Table of Contents
vii
Unit 1
Marketing Dynamics . . . . 2
Chapter 1 Marketing and You . . . . . . . . . 4
Section 1.1 Marketing. . . . . . . . . . . . . . . . . 6
Section 1.2 Careers in Marketing . . . . . . . 10
Special Features
Social Media . . . . . . . . . . . . . . . . . . . . 8
Exploring Careers . . . . . . . . . . . . . . . 13
Case in Point. . . . . . . . . . . . . . . . . . . 16
Marketing Ethics . . . . . . . . . . . . . . . . 17
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . . 19
Review Your Knowledge . . . . . . . . . . 19
Apply Your Knowledge. . . . . . . . . . . . 20
College and Career Readiness. . . . . 21
Teamwork . . . . . . . . . . . . . . . . . . . . . 21
Chapter 2 Marketing Basics . . . . . . . . . 22
Section 2.1 Importance of Marketing . . . . 24
Section 2.2 Marketing Concept . . . . . . . . 32
Special Features
Case in Point. . . . . . . . . . . . . . . . . . . 27
Green Marketing . . . . . . . . . . . . . . . 30
College and Career Portfolio. . . . . . . 31
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . . 37
Review Your Knowledge . . . . . . . . . . 37
Apply Your Knowledge. . . . . . . . . . . . 38
College and Career Readiness. . . . . 39
Teamwork . . . . . . . . . . . . . . . . . . . . . 39
Chapter 3 Business Basics . . . . . . . . . . 40
Section 3.1 Business Defi ned. . . . . . . . . . 42
Section 3.2 Importance of Business. . . . . 50
Special Features
Exploring Careers . . . . . . . . . . . . . . . 44
Social Media . . . . . . . . . . . . . . . . . . . 48
Case in Point. . . . . . . . . . . . . . . . . . . 51
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . . 57
Review Your Knowledge . . . . . . . . . . 57
Apply Your Knowledge. . . . . . . . . . . . 58
College and Career Readiness. . . . . 59
Teamwork . . . . . . . . . . . . . . . . . . . . . 59
Chapter 4 Marketing Plan . . . . . . . . . . . 60
Section 4.1 Describe the Marketing Plan . 62
Section 4.2 Write the Marketing Plan . . . . . . 67
Special Features
Case in Point . . . . . . . . . . . . . . . . . . 66
Green Marketing . . . . . . . . . . . . . . . 68
College and Career Portfolio . . . . . . 69
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . . 77
Review Your Knowledge . . . . . . . . . . 77
Apply Your Knowledge. . . . . . . . . . . . 78
College and Career Readiness. . . . . 79
Teamwork . . . . . . . . . . . . . . . . . . . . . 79
Chapter 5 Ethics and Social
Responsibility . . . . . . . . . . . . 80
Section 5.1 Ethics . . . . . . . . . . . . . . . . . . 82
Section 5.2 Social Responsibility . . . . . . . 93
Special Features
Social Media . . . . . . . . . . . . . . . . . . 85
Marketing Ethics . . . . . . . . . . . . . . . 88
Exploring Careers . . . . . . . . . . . . . . 96
Case in Point . . . . . . . . . . . . . . . . . . 97
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . . 99
Review Your Knowledge . . . . . . . . . . 99
Apply Your Knowledge. . . . . . . . . . . 100
College and Career Readiness. . . . 101
Teamwork . . . . . . . . . . . . . . . . . . . . 101
Unit Review . . . . . . . . . . . . . . . . . . . . . 102
Expanded Table of Contents