vii Unit 1 Marketing Dynamics 2 Chapter 1 Introduction to Marketing. . . . . . . 4 Chapter 2 Marketing Plan . . . . . . . . . . . . . 20 Chapter 3 Business Basics . . . . . . . . . . . . 36 Chapter 4 Ethics and Social Responsibility . . . . . . . . . . . . . . . . . . . . . . 52 Unit 2 Economics 68 Chapter 5 Economic Principles . . . . . . . . . 70 Chapter 6 Economic Activity . . . . . . . . . . . 88 Chapter 7 Global Trade . . . . . . . . . . . . . . 106 Unit 3 Marketing-Information Management 124 Chapter 8 Marketing Research . . . . . . . . 126 Chapter 9 Targeting a Market . . . . . . . . . 146 Chapter 10 Understanding the Customer. . . 166 Unit 4 Product 190 Chapter 11 Product . . . . . . . . . . . . . . . . . . 192 Chapter 12 Branding . . . . . . . . . . . . . . . . . 214 Unit 5 Price 230 Chapter 13 Price . . . . . . . . . . . . . . . . . . . . 232 Chapter 14 Pricing Product . . . . . . . . . . . . 248 Unit 6 Place 262 Chapter 15 Place . . . . . . . . . . . . . . . . . . . . 264 Chapter 16 Purchasing and Inventory Control . . . . . . . . . . . . . . . . . . . . . . . . . . . 284 Unit 7 Promotion 304 Chapter 17 Promotion . . . . . . . . . . . . . . . . 306 Chapter 18 Advertising . . . . . . . . . . . . . . . 324 Chapter 19 Visual Merchandising . . . . . . . 344 Chapter 20 Personal Selling . . . . . . . . . . . 362 Unit 8 Management 388 Chapter 21 Marketing Management . . . . . 390 Chapter 22 Soft Skills . . . . . . . . . . . . . . . . 404 Chapter 23 Communication in the Workplace . . . . . . . . . . . . . . . . . . . . . . . . 422 Unit 9 Entrepreneurship 446 Chapter 24 Entrepreneurship. . . . . . . . . . . 448 Chapter 25 Risk Management . . . . . . . . . . 466 Chapter 26 Business Funding . . . . . . . . . . 480 Unit 10 Preparing for a Career 498 Chapter 27 Planning for Success . . . . . . . 500 Chapter 28 Preparing for Your Career . . . . 528 Chapter 29 Digital Citizenship . . . . . . . . . . 552 Brief Contents