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The theme of this talk is the nature of the organizations that meet consumer demand, the susceptibility of their behavior to operant explanation, and the consequences of treating them as operant systems. All firms market. Marketing, moreover, provides the raison d’être of firms. Just as consumers can be shown to maximize the utilitarian and informational reinforcement they receive from commodities, so firms maximize similar sources of reward through the generation and implementation of marketing mixes that influence consumer choice. But over and above the operations involved in marketing functions, firms are compelled by the imperatives of modern economies to engage in customer-oriented management in order to compete within and between traditional industries for the dollars over which customers have discretion. This talk draws on ideas from microeconomics and marketing science, as well as behavior analysis, in a nontechnical exploration of the sensitivity of corporate activity to contingencies of reinforcement. I argue that the concept of metacontingency is central to understanding the behavior of organizations such as marketing firms and that the idea of bilateral contingency is central to understanding why they exist and what their function is.