{"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":"2024-05-13T15:53:09","modified_gmt":"2024-05-13T15:53:09","slug":"chapter-1","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/chapter-1\/","title":{"raw":"Why It Matters: What Is Marketing?","rendered":"Why It Matters: What Is Marketing?"},"content":{"raw":"<h2>Why\u00a0explain what marketing is\u00a0and\u00a0how\u00a0it's used?<\/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 product or service\u00a0in 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<h3>Marketing sells products.<\/h3>\r\n[caption id=\"attachment_2074\" align=\"aligncenter\" width=\"875\"]<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2015\/12\/23225512\/Recommendations_scrubbed.png\"><img class=\"wp-image-2074 size-full\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2015\/12\/23225512\/Recommendations_scrubbed.png\" alt=\"Results of an Amazon &quot;recommendation.&quot; The text reads, &quot;Recommendations for You,&quot; and shows five book covers: Little Lost Unicorn, Unicorn Wings, Glitter Tattoos: Unicorns, 50 State Commemorative Quarters, Unicorns Coloring Book.\" width=\"875\" height=\"269\" \/><\/a> Source: Amazon recommendation engine[\/caption]\r\n<h3>Marketing changes how you think about things.<\/h3>\r\n<iframe src=\"\/\/plugin.3playmedia.com\/show?ad=1&amp;ad_autoplay=0&amp;ad_default_source_volume_control=0&amp;ad_source_volume_control=0&amp;mf=4393821&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=OAlyHUWjNjE&amp;video_target=tpm-plugin-twrv9znr-OAlyHUWjNjE\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe>\r\n\r\nYou can view the\u00a0<a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/BestCommercialEver_alternative.txt\" target=\"_blank\" rel=\"noopener\">text alternative\u00a0for \"Best Commercial EVER!!!\" (opens in new window)<\/a>.\r\n<h3>Marketing creates memorable experiences.<\/h3>\r\n<iframe src=\"\/\/plugin.3playmedia.com\/show?mf=1272615&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=YMJD53fxihU&amp;video_target=tpm-plugin-jjsb72v4-YMJD53fxihU\" width=\"800px\" height=\"520px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe>\r\n\r\nYou can <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/IKEABIGSleepover.txt\" target=\"_blank\" rel=\"noopener\">view the transcript for \"IKEA BIG Sleepover\" (opens in new window)<\/a>.\r\n<h3>Marketing alters history.<\/h3>\r\n<iframe src=\"\/\/plugin.3playmedia.com\/show?ad=1&amp;ad_autoplay=0&amp;ad_default_source_volume_control=0&amp;ad_source_volume_control=0&amp;mf=1272616&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=KQNBNiXGMiA&amp;video_target=tpm-plugin-ekf8h6i2-KQNBNiXGMiA\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe>\r\n\r\nYou can <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/CommercialReagan1984ElectionAd_transcript.txt\" target=\"_blank\" rel=\"noopener\">view the transcript for \"Reagan 1984 Election Ad (Bear in the woods)\" (opens in new window)<\/a>\u00a0or the <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/CommercialReagan1984ElectionAd_alternative.txt\" target=\"_blank\" rel=\"noopener\">text alternative for \"Reagan 1984 Election Ad (Bear in the woods)\" (opens in new window)<\/a>.\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 websites 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!\r\n<h3>Learning Outcomes<\/h3>\r\n<ul>\r\n \t<li>Define marketing<\/li>\r\n \t<li>Identify evidence of marketing in everyday life<\/li>\r\n \t<li>Demonstrate a clear understanding of the marketing concept<\/li>\r\n \t<li>Describe the role of marketing in building and managing customer relationships<\/li>\r\n \t<li>Describe how different types of organizations, such as non-profits, consumer product (B2C) firms and business-to-business (B2B) organizations, use marketing<\/li>\r\n \t<li>Explain how marketing creates value for the consumer, the company, and society<\/li>\r\n<\/ul>","rendered":"<h2>Why\u00a0explain what marketing is\u00a0and\u00a0how\u00a0it&#8217;s used?<\/h2>\n<p>When you hear the term &#8220;marketing,&#8221; what comes to mind?<\/p>\n<p>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&#8217;ll come back to it shortly.<\/p>\n<p>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 product or service\u00a0in question. Less-effective marketing causes people to turn off, tune out, or not even notice.<\/p>\n<p>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<h3>Marketing sells products.<\/h3>\n<div id=\"attachment_2074\" style=\"width: 885px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2015\/12\/23225512\/Recommendations_scrubbed.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2074\" class=\"wp-image-2074 size-full\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2015\/12\/23225512\/Recommendations_scrubbed.png\" alt=\"Results of an Amazon &quot;recommendation.&quot; The text reads, &quot;Recommendations for You,&quot; and shows five book covers: Little Lost Unicorn, Unicorn Wings, Glitter Tattoos: Unicorns, 50 State Commemorative Quarters, Unicorns Coloring Book.\" width=\"875\" height=\"269\" \/><\/a><\/p>\n<p id=\"caption-attachment-2074\" class=\"wp-caption-text\">Source: Amazon recommendation engine<\/p>\n<\/div>\n<h3>Marketing changes how you think about things.<\/h3>\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?ad=1&amp;ad_autoplay=0&amp;ad_default_source_volume_control=0&amp;ad_source_volume_control=0&amp;mf=4393821&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=OAlyHUWjNjE&amp;video_target=tpm-plugin-twrv9znr-OAlyHUWjNjE\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\n<p>You can view the\u00a0<a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/BestCommercialEver_alternative.txt\" target=\"_blank\" rel=\"noopener\">text alternative\u00a0for &#8220;Best Commercial EVER!!!&#8221; (opens in new window)<\/a>.<\/p>\n<h3>Marketing creates memorable experiences.<\/h3>\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?mf=1272615&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=YMJD53fxihU&amp;video_target=tpm-plugin-jjsb72v4-YMJD53fxihU\" width=\"800px\" height=\"520px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\n<p>You can <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/IKEABIGSleepover.txt\" target=\"_blank\" rel=\"noopener\">view the transcript for &#8220;IKEA BIG Sleepover&#8221; (opens in new window)<\/a>.<\/p>\n<h3>Marketing alters history.<\/h3>\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?ad=1&amp;ad_autoplay=0&amp;ad_default_source_volume_control=0&amp;ad_source_volume_control=0&amp;mf=1272616&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=KQNBNiXGMiA&amp;video_target=tpm-plugin-ekf8h6i2-KQNBNiXGMiA\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\n<p>You can <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/CommercialReagan1984ElectionAd_transcript.txt\" target=\"_blank\" rel=\"noopener\">view the transcript for &#8220;Reagan 1984 Election Ad (Bear in the woods)&#8221; (opens in new window)<\/a>\u00a0or the <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/CommercialReagan1984ElectionAd_alternative.txt\" target=\"_blank\" rel=\"noopener\">text alternative for &#8220;Reagan 1984 Election Ad (Bear in the woods)&#8221; (opens in new window)<\/a>.<\/p>\n<p>Marketing 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.<\/p>\n<p>By 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 websites you visit. You&#8217;ll learn how to see marketing for what it is. You&#8217;ll learn how to be a smart consumer and a smart user of marketing techniques when the need for them arises in your life.<\/p>\n<p>Go back to that word you jotted down to describe marketing at the top of the page.\u00a0Now that you&#8217;ve had a little more exposure to the concept, what word comes to mind to describe &#8220;marketing&#8221;? Is it the same word you chose earlier, or are you starting to think differently?<\/p>\n<p>Stay tuned for more!<\/p>\n<h3>Learning Outcomes<\/h3>\n<ul>\n<li>Define marketing<\/li>\n<li>Identify evidence of marketing in everyday life<\/li>\n<li>Demonstrate a clear understanding of the marketing concept<\/li>\n<li>Describe the role of marketing in building and managing customer relationships<\/li>\n<li>Describe how different types of organizations, such as non-profits, consumer product (B2C) firms and business-to-business (B2B) organizations, use marketing<\/li>\n<li>Explain how marketing creates value for the consumer, the company, and society<\/li>\n<\/ul>\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-5\">\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>Why It Matters: What Is Marketing? . <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 class=\"license-attribution-dropdown-subheading\">CC licensed content, Specific attribution<\/div><ul class=\"citation-list\"><li>People Start Pollution. <strong>Provided by<\/strong>: Ad Council. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/en.wikipedia.org\/wiki\/File:People_Start_Pollution_-_1971_Ad.jpg#\/media\/File:People_Start_Pollution_-_1971_Ad.jpg\">https:\/\/en.wikipedia.org\/wiki\/File:People_Start_Pollution_-_1971_Ad.jpg#\/media\/File:People_Start_Pollution_-_1971_Ad.jpg<\/a>. <strong>License<\/strong>: <em>Other<\/em>. <strong>License Terms<\/strong>: Fair use under United States copyright law<\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>IKEA Big Sleepover. <strong>Provided by<\/strong>: IKEA UK. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/YMJD53fxihU\">https:\/\/youtu.be\/YMJD53fxihU<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube license<\/li><li>Commercial - Reagan 1984 Election Ad (Bear in the woods). <strong>Authored by<\/strong>: jpspin2122. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/KQNBNiXGMiA\">https:\/\/youtu.be\/KQNBNiXGMiA<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube license<\/li><li>Best Commercial EVER!. <strong>Authored by<\/strong>: loveallaroundyou. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/OAlyHUWjNjE\">https:\/\/youtu.be\/OAlyHUWjNjE<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube license<\/li><li>Screen shot of Amazon unicorn recommendations. <strong>Provided by<\/strong>: Amazon. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Fair Use<\/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":20,"menu_order":1,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Why It Matters: What Is Marketing? \",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc-attribution\",\"description\":\"People Start Pollution\",\"author\":\"\",\"organization\":\"Ad Council\",\"url\":\"https:\/\/en.wikipedia.org\/wiki\/File:People_Start_Pollution_-_1971_Ad.jpg#\/media\/File:People_Start_Pollution_-_1971_Ad.jpg\",\"project\":\"\",\"license\":\"other\",\"license_terms\":\"Fair use under United States copyright law\"},{\"type\":\"copyrighted_video\",\"description\":\"IKEA Big Sleepover\",\"author\":\"\",\"organization\":\"IKEA UK\",\"url\":\"https:\/\/youtu.be\/YMJD53fxihU\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube license\"},{\"type\":\"copyrighted_video\",\"description\":\"Commercial - Reagan 1984 Election Ad (Bear in the woods)\",\"author\":\"jpspin2122\",\"organization\":\"\",\"url\":\"https:\/\/youtu.be\/KQNBNiXGMiA\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube license\"},{\"type\":\"copyrighted_video\",\"description\":\"Best Commercial EVER!\",\"author\":\"loveallaroundyou\",\"organization\":\"\",\"url\":\"https:\/\/youtu.be\/OAlyHUWjNjE\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube license\"},{\"type\":\"copyrighted_video\",\"description\":\"Screen shot of Amazon unicorn recommendations\",\"author\":\"\",\"organization\":\"Amazon\",\"url\":\"\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Fair Use\"}]","CANDELA_OUTCOMES_GUID":"6dc4d274-f303-4081-8db3-bd2cc5718b81","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[47],"contributor":[],"license":[],"class_list":["post-5","chapter","type-chapter","status-publish","hentry","chapter-type-standard"],"part":3,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/5","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/users\/20"}],"version-history":[{"count":38,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/5\/revisions"}],"predecessor-version":[{"id":9056,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/5\/revisions\/9056"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/parts\/3"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/5\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/media?parent=5"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapter-type?post=5"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/contributor?post=5"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/license?post=5"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}