In 150 to 200 words, describe the most important marketing concept you learned in this class. Marketing concepts are headings or subheadings in the text book chapters or table of contents.

1. The concept with a reference to the text which describes it.
2. Why you think it is so important to marketing.
3. A real-world example of a marketer utilizing this concept successfully.
4. A reference to the text and any other sources uses.