What Will You Learn?

• • Identify the four parts of the marketing mix (product, price, place, and promotion)
• • Describe how they influence marketing activities (e.g., selling, advertising, customer
• • Service, distribution, promotion); – describe the types of products (e.g., goods, services; durable, non-durable) offered by retail and service businesses;
• • Define the basic nature and scope of marketing activities (e.g., sales, pricing, branding,
• • Classify products according to type (e.g., good, service, event; consumer, industrial, institutional);
• • Describe the role of public relations as a component of promotional strategies;
• • Explain the need for firms to demonstrate good corporate citizenship and organizational ethics in their day-to-day marketing practices (e.g., truth in advertising, confidentiality of marketing research, observing regulations regarding advertising to children, informing consumers of safety issues);
• • Classify employment opportunities by marketing function (e.g., sales, transportation, advertising);
• • Describe the steps and stages in the creation of a marketing plan for a good, service, or event;
• • Produce a marketing plan for the selected product, using current information Technology
• • Outline a strategic plan (e.g., goals, marketing research, purpose of product, mission statement) for a real or simulated product (good, service, or event);
• • Apply the marketing mix to the selected product;