has changed significantly over the years.

As recently as the 1950s, “marketing” was thought of as the way a product or service was presented to customers. It usually consisted of a combination of elements including advertising (messaging through a paid platform like newspapers, radio or television), sales (messaging and persuasion using live interaction, such as through a salesperson), public relations (stories told through unpaid third-party media sources, i.e., “publicity”) and, in many cases, packaging.

While these elements are still parts of marketing, marketing as a science has become much more sophisticated and all-encompassing. Today, marketing is a process that begins with the customer, not the product. Businesses ask themselves, “Who are our customers? What do they want? How do they think? How do they act? What motivates them?”

Once a business answers these questions, it can go about creating a product or service it believes meets an existing customer need, and then devise ways to present this product or service to a ready market.

Sophisticated marketers can also create a need/demand for a product or service by carefully identifying common “pain points” or anxieties. We’ve seen this clearly in a lot of pharmaceutical advertising for conditions most people never even heard of. (“Restless Leg Syndrome,” anyone?)

Everest University Online’s Bachelor’s Degree in Business Program

Marketing is just one of the concentrations offered in the bachelor’s degree in Business program at by Everest University Online, a division of Everest University. This four-year program is designed to prepare students for careers in a wide range of business fields. Being online, it’s perfect for working professionals or young adults with children who want a degree to help further their careers.

In addition to Introduction to Marketing, courses include:

  • Introduction to Business
  • Principles of Management
  • Applied Business Law
  • Introduction to Human Resources
  • Principles of Accounting
  • Macroeconomics
  • Microeconomics

Courses are taught by actual business professionals using real-life business scenarios. Classes are small with students encouraged to work in groups where they can share knowledge and perspectives.

Upon graduation, students can take advantage of Everest’s Career Services department, which offers ongoing support in everything from resume preparation to identifying and contacting local employers.

For More Information

For more information about Everest University Online’s Business (bachelor’s degree) program, contact Everest University Online.

Financial aid is available for those who qualify.

For more information about our graduation rates, the median debt of students who completed the program and other important information, please visit our website at

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