2. 1
Marketing and You

3. Section 1.1
Marketing

4. 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.

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

6. 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

7. The Four Functions of Business
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8. 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

9. Section 1.2
Careers in Marketing

10. 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.
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11. Key Terms
marketing professional job career profession career cluster career pathways goal
short-term goal
long-term goal
goal setting
SMART goals

12. 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

13. 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

14. 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

15. 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

16. 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

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

19. 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.