1. The World of Marketing Unit 1:
LEQ: Why do you think marketing is everywhere in society?
Have students name all of the different ways they encounter marketing messages each day. List ideas on the board. Answers may include print, radio, television, Internet, billboards, smart phone apps, video games
Ask LEQ. Answer may be: In a free market, businesses might fight to get the attention of customers in order to wind their business, thrive, and make a profit.
Click on coffee ad and read the copy on the ad to the students. Read: Before this business designed its print ad to appeal to customers, it performed a SWOT analysis that included researching the target market, or customers.
Ask: How would you describe the customer targeted by this ad?
Ask students to evaluate the visual components of the ad. Ask volunteers to explain how the visual components of the ad complement the text of the ad.
Read UEQ. Ask for comments.
Explain that this unit will teach students how businesses find out their strengths and weaknesses. Businesses have to ask themselves different types of questions to understand their own strengths and weaknesses.
Unit 1:
How do businesses find out their strengths and weaknesses in the marketplace?

2. American Marketing Association
2004: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Ask students to read the 2 definitions. How do they differ?
New definition includes the role marketing plays within society, and defines it as an educational process and philosophy—not just a management system. Shows that someone can market something to have value for society.

3. American Marketing Association
2007: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.