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Marketing CAUC Management College Chapter One An introduction to Marketing 1、1 What is marketing？ It is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others。 Important terms： Needs- The most basic concept underlying marketing is that of human deeds。 A human need is a state of felt deprivation。 Want- The form taken by human needs as they are shaped by culture and individual personality。 Demand- Human wants that are backed by buying