{"id":92,"date":"2015-04-20T18:18:40","date_gmt":"2015-04-20T18:18:40","guid":{"rendered":"https:\/\/courses.candelalearning.com\/masterybusiness1xngcxmaster\/?post_type=part&p=92"},"modified":"2020-08-20T02:34:35","modified_gmt":"2020-08-20T02:34:35","slug":"marketing","status":"publish","type":"part","link":"https:\/\/courses.lumenlearning.com\/clinton-introbusinesswmopen\/part\/marketing\/","title":{"raw":"Chapter 13: Marketing","rendered":"Chapter 13: Marketing"},"content":{"raw":"
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Module: Marketing<\/h1>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\"icon\"<\/div>\r\n
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Why It Matters: Marketing<\/div>\r\n
\r\n\r\nWhy does Marketing matter?\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\"icon\"<\/div>\r\n
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Show What You Know<\/div>\r\n
\r\n\r\nTake this pre-test to see what you already know about the concepts in this section. The pre-test does not count toward your grade, but will help you plan where to focus your time and effort as you study. The pre-test is optional.\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\"icon\"<\/div>\r\n<\/div>\r\n
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What is Marketing?<\/div>\r\n
\r\n\r\nDefine the term \"marketing\"\r\n\r\n<\/div>\r\n\r\n\r\n\r\n\r\n
Reading: Defining Marketing<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Self-Check: What is Marketing?<\/td>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\"icon\"<\/div>\r\n<\/div>\r\n
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The Four Ps of Marketing<\/div>\r\n
\r\n\r\nDefine and give examples of the four \"Ps\" of the marketing mix (price, product, promotion and place)\r\n\r\n<\/div>\r\n\r\n\r\n\r\n\r\n
Reading: The Four Ps of Marketing<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Self-Check: The Four Ps of Marketing<\/td>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\"icon\"<\/div>\r\n<\/div>\r\n
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External Marketing Environment<\/div>\r\n
\r\n\r\nIdentify forces in the external marketing environment\r\n\r\n<\/div>\r\n\r\n\r\n\r\n\r\n\r\n
Reading: The Marketing Environment<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Reading: Generation Effects and Consumer Behavior<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Self-Check: External Marketing Environment<\/td>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\"icon\"<\/div>\r\n<\/div>\r\n
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Market Research<\/div>\r\n
\r\n\r\nDescribe the process for and purpose of market research\r\n\r\n<\/div>\r\n\r\n\r\n\r\n\r\n\r\n\r\n
Reading: Using Market Research to Understand Consumers<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Reading: The Market Research Process<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Video: Market Research in \"Real Time\"<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Self-Check: Market Research<\/td>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\"icon\"<\/div>\r\n<\/div>\r\n
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Marketing Strategies and Plan<\/div>\r\n
\r\n\r\nUnderstand and outline the elements of a marketing plan as a planning process\r\n\r\n<\/div>\r\n\r\n\r\n\r\n\r\n\r\n
Reading: Developing Organizational Objectives and Formulating Strategies<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Reading: Overview of the Marketing Plan<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Self-Check: Marketing Strategies and Plan<\/td>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\"icon\"<\/div>\r\n<\/div>\r\n
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Branding<\/div>\r\n
\r\n\r\nDefine \"brand\" and the role of branding strategies in creating a successful product or business\r\n\r\n<\/div>\r\n\r\n\r\n\r\n\r\n
Reading: Branding<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Self-Check: Branding<\/td>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\r\n\r\n\"icon\"\r\n\r\nfocus\r\n\r\n<\/div>\r\n<\/div>\r\n
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Pricing Strategies<\/div>\r\n
\r\n\r\nExplain pricing strategies for new and existing products\r\n\r\n<\/div>\r\n\r\n\r\n\r\n\r\n
Reading: Introduction to Product Pricing<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Self-Check: Pricing Strategies<\/td>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\r\n\r\n\"icon\"\r\n\r\nfocus\r\n\r\n<\/div>\r\n<\/div>\r\n
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Product Distribution Strategies<\/div>\r\n
\r\n\r\nExplain product distribution strategies and how they contribute to business success\r\n\r\n<\/div>\r\n\r\n\r\n\r\n\r\n
Video: Placement: Distribution Channels<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Self-Check: Product Distribution Strategies<\/td>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\"icon\"<\/div>\r\n<\/div>\r\n
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Promotion Mix<\/div>\r\n
\r\n\r\nExplain the promotion mix, promotion strategies and the process of developing a successful promotion for both traditional and digital channels\r\n\r\n<\/div>\r\n\r\n\r\n\r\n\r\n
Reading: The Promotion Mix: The Fourth P<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Self-Check: Promotion Mix<\/td>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\"icon\"<\/div>\r\n<\/div>\r\n
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Social Media Marketing<\/div>\r\n
\r\n\r\nDescribe social media marketing, its advantages and disadvantages\r\n\r\n<\/div>\r\n\r\n\r\n\r\n\r\n\r\n
Reading: Introduction to Social Media Marketing<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Video: How Social Media Reveals the Hidden You<\/td>\r\n<\/td>\r\n<\/tr>\r\n
Self-Check: Social Media Marketing<\/td>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\"icon\"<\/div>\r\n
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Putting It Together: Marketing<\/div>\r\n
\r\n\r\nMarketing\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
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\"icon\"<\/div>\r\n
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Quiz<\/div>\r\n
\r\n\r\nYou can take this quiz twice. Your highest score will count as your grade. Don't wait until the last minute to take the quiz - take the quiz early so you'll have plenty of time to study and improve your grade on your second attempt.\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>","rendered":"
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Module: Marketing<\/h1>\n<\/div>\n<\/div>\n<\/div>\n
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\n
\n
\n
\"icon\"<\/div>\n
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Why It Matters: Marketing<\/div>\n
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Why does Marketing matter?<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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\n
\n
\n
\"icon\"<\/div>\n
\n
Show What You Know<\/div>\n
\n

Take this pre-test to see what you already know about the concepts in this section. The pre-test does not count toward your grade, but will help you plan where to focus your time and effort as you study. The pre-test is optional.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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\n
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\"icon\"<\/div>\n<\/div>\n
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What is Marketing?<\/div>\n
\n

Define the term “marketing”<\/p>\n<\/div>\n\n\n\n\n
Reading: Defining Marketing<\/td>\n<\/td>\n<\/tr>\n
Self-Check: What is Marketing?<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
\n
\n
\n
\n
\"icon\"<\/div>\n<\/div>\n
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The Four Ps of Marketing<\/div>\n
\n

Define and give examples of the four “Ps” of the marketing mix (price, product, promotion and place)<\/p>\n<\/div>\n\n\n\n\n
Reading: The Four Ps of Marketing<\/td>\n<\/td>\n<\/tr>\n
Self-Check: The Four Ps of Marketing<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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\"icon\"<\/div>\n<\/div>\n
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External Marketing Environment<\/div>\n
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Identify forces in the external marketing environment<\/p>\n<\/div>\n\n\n\n\n\n
Reading: The Marketing Environment<\/td>\n<\/td>\n<\/tr>\n
Reading: Generation Effects and Consumer Behavior<\/td>\n<\/td>\n<\/tr>\n
Self-Check: External Marketing Environment<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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\"icon\"<\/div>\n<\/div>\n
\n
Market Research<\/div>\n
\n

Describe the process for and purpose of market research<\/p>\n<\/div>\n\n\n\n\n\n\n
Reading: Using Market Research to Understand Consumers<\/td>\n<\/td>\n<\/tr>\n
Reading: The Market Research Process<\/td>\n<\/td>\n<\/tr>\n
Video: Market Research in “Real Time”<\/td>\n<\/td>\n<\/tr>\n
Self-Check: Market Research<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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\"icon\"<\/div>\n<\/div>\n
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Marketing Strategies and Plan<\/div>\n
\n

Understand and outline the elements of a marketing plan as a planning process<\/p>\n<\/div>\n\n\n\n\n\n
Reading: Developing Organizational Objectives and Formulating Strategies<\/td>\n<\/td>\n<\/tr>\n
Reading: Overview of the Marketing Plan<\/td>\n<\/td>\n<\/tr>\n
Self-Check: Marketing Strategies and Plan<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
\n
\n
\n
\n
\"icon\"<\/div>\n<\/div>\n
\n
Branding<\/div>\n
\n

Define “brand” and the role of branding strategies in creating a successful product or business<\/p>\n<\/div>\n\n\n\n\n
Reading: Branding<\/td>\n<\/td>\n<\/tr>\n
Self-Check: Branding<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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\n
\n
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\n

\"icon\"<\/p>\n

focus<\/p>\n<\/div>\n<\/div>\n

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Pricing Strategies<\/div>\n
\n

Explain pricing strategies for new and existing products<\/p>\n<\/div>\n\n\n\n\n
Reading: Introduction to Product Pricing<\/td>\n<\/td>\n<\/tr>\n
Self-Check: Pricing Strategies<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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\n
\n
\n
\n

\"icon\"<\/p>\n

focus<\/p>\n<\/div>\n<\/div>\n

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Product Distribution Strategies<\/div>\n
\n

Explain product distribution strategies and how they contribute to business success<\/p>\n<\/div>\n\n\n\n\n
Video: Placement: Distribution Channels<\/td>\n<\/td>\n<\/tr>\n
Self-Check: Product Distribution Strategies<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
\n
\n
\n
\n
\"icon\"<\/div>\n<\/div>\n
\n
Promotion Mix<\/div>\n
\n

Explain the promotion mix, promotion strategies and the process of developing a successful promotion for both traditional and digital channels<\/p>\n<\/div>\n\n\n\n\n
Reading: The Promotion Mix: The Fourth P<\/td>\n<\/td>\n<\/tr>\n
Self-Check: Promotion Mix<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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\n
\n
\n
\"icon\"<\/div>\n<\/div>\n
\n
Social Media Marketing<\/div>\n
\n

Describe social media marketing, its advantages and disadvantages<\/p>\n<\/div>\n\n\n\n\n\n
Reading: Introduction to Social Media Marketing<\/td>\n<\/td>\n<\/tr>\n
Video: How Social Media Reveals the Hidden You<\/td>\n<\/td>\n<\/tr>\n
Self-Check: Social Media Marketing<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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\"icon\"<\/div>\n
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Putting It Together: Marketing<\/div>\n
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Marketing<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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\"icon\"<\/div>\n
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Quiz<\/div>\n
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You can take this quiz twice. Your highest score will count as your grade. Don’t wait until the last minute to take the quiz – take the quiz early so you’ll have plenty of time to study and improve your grade on your second attempt.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"parent":0,"menu_order":130,"template":"","meta":{"pb_part_invisible":false,"pb_part_invisible_string":""},"contributor":[],"license":[],"class_list":["post-92","part","type-part","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-introbusinesswmopen\/wp-json\/pressbooks\/v2\/parts\/92","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-introbusinesswmopen\/wp-json\/pressbooks\/v2\/parts"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-introbusinesswmopen\/wp-json\/wp\/v2\/types\/part"}],"version-history":[{"count":1,"href":"https:\/\/courses.lumenlearning.com\/clinton-introbusinesswmopen\/wp-json\/pressbooks\/v2\/parts\/92\/revisions"}],"predecessor-version":[{"id":5962,"href":"https:\/\/courses.lumenlearning.com\/clinton-introbusinesswmopen\/wp-json\/pressbooks\/v2\/parts\/92\/revisions\/5962"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-introbusinesswmopen\/wp-json\/wp\/v2\/media?parent=92"}],"wp:term":[{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-introbusinesswmopen\/wp-json\/wp\/v2\/contributor?post=92"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-introbusinesswmopen\/wp-json\/wp\/v2\/license?post=92"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}