Prepare for Your Future careers r we what we e buy, y and a even the ences how we think, all around us. Marketing infl Marketing is a choose. Dynamics Marketing your o deci- how marketing will l affect t in understanding will help guide you sions choose. as well as a career you might as a consumer, Merriam- creates eye-catchers. Marketing defines an Webster eye-catcher as “something r the eye.” that arrests marketing To illustrate how arrests the eye of the consumer, each unit opens with an example of a business that used a clever eye- catcher to gain attention. These features will have you thinking about other eye-catchers you see every day. Marketing Standards are important to the presentation of content. Each unit opener identifies which of the seven specific marketing core functions are presented in that unit. These are the marketing core functions as identified by the MBA Research and Curriculum Center. One of the goals of a marketing course is for you to learn how to write a marketing plan. Ongoing Building the Marketing Plan activities provide a project-based, hands-on learning experience. Starting at the end of Unit 1, you will begin writing a marketing plan for a business you select. By the end of the text, you will have completed your own unique marketing plan. The Building the Marketing Plan project addresses these 21st Century learning skills: • creativity and innovation • critical thinking and problem solving and • communication and collaboration. Creating a marketing plan takes work. To make your experience easier, activity files are provided on the G-W Learning companion website to guide you through the marketing plan project. Marketing Matters You are surrounded by marketing messages. Sometimes, you may even it. Times Square in City is perfect of strategies reach 174 million people each year. While is than one of York City’s area, from these advertisements account for ten of money generated in the For many pedestrians, the bright lights of the electronic function entertainment as they do People who pass by be aware that the message is capturing their attention. Christian Mueller/Shutterstock.com EYE-CATCHER Copyright MBA Rese arch Col umbus Oh io Used with perm ission Functions of Marketing Channel management Marketing-iinformation management Market planning Pricing Pro duct/service management Promotion Selling Marketing Core Functions Covered in This Unit EYE-CATCHER 66 Marketing Dynam Copyright Goodheart-Will UNIT 1 Marketing Dynamics Building the Marketing Plan The best companies i n the world m ake plans. They plan their marketi ng efforts, strategies for grn projections for hiri ng, and roadm aps for profitability. As a f professional, you will the skill of planning. One w ay to begi n planning is to perform resea rch abou t companies for w you might like to c a marketing plan. Once yo u a company in which you would l assu marketing manager, you will begin t he plan. Pa rt 2 Identify Your Compa In this activit you will ass ssume the role at s in Part 1 Introduction Objective Directions Ch04.indd 66 8/ 10/2017 12:50:35 P M I isa ivity, y e ma k ing manager a f r a compa p y t yyou Y u willresea h t n i l compa i aand one for which youwill act as a marketiing Spend time now selecting a company that youand for which you will feel comffortabler the marketing manager r ole. Managemebt As you progresr rt Obj O jjc i • Reviewth ma k ting lan te l te Dir In this textbook, you will be exploring the world of marketin g. Marketing As you learn about 188 Marketing Dynamigm UNIT 3 Part 1 Research the Competition Objectives • Identify and research the main competitors for your business. • a analysis. Directions p the In this activity, you will develop subsection o Situa subsection Situation Part Complete SWOT and PEST Analyses Objectives • Assess your company’s strengths, weak opportunities, and threats. • Create a SWOT for your compa he po itical, economic, an t ay impa Directions Information Building the Marketing Plan No business exists in a vacuum. Competition is everywhere, including online and around the customer change the time. To be managers must have the most current information customers’ and needs in orde them. Marketing managers also know everything about their business competitors. is vital to a marketing team to help the business thrive and grow.2