{"id":5,"date":"2015-08-28T15:00:31","date_gmt":"2015-08-28T15:00:31","guid":{"rendered":"http:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/chapter\/chapter-1\/"},"modified":"2017-07-13T19:21:48","modified_gmt":"2017-07-13T19:21:48","slug":"chapter-1","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/chapter\/chapter-1\/","title":{"raw":"Why It Matters: What Is Marketing?","rendered":"Why It Matters: What Is Marketing?"},"content":{"raw":"

Why learn about marketing?<\/h2>\r\nWhen you hear the term \"marketing,\" what comes to mind?\r\n\r\nBased on what you know about marketing right now,\u00a0what one word would you use to describe it? Take a moment to write it\u00a0down. We'll come back to it shortly.\r\n\r\nMarketing is a tool\u00a0used by companies, organizations, and people\u00a0to\u00a0shape our perceptions and persuade us to change our behavior.\u00a0The most effective marketing uses a well-designed strategy and a variety of techniques to alter how people think about and interact with the object in question. Less-effective marketing causes people to turn off, tune out, or not even notice.\r\n\r\nWhy should you care about marketing? Marketing is an ever-present force in modern society, and it can work amazingly well to influence\u00a0what we do and why we do it. Consider these points:\r\n

Marketing sells products.<\/h3>\r\n[caption id=\"attachment_2074\" align=\"aligncenter\" width=\"875\"]\"Results<\/a> Source: Amazon recommendation engine[\/caption]\r\n

Marketing changes how you think about things.<\/h3>\r\nhttps:\/\/youtu.be\/OAlyHUWjNjE\r\n

Marketing shifts behavior.<\/h3>\r\n[caption id=\"attachment_2118\" align=\"aligncenter\" width=\"600\"]\"Ad<\/a> Ad Council's 1961\u20131983 anti-pollution campaign for Keep America Beautiful. The iconic \u201cCrying Indian\u201d ad, which featured Italian-American actor Iron Eyes Cody, first aired on Earth Day in 1971. The campaign helped reduce litter by as much as 88 percent by 1983 and won two Clio Awards.[\/caption]\r\n

Marketing creates memorable experiences.<\/h3>\r\nhttps:\/\/youtu.be\/YMJD53fxihU\r\n

Marketing alters history.<\/h3>\r\nhttps:\/\/youtu.be\/KQNBNiXGMiA\r\n\r\nMarketing can\u00a0use a variety of elements to shape perceptions and behavior: words, images, design, experiences, emotions, stories, relationships, humor, sex appeal, etc. And it can\u00a0use a wide variety of tactics, from advertising and events to social media and search-engine optimization.\u00a0Often the purpose is to sell products, but as you can see from the examples above, the goal of any specific marketing effort may\u00a0have little to do with money and much more to do with what you think and do.\r\n\r\nBy the time you finish this course,\u00a0you will have a broader understanding of marketing beyond TV commercials\u00a0and billboards\u00a0and those annoying pop-up\u00a0ads on the Web sites you visit. You'll learn how to see marketing for what it is. You'll learn how to be a smart consumer and a smart user of marketing techniques when the need for them arises in your life.\r\n\r\nGo back to that word you jotted down to describe marketing at the top of the page.\u00a0Now that you've had a little more exposure to the concept, what word comes to mind to describe \"marketing\"? Is it the same word you chose earlier, or are you starting to think differently?\r\n\r\nStay tuned for more!","rendered":"

Why learn about marketing?<\/h2>\n

When you hear the term “marketing,” what comes to mind?<\/p>\n

Based on what you know about marketing right now,\u00a0what one word would you use to describe it? Take a moment to write it\u00a0down. We’ll come back to it shortly.<\/p>\n

Marketing is a tool\u00a0used by companies, organizations, and people\u00a0to\u00a0shape our perceptions and persuade us to change our behavior.\u00a0The most effective marketing uses a well-designed strategy and a variety of techniques to alter how people think about and interact with the object in question. Less-effective marketing causes people to turn off, tune out, or not even notice.<\/p>\n

Why should you care about marketing? Marketing is an ever-present force in modern society, and it can work amazingly well to influence\u00a0what we do and why we do it. Consider these points:<\/p>\n

Marketing sells products.<\/h3>\n
\"Results<\/a><\/p>\n

Source: Amazon recommendation engine<\/p>\n<\/div>\n

Marketing changes how you think about things.<\/h3>\n