Upon successful completion of the learning experience, students will be able to describe the focus, scope, and importance of the marketing function in small and large organizations; discuss the theory of, and components of marketing in a market environment, the historical context and transition of the marketing function over the years; identify recent and emerging trends that are likely to affect its importance in the future; identify, describe, and examine the tasks necessary for successful marketing management; and exam the different company orientations toward a marketplace, including the attributes and significance of the holistic marketing concept.