Brenda Clark, EdD GTE Director Jerrispn High School Jenison, Michigan

Transcription

1 Marketing Dynamics W Third Edition Brenda Clark, EdD GTE Director Jerrispn High School Jenison, Michigan Cynthia Gendali Basteri, EdD Grants Coordinator Marketing Coordinator Emeritus Tewksbury Public Schools Tewksbury, Massachusetts Chris Gassen, MBA, CFA Faircourt Valuation Investments Grosse Pointe Woods, Michigan Michelle Walker, PhD Director of Education DECAInc. Reston, VA Publisher The Goodheart-Willcox Company, Inc. Tinley Park, Illinois

2 Table of Contents VÜ Expanded Table of Contents Unit 1 Marketing Dynamics 2 Chapter 1 Marketing and You 4 Section 1.1 Marketing 6 Section 1.2 Careers in Marketing 10 Social Media 8 Exploring Careers 13 Case in Point 16 Marketing Ethics 17 Chapter Summary 19 Review Your Knowledge 19 Apply Your Knowledge 20 Common Core 21 Teamwork 21 Chapter 2 Marketing Basics 22 Section 2.1 Importance of Marketing Section 2.2 Marketing Concept 32 Case in Point 27 Green Marketing 30 College and Career Portfolio 31 Chapter Summary 37 Review Your Knowledge 37 Apply Your Knowledge 38 Common Core 39 Teamwork 39 Chapter 3 Business Basics 40 Section 3.1 Business Defined 42 Section 3.2 Importance of Business 50 Exploring Careers 44 Social Media 48 Case in Point 51 Chapter Summary 57 Review Your Knowledge 57 Apply Your Knowledge 58 Common Core 59 Teamwork 59 Chapter 4 Marketing Plan 60 Section 4.1 Describe the Marketing Plan. 62 Section 4.2 Write the Marketing Plan 67 Case in Point 66 Green Marketing 68 College and Career Portfolio 69 Chapter Summary 77 Review Your Knowledge 77 Apply Your Knowledge 78 Common Core 79 Teamwork 79 Chapter 5 Ethics and Social Responsibility 80 Section 5.1 Ethics 82 Section 5.2 Social Responsibility 93 Social Media 85 Marketing Ethics 88 Exploring Careers 96 Case in Point 97 Chapter Summary 99 Review Your Knowledge 99 Apply Your Knowledge 100 Common Core 101 Teamwork 101 Unit Review 102

3 Marketing Dynamics Unit 2 Dynamics of the Economy 104 Chapter 6 Economic Principles and Systems 106 Section 6.1 Economics and Scarcity Section 6.2 Economics Systems 115 Case in Point 111 Green Marketing 117 College and Career Portfolio Chapter Review and Assessoren i Chapter Summary 123 Review Your Knowledge 123 ApplyYour Knowledge 124 Common Core 125 Teamwork 125 Chapter 7 Market Forces and Economic Indicators 126 Section 7.1 Market Forces at Work Section 7.2 Economic Measures 134 Case in Point 130 Exploring Careers 140 Marketing Ethics 141 Social Media 143 Chapter Summary 145 Review Your Knowledge 145 ApplyYour Knowledge 146 Common Core 147 Teamwork 147 Chapter 8 Business Cycies and the Roie of Government 148 Section 8.1 Business Cycies 150 Section 8.2 Role of Government 156 Case in Point 153 Green Marketing 158 College and Career Portfolio 160 Chapter Summary 163 Review Your Knowledge 164 Apply Your Knowledge 164 Common Core 165 Teamwork 165 Chapter 9 Global Trade 166 Section 9.1 Going Global 168 Section 9.2 Trade Regulations 175 Case in Point 170 Marketing Ethics 174 Exploring Careers 176 Social Media 179 Chapter Summary 180 Review Your Knowledge 180 Apply Your Knowledge 181 Common Core 182 Teamwork 182 Unit Review 183 Unit 3 Marketplace Dynamics. 184 Chapter 10 Marketing Research 186 Section 10.1 Determine Research Needs Section 10.2 Conduct the Research Case in Point 191 College and Career Portfolio 194 Green Marketing 196 Chapter Summary 203 Review Your Knowledge 203 Apply Your Knowledge 204 Common Core 205 Teamwork 205

4 Table of Contents ix Chapter 11 Competition 206 Section 11.1 Economics of Competition Section 11.2 Identify the Competition Social Media 210 Case in Point 214 Marketing Ethics 217 Exploring Careers 218 Chapter Summary 219 Review Your Knowledge 219 Apply Your Knowledge 220 Common Core 221 Teamwork 222 Chapter 12 Targeting a Market 222 Section 12.1 Identify the Market 224 Section 12.2 Segment the Market 228 College and Career Portfolio 226 Green Marketing 231 Case in Point 234 Chapter Summary 237 Review Your Knowledge 237 Apply Your Knowledge 238 Common Core 239 Teamwork 239 Chapter 13 Business-to-Consumer (B2C) Marketing 240 Section 13.1 Influences on Consumer Purchasing 242 Section 13.2 Consumer Decisions 249 Case in Point 244 Marketing Ethics 246 Social Media 247 Exploring Careers 250 Chapter Summary 255 Review Your Knowledge 255 Apply Your Knowledge 256 Common Core 257 Teamwork 257 Chapter 14 Business-to-Business (B2B) Marketing 258 Section 14.1 Business Customers 260 Section 14.2 B2B Buying Decisions Case in Point 262 College and Career Portfolio 263 Green Marketing 269 Chapter Summary 273 Review Your Knowledge 273 Apply Your Knowledge 274 Common Core 275 Teamwork 275 Unit Review 276 Unit 4 Product Dynamics Chapter 15 Products and Services 280 Section 15.1 What Is Product? 282 Section 15.2 Product Planning 291 Section 15.3 Product Life Cycles 296 Social Media 285 Marketing Ethics 287 Exploring Careers 295 Case in Point 298 Chapter Summary 301 Review Your Knowledge 301 Apply Your Knowledge 302 Common Core 303 Teamwork 303 Chapter 16 New Product Development Section 16.1 New Products 306 Section 16.2 New Product Development..312 College and Career Portfolio 308 Green Marketing 310 Case in Point 314

5 Chapter Summary 319 Review Your Knowledge 319 Apply Your Knowledge 320 Common Core 321 Teamwork 321 Chapter 17 Branding 322 Section 17.1 Brand Elements 324 Section 17.2 Power of the Brand 330 Marketing Ethics 327 Exploring Careers 329 Social Media 336 Case in Point 337 Chapter Summary 338 Review Your Knowledge 338 Apply Your Knowledge 339 Common Core 340 Teamwork 340 Unit Review 341 Unit 5 Price Dynamics 342 Chapter 18 Price 344 Section 18.1 Importance of Price 346 Section 18.2 Governmental Influence on Pricing 356 Case in Point 350 Green Marketing 352 College and Career Portfolio 357 Chapter Summary 361 Review Your Knowledge 361 Apply Your Knowledge 362 Common Core 363 Teamwork 363 Chapter 19 Price Strategies 364 Section 19.1 Importance of Price 366 Section 19.2 Strategie Pricing 370 Section 19.3 Credit 377 Case in Point 372 Social Media 375 Exploring Careers 379 Chapter Summary 384 Review Your Knowledge 384 Apply Your Knowledge 385 Common Core 386 Teamwork 386 Unit Review 387 Unit 6 Place Dynamics 388 Chapter 20 Place 390 Section 20.1 Channels of Distribution Section 20.2 Physical Distribution 400 Section 20.3 Managing the Channel of Distribution 408 Case in Point 397 Green Marketing 402 Marketing Ethics 407 College and Career Portfolio 411 Chapter Summary 413 Review Your Knowledge 413 Apply Your Knowledge 416 Common Core 417 Teamwork 417 Chapter 21 Purchasing and Inventory Control 418 Section 21.1 Purchasing 420 Section 21.2 Inventory Management

6 Table of Contents Case in Point 423 Exploring Careers 426 Social Media 432 Chapter Summary 436 Review Your Knowledge 436 Apply Your Knowledge 437 Common Core 438 Teamwork 438 Unit Review 439 Unit 7 Promotion Dynamics Chapter 22 Communication Process Section 22.1 Communications Basics Section 22.2 Types of Communication Section 22.3 Listening and Reading with a Purpose 458 Green Marketing 447 Case in Point 455 College and Career Portfolio 459 Chapter Summary 463 Review Your Knowledge 463 Apply Your Knowledge 464 Common Core 465 Teamwork 465 Chapter 23 Promotions 466 Section 23.1 Promotional Campaigns Section 23.2 Promotional Mix 474 Exploring Careers 476 Social Media 476 Marketing Ethics 480 Case in Point 484 Chapter Summary 487 Review Your Knowledge 487 Apply Your Knowledge 488 Common Core 489 Teamwork 489 Chapter 24 Advertising 490 Section 24.1 Advertising Campaigns Section 24.2 Creating Effective Ads Case in Point 495 Green Marketing 500 College and Career Portfolio 504 Chapter Summary 505 Review Your Knowledge 505 Apply Your Knowledge 506 Common Core 507 Teamwork 507 Chapter 25 Visual Merchandising 508 Section 25.1 Visual Merchandising and Display 510 Section 25.2 Displays and Design 516 Social Media 514 Exploring Careers 520 Marketing Ethics 522 Case in Point 523 Chapter Summary 525 Review Your Knowledge 525 Apply Your Knowledge 526 Common Core 527 Teamwork 527 Chapter 26 Personal Selling 528 Section 26.1 Role of Sales 530 Section 26.2 Selling 534 Section 26.3 After the Sale 546 xi

7 xii Special Feature Green Marketing 531 Marketing Ethics 533 College and Career Portfolio 537 Case in Point 544 Chapter Summary 551 Review Your Knowledge 551 Apply Your Knowledge 552 Common Core 553 Teamwork 553 Unit Review 554 Marketing Dynamics Chapter Summary 596 Review Your Knowledge 596 Apply Your Knowledge 597 Common Core 598 Teamwork 598 Unit Review 599 Unit 9 Professional Development Dynamics 600 Unit 8 Dynamics of Marketing Management 556 Chapter 27 Management Skills 558 Section 27.1 Achieving Success 560 Section 27.2 Managing Teams 568 Section 27.3 Advancing Your Career in Marketing 573 Social Media 566 Exploring Careers 567 Case in Point 575 Chapter Summary 577 Review Your Knowledge 577 Apply Your Knowledge 578 Common Core 579 Teamwork 579 Chapter 28 Marketing Management Section 28.1 Management Functions Section 28.2 Marketing Finances 589 Marketing Ethics 585 Exploring Careers 592 Green Marketing 593 Case in Point 594 Chapter 29 Planning For Success 602 Section 29.1 Setting Goals 604 Section 29.2 Jobs and Careers 615 Marketing Ethics 606 Exploring Careers 609 Social Media 611 Case in Point 613 Chapter Summary 621 Review Your Knowledge 621 Apply Your Knowledge 622 Common Core 623 Teamwork 623 Chapter 30 Preparing for Your Career Section 30.1 Career Preparation 626 Section 30.2 Job Seeking 635 Case in Point 628 Green Marketing 632 Marketing Ethics College and Career Portfolio 638 Chapter Summary. 650 Review Your Knowledge 651 Apply Your Knowledge 651 Common Core 652 Teamwork 652 Unit Review

8 xiii Unit 10 Dynamics of Entrepreneurship Chapter 31 Entrepreneurship 656 Section 31.1 Entrepreneurs 658 Section 31.2 Business Ideas 667 Case in Point 660 Social Media 669 Marketing Ethics 669 Exploring Careers 672 Chapter Summary 675 Review Your Knowledge 675 Apply Your Knowledge 676 Common Core 677 Teamwork 677 Chapter 33 Business Funding 694 Section 33.1 Options for Funding 696 Section 33.2 Applying for Financing Case in Point 710 Exploring Careers 700 Social Media 707 Chapter Summary 712 Review Your Knowledge 712 Apply Your Knowledge 713 Common Core 714 Teamwork 714 Unit Review 715 Chapter 32 Risk Management 678 Section 32.1 Identify Risk 680 Section 32.2 Manage Risk 685 Green Marketing 683 College and Career Portfolio 687 Case in Point 689 Chapter Summary 691 Review Your Knowledge 691 Apply Your Knowledge 692 Common Core 693 Teamwork 693