Principles of Marketing Fundamentals of Marketing

Unit 1: Marketing Language

• Identify the definition of marketing.
• Identify definitions of key marketing terms and language.
• Identify components of a SWOT analysis.
• Simulation Overview:
• In this simulation, you will meet with Dean Kramer, the Marketing Director of Icon's Office Supply product group. Dean will discuss marketing terms, including a SWOT analysis, and how they are implemented in his product group. Throughout your conversation, Dean will ask you questions to test your understanding of the concepts discussed.

Unit 2: Four P's of Marketing

• Identify the four components of the marketing mix.
• Identify the stages of the product life cycle.
• Create a marketing mix using the four components of a marketing mix.
• Simulation Overview:
• In this simulation, you will meet with two of your employees to discuss the marketing mix for three products. Carol Chung, Icon's Marketing Communications

• Apply appropriate terms or language to marketing situations.
• Identify the four components of the marketing mix.
• Identify the stages of the product life cycle.
• Use proper methods to extend a product's life cycle.
• Identify characteristics to consider when implementing a market segmentation strategy.
• Apply the steps of the market segmentation process.