Marketing Dynamics provides a well-rounded introduction to the four Ps—product, price, place, and promotion. Other essential topics, such as marketing research and target market identification, are also covered. College and career readiness activities covering writing, speaking, and listening are incorporated. Related activities provide students an opportunity to create a personal portfolio for use when exploring volunteer, education and training, or career opportunities. Career Ready Practices are also included.
DECA activities are included in each of the 33 chapters to support leadership development.
An ongoing marketing plan provides a project-based hands-on learning activity that builds at the end of each unit (data files are posted on the student companion website).
The text supports student preparation for the A•S•K Institute's Fundamental Marketing Concepts certification exam.
Products & Prices6-12 Education
Table of Contents
Unit 1: Marketing Dynamics
1. Marketing and You 2. Marketing Basics 3. Business Basics 4. Marketing Plan 5. Ethics and Social Responsibility
Unit 2: Dynamics of the Economy
6. Economic Principles and Systems 7. Market Forces and Economic Indicators 8. Business Cycles and the Role of Government 9. Global Trade
Unit 3: Marketplace Dynamics
10. Marketing Research 11. Competition 12. Targeting a Market 13. Business-to-Consumer (B2C) Marketing 14. Business-to-Business (B2B) Marketing
Unit 4: Product Dynamics
15. Products and Services 16. New Product Development 17. Branding
Unit 5: Price Dynamics
18. Price 19. Price Strategies
Unit 6: Place Dynamics
20. Place 21. Purchasing and Inventory Control
Unit 7: Promotion Dynamics
22. Communication Process 23. Promotions 24. Advertising 25. Visual Merchandising 26. Personal Selling
Unit 8: Dynamics of Marketing Management
27. Management Skills 28. Marketing Management
Unit 9: Professional Development Dynamics
29. Planning for Success 30. Preparing for Your Career
Unit 10: Dynamics of Entrepreneurship
31. Entrepreneurship 32. Risk Management 33. Business Funding
Brenda Clark - Brenda Clark is a retired CTE director, marketing instructor, SBE advisor, and DECA advisor for Jenison, Michigan Public Schools. She was named Marketing Teacher of the Year at state and national levels. She currently serves as the Professional Development Manager for MBA Research and Curriculum Center and is the co-author of Marketing Dynamics and Entrepreneurship. Brenda’s marketing program was named Business of the Year by the Jenison Chamber of Commerce. Two of her marketing department’s school-based enterprises have earned numerous Gold Certifications. She earned a bachelor degree in marketing education, a master degree in educational leadership, and an EdD in educational leadership with a concentration in career and technical education from Western Michigan University.
Cynthia Gendall Basteri - is currently Director of Community Services for Tewksbury Public Schools, Massachusetts. Previously, she taught marketing for 26 years. In addition to serving as a Competitive Events Director at the district, state, and national levels, she served on DECA's National Task Force for Competitive Events and the Secondary Program Advisory Council. She earned both her bachelor's degree in Mathematics and master's degree in Occupational Education/Administration from Fitchburg State College and received a doctorate degree from Nova Southeastern University.
Chris Gassen - is the principal of an investment firm and was formerly an equity mutual fund manager, financial analyst, accountant, and college instructor. Chris writes educational materials and business valuations. He holds a master of business administration degree with a concentration in finance from Indiana University and a bachelor of science degree in management from Oakland University. He is a Chartered Financial Analyst (CFA) and served as a grader for the national CFA exam.
Michelle Walker - is the owner of Trebla Consulting, LLC. Prior to founding Trebla Consulting, Michelle was director of education at DECA Inc., where she used diverse professional development engagement strategies to expand and strengthen the performance of 5,900 teachers and managers in the high school and collegiate divisions. She previously worked with a variety of education, nonprofit and private organizations including Texas Education Agency, University of North Texas and Walker Consulting. Walker has a doctor of philosophy degree in applied technology, training and development from the University of North Texas. She also taught marketing education and was a DECA advisor in the Dallas Independent School District.