Chapter 1 Marketing Is All Around Us † Chapter 2 The ...
[Pages:37]In this unit you will find
? Chapter 1 Marketing Is All Around Us
? Chapter 2 The Marketing Plan
ANALYZE THE AD This ad is promoting a wellknown breakfast cereal. What is the main theme? How does the picture work with the words?
xxxvi
PRINT AD LANGUAGE
Print ads use powerful visual components and interesting, catchy writing to draw in the reader.
Log on to and go the Marketing Essentials Online Learning Center (OLC). Find the WebQuest for Unit 1. Begin the activity by collecting magazines and newspapers. Search for ads that have effective advertising slogans.
Marketing Internship NASCAR wants to hold races in the New York City area and attract teenagers as fans. As you read, use this checklist to prepare for the unit project: Find out which companies sponsor NASCAR. Think about possible sponsors who make teen products. Think about the characteristics of NASCAR's target
market and the new teen market.
THE MARKETING PLAN A marketing
plan is a document with these five sections that detail a company's marketing activities. The highlighted elements shown below are discussed in the unit.
ANALYSIS
SWOT
1 Economic Socio-Cultural Technological Competitive
STRATEGY
Promotion
2 Place
Price Product
IMPLEMENTATION
3 Organization Management Staffing
BUDGET
4 Cost of Sales Cost of Promotion Income and Expenses
CONTROL
5 Evaluation Performance Measures Performance Analysis
In this unit
Marketing Core Functions Pricing Promotion Selling
1
CHAPTER 1
Marketing Is All Around Us
Chapter Objectives
After reading this chapter, you should be able to: ? Define marketing ? List the seven marketing core functions ? Understand the marketing concept ? Analyze the benefits of marketing ? Apply the concept of utility ? Describe the concept of market ? Differentiate consumer and industrial markets ? Describe market share ? Define target market ? List the four components of the
marketing mix
EXPLORE THE PHOTO
Market Talk In the United States, it is rare to
be far from an ad of some sort. A passing hiker in a national park might be wearing a T-shirt with a corporate logo. A sign on the side of a country road could announce fresh eggs for sale. In a mall or a major city, the marketing is much more intense. Everywhere you look, you see signs, brands, and ads.
Quick Think Promotion is only one aspect of
marketing. How would you define marketing and all the activities that fall under its umbrella?
2 UNIT 1 -- THE WORLD OF MARKETING
Karlheinz Oster/zefa/Corbis
DECA Events These acronyms represent DECA competitive events that involve concepts in this chapter:
AAM
ASM
ADC*
BMDM
BSM
EMDM*
FMAL*
HLM*
HMDM
QSRM
RFSM
RMS
SEM*
SMDM
TMDM
TSE*
Performance Indicators The performance indicators represent key skills and knowledge. Relating them to the concepts in this chapter is your key to success in DECA competitive events. Keep this in mind as you read, and write notes when you find material that helps you master a key skill. In these DECA events, you should follow these performance indicators:
? Distinguish between economic goods and services. ? Determine the forms of economic utility created by
business activities. ? Explain the concept of marketing strategies. ? Explain the concept of market and market
identification.
? Select target market.
The events with an asterisk (*) also include: ? Describe the nature of target marketing in a specific
industry.
Some events include these performance indicators: ADC Select target market. EMDM Identify online target markets. FMAL Describe factors affecting consumer choice
for a food marketing business. HLM Describe the nature of target marketing in
the hospitality industry. SEM Identify sport/event target-market
segments. TSE Describe the nature of target marketing in
technical marketing.
ROLE PLAY Check your understanding of DECA performance indicators with the DECA activity in this chapter's review. For more information and DECA Prep practice, go to the Marketing Essentials Online Learning Center (OLC) through .
Chapter 1 -- Marketing Is All Around Us 3
SECTION 1.1
Marketing and the Marketing Concept
READING GUIDE
BEFORE YOU READ
Connect Have you ever been influenced by marketing? Explain and give examples.
OBJECTIVES
? Define marketing ? List the seven marketing core
functions ? Understand the marketing
concept
KEY TERMS
? marketing ? goods ? services ? marketing concept
ACADEMIC VOCABULARY
You will find these words in your reading and on your tests. Make sure you know their meanings. ? create ? conduct
THE MAIN IDEA
To be a successful marketer, you need to understand the marketing skills, marketing core functions, and basic tools of marketing.
GRAPHIC ORGANIZER
Draw an umbrella to organize the marketing core functions.
Selling
Go to the OLC through for printable graphic organizers, Academic Vocabulary definitions, and more.
ACADEMIC STANDARDS
English Language Arts NCTE 4 Use written language to communicate effectively.
Social Studies NCSS 2 Time, Continuity, and Change: Study the ways human beings view themselves over time.
Connect Relate the definition of marketing to the marketing core functions and to the marketing concept.
The Scope of Marketing
You already know a lot about marketing because it is all around you. You have been a consumer for many years, and you have made decisions about products you liked and did not like. As you study marketing, you will analyze what businesses do to influence consumers' buying decisions. That knowledge will help you begin to think like a marketer.
Marketing is a broad term that includes many activities and requires many skills. Marketing is the process of planning,
4 UNIT 1 -- THE WORLD OF MARKETING
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