The combined American Marketing Association's 2004/2007 definitions of marketing used in the textbook defines marketing as
a. the activity for creating, communicating, delivering, and exchanging offerings solely for the benefit of the organization's stockholders.
b. the activity for creating, communicating, delivering, and exchanging solely for the benefit of the organization's customers.
c. the activity for creating, communicating, and delivering a product or service at the highest possible price.
d. the activities of advertising, promoting, and selling products to the greatest number of profitable customers.
e. the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large.
Answer: E