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?

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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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