This study guide focuses on the fundamentals of marketing, specifically relating to five economic utilities and their application to the SunStride Solar Backpack. It includes activities to map product features to utility types, justify marketing decisions based on consumer needs, understand the differences between business-to-business (B2B) and business-to-consumer (B2C) marketing, and propose strategies for global marketing. Through self-assessment items, it encourages reflection on key concepts such as customer relationship management and the impact of global competition on domestic marketing strategies.