{"id":17,"date":"2014-08-19T06:59:13","date_gmt":"2014-08-19T06:59:13","guid":{"rendered":"https:\/\/courses.candelalearning.com\/principlesmktg1x2kscope\/?post_type=chapter&#038;p=17"},"modified":"2019-06-25T12:19:50","modified_gmt":"2019-06-25T12:19:50","slug":"1-0-module-overview","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/chapter\/1-0-module-overview\/","title":{"raw":"Introduction to Marketing","rendered":"Introduction to Marketing"},"content":{"raw":"<div class=\"im_section\">\r\n<h1 class=\"im_title im_editable im_block\">What Is Marketing?<\/h1>\r\nView the video below. You may need to pause the video at some points because it does not always leave time to read the information. As you are viewing the video note:\r\n<ul>\r\n\t<li>What is Nike's brand?<\/li>\r\n\t<li>What are Nike's products?<\/li>\r\n\t<li>How does Nike promote its products?<\/li>\r\n\t<li>How are the products evolving and why?<\/li>\r\n<\/ul>\r\nAll of these questions are a part of Nike's marketing strategy.\r\n\r\nhttp:\/\/youtu.be\/lcoLoIyGw7I\r\n\r\nWhat makes a business idea work? Does it only take money? Why are some products a huge success and similar products a dismal failure? How was Apple, a computer company, able to create and launch the wildly successful iPod, yet Microsoft\u2019s first foray into MP3 players was a total disaster? If the size of the company and the money behind a product\u2019s launch were the difference, Microsoft would have won. But for Microsoft to have won, it would have needed something it\u2019s not had in a while\u2014good marketing so it can produce and sell products that consumers want.\r\n\r\nSo how does good marketing get done?\r\n\r\n<\/div>","rendered":"<div class=\"im_section\">\n<h1 class=\"im_title im_editable im_block\">What Is Marketing?<\/h1>\n<p>View the video below. You may need to pause the video at some points because it does not always leave time to read the information. As you are viewing the video note:<\/p>\n<ul>\n<li>What is Nike&#8217;s brand?<\/li>\n<li>What are Nike&#8217;s products?<\/li>\n<li>How does Nike promote its products?<\/li>\n<li>How are the products evolving and why?<\/li>\n<\/ul>\n<p>All of these questions are a part of Nike&#8217;s marketing strategy.<\/p>\n<p><iframe loading=\"lazy\" id=\"oembed-1\" title=\"Nike Marketing Strategy 2014 | Successful Marketing #1\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/lcoLoIyGw7I?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>What makes a business idea work? Does it only take money? Why are some products a huge success and similar products a dismal failure? How was Apple, a computer company, able to create and launch the wildly successful iPod, yet Microsoft\u2019s first foray into MP3 players was a total disaster? If the size of the company and the money behind a product\u2019s launch were the difference, Microsoft would have won. But for Microsoft to have won, it would have needed something it\u2019s not had in a while\u2014good marketing so it can produce and sell products that consumers want.<\/p>\n<p>So how does good marketing get done?<\/p>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-17\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li><strong>Provided by<\/strong>: Lumen Learning. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/lumenlearning.com\">http:\/\/lumenlearning.com<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Marketing Principles. <strong>Authored by<\/strong>: Anonymous. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/2012books.lardbucket.org\/books\/marketing-principles-v2.0\/\">http:\/\/2012books.lardbucket.org\/books\/marketing-principles-v2.0\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>Nike Marketing Strategy. <strong>Authored by<\/strong>: Cris Bowyer. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/youtu.be\/lcoLoIyGw7I\">http:\/\/youtu.be\/lcoLoIyGw7I<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube License<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":7,"menu_order":1,"template":"","meta":{"_candela_citation":"[{\"type\":\"copyrighted_video\",\"description\":\"Nike Marketing Strategy\",\"author\":\"Cris Bowyer\",\"organization\":\"\",\"url\":\"http:\/\/youtu.be\/lcoLoIyGw7I\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube License\"},{\"type\":\"cc\",\"description\":\"Marketing Principles\",\"author\":\"Anonymous\",\"organization\":\"\",\"url\":\"http:\/\/2012books.lardbucket.org\/books\/marketing-principles-v2.0\/\",\"project\":\"\",\"license\":\"cc-by-nc-sa\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"http:\/\/lumenlearning.com\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":"cc-by-nc-sa"},"chapter-type":[],"contributor":[],"license":[59],"class_list":["post-17","chapter","type-chapter","status-publish","hentry","license-cc-by-nc-sa"],"part":129,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-json\/pressbooks\/v2\/chapters\/17","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-json\/wp\/v2\/users\/7"}],"version-history":[{"count":5,"href":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-json\/pressbooks\/v2\/chapters\/17\/revisions"}],"predecessor-version":[{"id":798,"href":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-json\/pressbooks\/v2\/chapters\/17\/revisions\/798"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-json\/pressbooks\/v2\/parts\/129"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-json\/pressbooks\/v2\/chapters\/17\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-json\/wp\/v2\/media?parent=17"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-json\/pressbooks\/v2\/chapter-type?post=17"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-json\/wp\/v2\/contributor?post=17"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/wp-json\/wp\/v2\/license?post=17"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}