Marketing management focuses on the process of marketing decision for organizations.
Firms practicing marketing concept strive to satisfy customers needs and wants while achieving their organizational objectives at the same time. As we enter the twenty-first century, consumers are constantly seeking quality products and services. Companies continue to explore how to meet customer expectations. In order to meet the challenges of a global market place, companies must do an excellent job if they want to compete effectively in the global market. Chapter 1 of Module 1 takes a close look at how a company can meet these challenges by adapting to rapid changes and opportunities that exist in the market place.