People don’t know what they want – they only want what they know.  Example: people wanted a quicker mode of transportation, but could not express their need for a car.  

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organization goals. 

John F. Kennedy’s Consumer Bill of Rights give consumers the Right to Choose, Right to be Heard, Right to be Informed, and Right to be Safe.

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