Before reading this chapter or beginning class, what did you expect marketing to be?Ask a family member, classmate, or coworker what they think marketing is.See whether you can persuade them that marketing enhances a mutually beneficial exchange between a customer and a company. New businesses are frequently launched as a means to address a current glitch in the industry. Pick an industry and identify a typical customer problem. What changes could you make to enter that industry and enhance customer satisfaction (and be profitable)?