{"id":77,"date":"2019-07-03T14:51:21","date_gmt":"2019-07-03T14:51:21","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketingv2\/chapter\/reading-components-of-the-marketing-mix\/"},"modified":"2019-07-03T14:51:21","modified_gmt":"2019-07-03T14:51:21","slug":"reading-components-of-the-marketing-mix","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/chapter\/reading-components-of-the-marketing-mix\/","title":{"raw":"Reading: Components of the Marketing Mix","rendered":"Reading: Components of the Marketing Mix"},"content":{"raw":"\n<h2>Product<\/h2>\n<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104711\/Product.png\"><img class=\"wp-image-2241 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104711\/Product-1024x563.png\" alt=\"Purple hexagon with the following text in the center: Product: What solution does the customer want and need. Outside the hexagon, to the right, is a list of considerations: features, design, user experience, naming, branding, differentiation\" width=\"375\" height=\"206\"><\/a>In the marketing mix, the term \"product\" means&nbsp;the solution that the customer wants and needs. In this context,&nbsp;we focus on the solution rather than only on the physical product. Examples of the product include:\n<ul>\n\t<li>The Tesla Model S, a premium electric car<\/li>\n\t<li>A Stay at a Holiday Inn Express, a low-price national hotel chain<\/li>\n\t<li>Doritos Nachos Cheese, a snack food<\/li>\n\t<li>Simple, an online banking service<\/li>\n<\/ul>\nEach of these products has a unique set of features, design, name, and brand that are focused on a target customer. The characteristics of the products are different from competitors' products.\n\n&nbsp;\n\n[caption id=\"attachment_623\" align=\"aligncenter\" width=\"675\"]<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/09\/04104349\/Smarter_Banking___Simple.png\"><img class=\"wp-image-623\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/09\/04104349\/Smarter_Banking___Simple-1024x409.png\" alt=\"Screen shot of simple.com website showing the convenience of the banking services they offer: the Visa card, ATM access, &quot;powerful reporting,&quot; and photo check deposits.\" width=\"675\" height=\"269\"><\/a> Source: https:\/\/www.simple.com\/banking[\/caption]\n<h2>Promotion<\/h2>\n<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104713\/Promotion1.png\"><img class=\"wp-image-2333 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104713\/Promotion1-1024x571.png\" alt=\"Green hexagon with the following text in the center: Promotion: What is the dialogue between customer and company? Outside the hexagon, to the right, is a list of considerations: Message; method of delivering message, timing of delivery; communications by customers and influencers; competitor promotions.\" width=\"376\" height=\"210\"><\/a>In the marketing mix, the term \"promotion\" refers to the communications that occur between the company and the customer.&nbsp;Promotion&nbsp;includes both the messages sent by the company and messages that customers send to the public about their experience. Examples of promotion include:\n<ul>\n\t<li>An advertisement in Cooking Light magazine<\/li>\n\t<li>A customer's review of the product on Tumblr<\/li>\n\t<li>A newspaper article in the local paper quoting a company employee as an expert<\/li>\n\t<li>A test message sent to a list of customers or prospects<\/li>\n<\/ul>\nMarketing professionals have an increasingly difficult job influencing promotions that cannot be controlled by the company. The company's formal messages and advertising are only one part of promotions.\n\n[caption id=\"attachment_525\" align=\"aligncenter\" width=\"351\"]<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/09\/04104336\/like_us_facebook.png\"><img class=\"wp-image-525 \" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/09\/04104336\/like_us_facebook-300x89.png\" alt=\"facebook logo plus their slogan: &quot;Like us on facebook.&quot;\" width=\"351\" height=\"104\"><\/a> Marketers often run social media campaigns, rewarding customers who \"Like\" the company on Facebook.[\/caption]\n<h2>Place<\/h2>\n<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104705\/Place.png\"><img class=\"wp-image-2237 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104705\/Place-1024x575.png\" alt=\"Orange hexagon with the following text: Place: how does the customer act or buy? Outside the hexagon, at the right, is a list of considerations: location of purchase, ease of transaction, access to distribution channels, sales force, competitor approaches\" width=\"377\" height=\"212\"><\/a>\n\nIn the marketing mix, the term \"place\" refers to the distribution of the product. Where does the customer buy the product?&nbsp;\"Place\" might be a traditional brick-and-mortar store, or it could be online.&nbsp;Examples include:\n<ul>\n\t<li>Distribution through an online retailer such as Amazon.com<\/li>\n\t<li>Use of a direct sales force that sells directly to buyers<\/li>\n\t<li>Sales through the company's Web site, such as the shoe purchases at Nike.com<\/li>\n\t<li>Sales by a distributor or partner, such as the purchase of a Samsung phone from Best Buy or from a Verizon store<\/li>\n<\/ul>\nIn today's world, the concept of \"place\" in the marketing mix rarely refers to a specific physical&nbsp;address. It takes into account the broad range of distribution channels that make it easy for the target customer to buy.\n\nHow can a company like Starbucks that sells hot drinks from a storefront use mobile technology to improve distribution? Watch the video, below, to find out:\n\nhttps:\/\/youtu.be\/x_Ij0IjTvHw\n<h2>Price<\/h2>\n<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104701\/Price.png\"><img class=\"wp-image-2236 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104701\/Price-1024x571.png\" alt=\"Turquoise hexagon with the following text in the middle: Price: what is the cost to the consumer? Outside the hexagon, at the right, is a list of considerations: value to buyer, price sensitivity, existing price points, discounts, competitor pricing\" width=\"376\" height=\"210\"><\/a>\n\nIn the marketing mix, the term \"price\" refers to the cost to the customer.&nbsp;This requires the company to analyze the product's value for&nbsp;the target customer. Examples of price include:\n<ul>\n\t<li>The price of a used college textbook in the campus bookstore<\/li>\n\t<li>Promotional pricing&nbsp;such as Sonic Drive-In's&nbsp;half-price cheeseburgers on Tuesdays<\/li>\n\t<li>Discounts to trade customers, such as furniture discounts for interior designers<\/li>\n<\/ul>\nMarketing professionals&nbsp;must analyze what buyers are willing to pay, what competitors are charging, and what the price means to the target customer when calculating&nbsp;the product's value. Determining&nbsp;price&nbsp;is almost always a complicated analysis that brings together many variables.\n\n[caption id=\"attachment_629\" align=\"aligncenter\" width=\"457\"]<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/09\/04104351\/Sonic-Cheeseburger.png\"><img class=\" wp-image-629\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/09\/04104351\/Sonic-Cheeseburger.png\" alt=\"Sonic Cheeseburger ad\" width=\"457\" height=\"457\"><\/a> Sonic offers discounts on cheeseburgers on Tuesday, which is typically&nbsp;a low sales day of&nbsp;the&nbsp;week.&nbsp;Source: https:\/\/www.sonicdrivein.com[\/caption]\n<h2><strong>Check Your Understanding<\/strong><\/h2>\nAnswer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does&nbsp;<strong>not<\/strong>&nbsp;count toward your grade in the class, and you can retake it an unlimited number of times.\n\nUse this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.\n\nhttps:\/\/assessments.lumenlearning.com\/assessments\/735\n","rendered":"<h2>Product<\/h2>\n<p><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104711\/Product.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2241 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104711\/Product-1024x563.png\" alt=\"Purple hexagon with the following text in the center: Product: What solution does the customer want and need. Outside the hexagon, to the right, is a list of considerations: features, design, user experience, naming, branding, differentiation\" width=\"375\" height=\"206\" \/><\/a>In the marketing mix, the term &#8220;product&#8221; means&nbsp;the solution that the customer wants and needs. In this context,&nbsp;we focus on the solution rather than only on the physical product. Examples of the product include:<\/p>\n<ul>\n<li>The Tesla Model S, a premium electric car<\/li>\n<li>A Stay at a Holiday Inn Express, a low-price national hotel chain<\/li>\n<li>Doritos Nachos Cheese, a snack food<\/li>\n<li>Simple, an online banking service<\/li>\n<\/ul>\n<p>Each of these products has a unique set of features, design, name, and brand that are focused on a target customer. The characteristics of the products are different from competitors&#8217; products.<\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_623\" style=\"width: 685px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/09\/04104349\/Smarter_Banking___Simple.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-623\" class=\"wp-image-623\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/09\/04104349\/Smarter_Banking___Simple-1024x409.png\" alt=\"Screen shot of simple.com website showing the convenience of the banking services they offer: the Visa card, ATM access, &quot;powerful reporting,&quot; and photo check deposits.\" width=\"675\" height=\"269\" \/><\/a><\/p>\n<p id=\"caption-attachment-623\" class=\"wp-caption-text\">Source: https:\/\/www.simple.com\/banking<\/p>\n<\/div>\n<h2>Promotion<\/h2>\n<p><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104713\/Promotion1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2333 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104713\/Promotion1-1024x571.png\" alt=\"Green hexagon with the following text in the center: Promotion: What is the dialogue between customer and company? Outside the hexagon, to the right, is a list of considerations: Message; method of delivering message, timing of delivery; communications by customers and influencers; competitor promotions.\" width=\"376\" height=\"210\" \/><\/a>In the marketing mix, the term &#8220;promotion&#8221; refers to the communications that occur between the company and the customer.&nbsp;Promotion&nbsp;includes both the messages sent by the company and messages that customers send to the public about their experience. Examples of promotion include:<\/p>\n<ul>\n<li>An advertisement in Cooking Light magazine<\/li>\n<li>A customer&#8217;s review of the product on Tumblr<\/li>\n<li>A newspaper article in the local paper quoting a company employee as an expert<\/li>\n<li>A test message sent to a list of customers or prospects<\/li>\n<\/ul>\n<p>Marketing professionals have an increasingly difficult job influencing promotions that cannot be controlled by the company. The company&#8217;s formal messages and advertising are only one part of promotions.<\/p>\n<div id=\"attachment_525\" style=\"width: 361px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/09\/04104336\/like_us_facebook.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-525\" class=\"wp-image-525\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/09\/04104336\/like_us_facebook-300x89.png\" alt=\"facebook logo plus their slogan: &quot;Like us on facebook.&quot;\" width=\"351\" height=\"104\" \/><\/a><\/p>\n<p id=\"caption-attachment-525\" class=\"wp-caption-text\">Marketers often run social media campaigns, rewarding customers who &#8220;Like&#8221; the company on Facebook.<\/p>\n<\/div>\n<h2>Place<\/h2>\n<p><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104705\/Place.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2237 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104705\/Place-1024x575.png\" alt=\"Orange hexagon with the following text: Place: how does the customer act or buy? Outside the hexagon, at the right, is a list of considerations: location of purchase, ease of transaction, access to distribution channels, sales force, competitor approaches\" width=\"377\" height=\"212\" \/><\/a><\/p>\n<p>In the marketing mix, the term &#8220;place&#8221; refers to the distribution of the product. Where does the customer buy the product?&nbsp;&#8220;Place&#8221; might be a traditional brick-and-mortar store, or it could be online.&nbsp;Examples include:<\/p>\n<ul>\n<li>Distribution through an online retailer such as Amazon.com<\/li>\n<li>Use of a direct sales force that sells directly to buyers<\/li>\n<li>Sales through the company&#8217;s Web site, such as the shoe purchases at Nike.com<\/li>\n<li>Sales by a distributor or partner, such as the purchase of a Samsung phone from Best Buy or from a Verizon store<\/li>\n<\/ul>\n<p>In today&#8217;s world, the concept of &#8220;place&#8221; in the marketing mix rarely refers to a specific physical&nbsp;address. It takes into account the broad range of distribution channels that make it easy for the target customer to buy.<\/p>\n<p>How can a company like Starbucks that sells hot drinks from a storefront use mobile technology to improve distribution? Watch the video, below, to find out:<\/p>\n<p>https:\/\/youtu.be\/x_Ij0IjTvHw<\/p>\n<h2>Price<\/h2>\n<p><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104701\/Price.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2236 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/12\/04104701\/Price-1024x571.png\" alt=\"Turquoise hexagon with the following text in the middle: Price: what is the cost to the consumer? Outside the hexagon, at the right, is a list of considerations: value to buyer, price sensitivity, existing price points, discounts, competitor pricing\" width=\"376\" height=\"210\" \/><\/a><\/p>\n<p>In the marketing mix, the term &#8220;price&#8221; refers to the cost to the customer.&nbsp;This requires the company to analyze the product&#8217;s value for&nbsp;the target customer. Examples of price include:<\/p>\n<ul>\n<li>The price of a used college textbook in the campus bookstore<\/li>\n<li>Promotional pricing&nbsp;such as Sonic Drive-In&#8217;s&nbsp;half-price cheeseburgers on Tuesdays<\/li>\n<li>Discounts to trade customers, such as furniture discounts for interior designers<\/li>\n<\/ul>\n<p>Marketing professionals&nbsp;must analyze what buyers are willing to pay, what competitors are charging, and what the price means to the target customer when calculating&nbsp;the product&#8217;s value. Determining&nbsp;price&nbsp;is almost always a complicated analysis that brings together many variables.<\/p>\n<div id=\"attachment_629\" style=\"width: 467px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/09\/04104351\/Sonic-Cheeseburger.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-629\" class=\"wp-image-629\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2015\/09\/04104351\/Sonic-Cheeseburger.png\" alt=\"Sonic Cheeseburger ad\" width=\"457\" height=\"457\" \/><\/a><\/p>\n<p id=\"caption-attachment-629\" class=\"wp-caption-text\">Sonic offers discounts on cheeseburgers on Tuesday, which is typically&nbsp;a low sales day of&nbsp;the&nbsp;week.&nbsp;Source: https:\/\/www.sonicdrivein.com<\/p>\n<\/div>\n<h2><strong>Check Your Understanding<\/strong><\/h2>\n<p>Answer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does&nbsp;<strong>not<\/strong>&nbsp;count toward your grade in the class, and you can retake it an unlimited number of times.<\/p>\n<p>Use this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.<\/p>\n<p>\t<iframe id=\"lumen_assessment_735\" class=\"resizable\" src=\"https:\/\/assessments.lumenlearning.com\/assessments\/load?assessment_id=735&#38;embed=1&#38;external_user_id=&#38;external_context_id=&#38;iframe_resize_id=lumen_assessment_735\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:400px;\"><br \/>\n\t<\/iframe><\/p>\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-77\">\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>Components of the Marketing Mix. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot of Simple Banking. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screen Shot of Facebook Logo. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screen Shot of Sonic Burger Ad. <strong>Provided by<\/strong>: Lumen Learning. <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>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":141992,"menu_order":14,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Components of the Marketing Mix\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot of Simple Banking\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screen Shot of Facebook Logo\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screen Shot of Sonic Burger Ad\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"45b83395-aa49-4994-9d00-9b9771250987","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-77","chapter","type-chapter","status-publish","hentry"],"part":63,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/77","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/users\/141992"}],"version-history":[{"count":0,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/77\/revisions"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/parts\/63"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/77\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/media?parent=77"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapter-type?post=77"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/contributor?post=77"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/license?post=77"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}