Marketing is all around us. Marketing infl uences how we think, what we buy, and even the
careers we choose. Marketing Dynamics will help guide you to understanding how marketing
will personally affect your decisions as a consumer, as well as a career that you might choose.
Marketing creates eye-catchers. Webster’s
defi nes eye-catcher as “something that arrests the
eye.” To illustrate how marketing arrests the eye of
the consumer, each unit opens with an example of a
business that used a clever eye-catcher to gain atten-
tion. These features will have you thinking about
other eye-catchers that you see every day.
Marketing Standards are important to the
presentation of content. In each unit opener, you
will fi nd which of the seven specifi c marketing
core functions are presented in that unit. These are
the marketing core functions as identifi ed by the
MBA Research and Curriculum Center.
One of the goals of a marketing course is to learn
how to put a marketing plan together. Ongoing Building
the Marketing Plan activities provide a project-based,
hands-on learning experience. Starting at the end of Unit
1, you will begin the marketing plan for a business you
select. By the end of the text, you will have completed
your own plan. The Building the Marketing Plan project
addresses 21st Century learning skills:
• creativity and innovation
• critical thinking and problem solving
• communication and collaboration
It is all about getting ready for college and
career. College and Career Readiness activities
address literacy skills to help prepare you for the
real world. Activities for English Language Arts
for reading, writing, speaking, and listening are
incorporated in a Reading Prep activity as well
as end-of-chapter College and Career Readiness
activities.
Student Focused Student Focused
Eye-
Catcher
Marketing Matters
You are surrounded by marketing
messages. Sometimes, you may
not even realize it. For example, this
Sponge Bob balloon was part of a
hot air balloon festival. While it is a
fun balloon to watch, it is also a
marketing tool promoting the Sponge
Bob television show for children.
Successful marketers use every
opportunity to put marketing messages
in front of potential customers.
Chapters
1. Marketing and You
2. Marketing Basics
3. Business Basics
4. Marketing Plan
5. Ethics and Social Responsibility
Unit 1
Marketing Dynamics
D
Jeff Schultes/Shutterstock.com
Unit 1
Marketing Dynamics
Marketing Core Functions
Covered in This Unit
Functions of Marketing
Channel management
Marketing-information
management
Market planning
Pricing
Product/service management
Promotion
Selling
Copyright MBA Research, Columbus, Ohio. Used with permission.
182
College and Career
Readinessto
Problem-Solving
PracticetenYou
s.
ma
y have been taught treat others how you would
like to be treated. This is of
called
the golden
rule.
Working well with others who
have a background different from yours may also require that
you learn to treat others
as
they
wish to be treated. Conduct research on the In tern
et about cultural
differencesg-fi
related to personal space, time, gestures, body language, and views of authority
ures. List four
differences and how
you would approach each.
Speaking.
Research the feape
atures of some cu
rrencies used around the world. Compile informthe ation
about the aspects of each type of currency that helps to
prethent cou
ounterfeiting. Also include de-
nominations made available, the materials used in making currency, the
features of the currency
that help to identify the country it represents, and any other interesting inform
you fi
nd. Use this
information, along with wha
t you already know about the
features of US
to create a world
currency. Using various elements (visual displays, written handouts,
technological displays), presentp
yo
ur currency to the class. Explain why you chose the features you
Listening.
Active listening means that you are fully participating as you process what
Practice active listening skills while listening to a broadcast business report on
on televi-
sion, or podcast. Pi
ck a single story about
internatrionalspeaker,,
ional business.
Write a report in which you
analyze
the following aspects of the story: the audience
for point of view, reasoning, stance,
word
choice, tone
, points of emphasis, and
organization.
Teamwork
h United States. Name the products,
?
College
and Career
Readiness
earch the
fe tur
ts of each ty
of currency tha
t helps to preve ve
nt c
de
av
ailabl e,
the
materials used
in making the
currency, the fe
atur
es of
the currency
ntify the
country it
represents, and
any other interesting incurrency, fo
rmation at ion
yo u fi
nd. U
se this
ng with wha
t y
ou already know about the fe a
tures of U S
cu rrenc
y,
to crea te
a wo rld
g va
rious elements (visual
displays, writ
ten handouts,
technological
displays),
resen t
o the class. Explain wh y y
ou ch
ose the
features you
did.
ive
listening
means
that you ar
e ful
ly part
icipa
ting as y
ou
process
what
others say.
e listening
skills while
list
ening
to a broa
dcast business
report on
the
rradiotherstsay.vi-point
adio, o,
on ele
st. Pi
ck a singl e st
or
y about intern
atofthe
business.
Wr it
e a repor
in which y
ou analy
ze
aspects of the st
or
y: the audience
fopose
the
speak er
of vi ew
, reasoning, stance ,
one
, poi
nts of emphasis, and organiza
tion.
k k k k k k k k work ork
M k ting IQ
9
College
and Career
Readiness
Reading
Prepdid.chapter,tthe
As you read this determine the of view or purpose
the authorpoint
. What aspects of the text help to establish this pur-
or point of view?