iii Introduction Take a look around—you are surrounded by marketing messages. No matter where you look, you will probably see or hear a message that was strategically placed by a marketer to get your attention. Marketing is all around you and affects almost everything you do. Marketing Dynamics will help guide you in understanding how marketing will affect your personal decisions as a consumer, as well as the career you might choose. You will learn about the four Ps of marketing— product, place, price, and promotion—as well as how research is conducted and applied to make solid business decisions. One of the major goals of this text is for you to create your own marketing plan. Each unit ends with a project-based activity called Building the Marketing Plan that is designed to lead you through the creation of a unique marketing plan. A template is available on the G-W Learning companion website to assist in the completion of this project. DECA Emerging Leaders features will expand your professional knowl- edge base and help you prepare for competitive events. In addition, you will learn how to prepare for college and career by perfecting your soft skills and learning the importance of ethics in business. Portfolio Development activi- ties will guide you in the creation of a portfolio to use as you pursue volun- teer, education and training, or career opportunities. Marketing Dynamics provides an opportunity for you to maximize and refine your knowledge. As you explore and discover marketing concepts, you will learn life-long skills that will follow you wherever your interests may lead.