1 Marketing and You

Section 1.1 Marketing

Objectives After completing this section, you will be able to define the function of marketing. explain the importance of marketing. describe why it is important to study marketing.

Key Terms market marketing need want business function functions of business consumer

What Is Marketing? Marketing consists of dynamic activities that identify, anticipate, and satisfy customer demand while making a profit The function of marketing is to meet customer needs and wants with products they can and will buy Marketing is a function of business, the term for all of the activities involved in developing and exchanging products and services

The Four Functions of Business Goodheart-Willcox Publisher

Why Study Marketing? Learning about marketing will make you a better consumer Knowing about marketing helps you understand how businesses influence purchasing Learning about marketing will make you a better employee

Section 1.2 Careers in Marketing

Objectives After completing this section, you will be able to describe a marketing professional. discuss the importance of planning for your career. explore whether a marketing career might be for you. © Goodheart-Willcox Co., Inc.

Key Terms marketing professional job career profession career cluster career pathways goal short-term goal long-term goal goal setting SMART goals

Marketing Professionals A marketing professional is the person who helps determine the marketing needs of a company, develops and implements marketing plans, and focuses on customer satisfaction Activities involved in marketing include Determining what type of research about customers is needed Deciding how to get products to the customers Pricing, promoting, and selling the products Deciding how to manage data and information

Explore Your Career Options A job is the work a person does regularly in order to earn money A career is a series of related jobs in the same profession, the term used for jobs in a business field requiring similar education, training, or skills Studying the career clusters is a good starting point to see where your interests lie

Explore Your Career Options (Continued) Career clusters are 16 groups of occupational and career specialties that share common knowledge and skills Career pathways under the marketing cluster Marketing Communications Marketing Management Marketing Research Merchandising Professional Sales

Five Levels of Careers Entry-level positions are first jobs Career-level positions require some skills Specialist-level positions require specialized knowledge, but do not supervise others Supervisory-level positions require specialized knowledge and management skills Executive level positions are the highest level of management

Career Planning Set a career goal, something a person wants to achieve in a specified time period Short-term goals can be achieved in under one year Long-term goals can be achieved in more than a year Set SMART goals that are Specific Measurable Attainable Realistic Timely

Goodheart-Willcox Publisher

Why a Career in Marketing? Consider a career as a marketing professional based on your different Interests Skills Abilities Opportunities are endless

Review Define the term marketing. Answer: Dynamic activities that identify, anticipate, and satisfy customer demand while making a profit. What is the difference between short-term goals and long-term goals? Answer: Short-term goals can be achieved in under one year. Long-term goals can be achieved in more than a year.