... activity, set of institutions, and processes © 2015 by Cengage Learning Inc All Rights Reserved American Marketing Association Definition of Marketing Marketing is the activity, set of institutions, ... Specific groups of people Customer satisfaction © 2015 by Cengage Learning Inc All Rights Reserved Tools to Achieve Primarily promotion Coordinated use of marketing activities 27 Why Study Marketing? ... studying marketing 28 © 2015 by Cengage Learning Inc All Rights Reserved Why Why Study Study Marketing? Marketing? Important to Society Important to Business Good Career Opportunities Marketing...