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with. So the owners decided to be proactive. They determined their purpose, vaules, priorities. In
harmony with those priorities, they decided to spend about one third of their time in helping
relationships with the tenants.
In working with that organization for about a year and a half, I saw them climb to around
20%, which represented more than a fourfold increase. In addition, they changed their role. They
became listeners, trainers, consultants to the tenants. Their interchanges were filled with positive
energy.
X. Discuss the following points in groups:
1. Marketing (Generalities).
2. A marketing mix.
3. A marketing strategy.
