MARKETING PRINCIPLES WORKBOOK MANUAL highlights key areas such as: Managing Profitable Relationships, Company & Marketing Strategy, Marketing Environment, Marketing Information, Consumer Markets, Consumer Buying Behaviour, Segmentation, Targeting, Positioning, Production, Service & Branding Strategies, Advertising, Sales Promotion, PR, Product Development and Life Cycle, Pricing and many more. Its main purpose is guide participants in responding to exercises and questions that are necessary for introducing them to marketing principles. Each unit designed to assist participants to ensure they gain the full benefit of the particular topic as they immerse themselves into various aspects of marketing. The compilation of material is intended to expose adult learners as they traverse their way in marketing business organizations. The participant will realize that each activity is so designed to trigger their personal capabilities and not simply be recipients of knowledge. It is a workbook not a textbook and as a consequence it has some aspects of narrative that triggers the thinking for appropriate responses. Therefore, handwritten responses are required for each exercise. This publication is part of a series to ensure participants are fully equipped, as they begin to engage and participate in academic material that will improve their businesses and lives in general.