Table of Contents
xi
Special Features
Case in Point. . . . . . . . . . . . . . . . . . 423
Exploring Careers . . . . . . . . . . . . . . 426
Social Media . . . . . . . . . . . . . . . . . . 432
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . 436
Review Your Knowledge . . . . . . . . . 436
Apply Your Knowledge. . . . . . . . . . . 437
College and Career Readiness. . . . 438
Teamwork . . . . . . . . . . . . . . . . . . . . 438
Unit Review . . . . . . . . . . . . . . . . . . . . . 439
Unit 7
Promotion Dynamics. . 440
Chapter 22 Communication Process . . 442
Section 22.1 Communications Basics . . 444
Section 22.2 Types of Communication . . . 450
Section 22.3 Listening and Reading with a
Purpose . . . . . . . . . . . . . . . . . . . . . . . . 458
Special Features
Green Marketing . . . . . . . . . . . . . . 447
Case in Point . . . . . . . . . . . . . . . . . 455
College and Career Portfolio . . . . . 459
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . 463
Review Your Knowledge . . . . . . . . . 463
Apply Your Knowledge. . . . . . . . . . . 464
College and Career Readiness. . . . 465
Teamwork . . . . . . . . . . . . . . . . . . . . 465
Chapter 23 Promotions . . . . . . . . . . . . . 466
Section 23.1 Promotional Campaigns . . 468
Section 23.2 Promotional Mix . . . . . . . . 474
Special Features
Exploring Careers . . . . . . . . . . . . . 476
Social Media . . . . . . . . . . . . . . . . . 476
Marketing Ethics . . . . . . . . . . . . . . 480
Case in Point . . . . . . . . . . . . . . . . . 484
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . 487
Review Your Knowledge . . . . . . . . . 487
Apply Your Knowledge. . . . . . . . . . . 488
College and Career Readiness. . . . 489
Teamwork . . . . . . . . . . . . . . . . . . . . 489
Chapter 24 Advertising . . . . . . . . . . . . . 490
Section 24.1 Advertising Campaigns . . 492
Section 24.2 Creating Effective Ads . . . 498
Special Features
Case in Point . . . . . . . . . . . . . . . . . 495
Green Marketing . . . . . . . . . . . . . . 500
College and Career Portfolio . . . . . 504
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . 505
Review Your Knowledge . . . . . . . . . 505
Apply Your Knowledge. . . . . . . . . . . 506
College and Career Readiness. . . . 507
Teamwork . . . . . . . . . . . . . . . . . . . . 507
Chapter 25 Visual Merchandising . . . . . 508
Section 25.1 Visual Merchandising and
Display . . . . . . . . . . . . . . . . . . . . . . . . . 510
Section 25.2 Displays and Design . . . . . 516
Special Features
Social Media . . . . . . . . . . . . . . . . . 514
Exploring Careers . . . . . . . . . . . . . 520
Marketing Ethics . . . . . . . . . . . . . . 522
Case in Point . . . . . . . . . . . . . . . . . 523
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . 525
Review Your Knowledge . . . . . . . . . 525
Apply Your Knowledge. . . . . . . . . . . 526
College and Career Readiness. . . . 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