• CONCEPT CHECK
    1. An organization can’t satisfy the needs of all consumers, so it must focus on one or more subgroups,
      which are its: target markets .
    2. What are the four marketing mix elements that make up the organization’s marketing program?
    1 product
    2 price
    3 promotion
    4 place
    3. What are uncontrollable variables?
    Answer
    • Environmental factors the organization’s marketing department can’t control.
    • These include
      • social,
      • economic,
      • technological,
      • competitive,
      • regulatory forces.