Unit Introduction: What is Marketing?
College Textbook Reading, Annotating, and Writing Assignment
(NOTE: This document is uploaded as a Word file as well.)
READ Chapter 1.1 in “Unit One: Marketing Definitions and Principles” from BUS 2013: Principles of Marketing, pp. 2-28.
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If you have to reprint the chapter handout distributed in class, remember to print out ONLY pp. 2-28 from the textbook!
http://www.saylor.org/courses/bus203/ (Links to an external site.)
REMINDER: Reading this chapter, annotating the chapter, and writing your responses to the discussion questions should take approximately 2-3 hours.
STEP ONE: Reading and annotating Chapter 1.1 “Marketing Definitions and Principles.”
- Before reading the chapter, Surveythe text by previewing and skimming the chapter, noting the external text features, visuals, and content of headings. Also, read the "Takeaway" and "Review Questions" before you begin reading and annotating the chapter. The approximate Lexile level of the chapter is 1070. Think about how this chapter compares in difficulty to other college textbook chapters we have read.
- Read and annotatethis chapter. Note the four components of marketingand historical background detailing how marketing has evolved over the last century. As you read further, note that all organizations and companies engage in some form of marketing. In this chapter, you will learn how marketers have learned to focus on the role of the customer and the value that customers place on products and services (or offerings). This chapter also outlines the basics of a marketing plan.
- REMINDER: Plan your study time! Reading this chapter, annotating the chapter, and responding in writing to the discussion questions should take approximately 2-3 hours.
STEP TWO: Respond in Writing to the Concepts in the Reading
- After you’ve read and annotated the chapter, respond to the "key questions"provided at the end of each section of this chapter. That is, write responses to Review Questions Sections, 1-4 in complete sentences into a Word doc - or Google doc, or Pages, saved as a .doc or pdf for upload.) Put a heading on the left margin of your paper that labels this set of responses as “Review Questions, sections 1-4.” You will have a total of twelve responses, one point each, for this part of the assignment.
- After you complete the review questions, type the label “Chapter 1 Questions, 1-3” below and respond to the Chap. 1 questions 1- 13 (pp. 26-27), again in complete sentences. This will be a total of 13 responses, one point each for this part of the assignment.
- Finally, select ONE of the four “Activities" scenarios. Then, write a paragraph responseto that ONE activity scenario. Remember these are "thinking" questions and may even require a little research on your part. This is a five point prompt, so make sure you have written an "A" level paragraph in response to it. This means you will need a topic sentence, supporting, illustrations, details, and explanationsrelated to the prompt.
- PROOFREAD your responses to make sure they are complete and logical responses to the questions. Tip: Ask another person to read your responses out loud to you. Do they trips over your sentences and phrasing in specific responses? If so, revise those responses for correctness and clarity.
- UPLOAD your document to CANVAS. If you are using a word processing program that is not Word, you need to do a "save as" Word doc or pdf of the document first, so it will upload properly here. To access the upload location in Canvas, open this assignment and look for the submit button on the right of the screen.
- REMINDER: Reading this chapter, annotating the chapter, and writing your responses to the discussion questions should take approximately 2-3 hours.
A BRIEF OVERVIEW OF NIKE, INC.Nike, Inc.
is a major publicly tradedsportswear and equipment supplier based in theUnitedStates. The company is headquartered near Beaverton,Oregon. It is the world's leading supplier of athletic shoesandappareland a major manufacturer of sports equipmentwith revenue inexcess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, itemployed more than 30,000 people worldwide. Nike andPrecision Castpartsare the onlyFortune 500companies headquartered in the state of Oregon, according to
.The company was founded in January 1964 as
Blue Ribbon Sports
byBillBowermanandPhilip Knight, and officially became Nike, Inc. in 1978. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+,Air Jordan, NikeSkateboardingand subsidiaries includingCole Haan,Hurley International,UmbroandConverse. Nike also owned Bauer Hockey (later renamed Nike Bauer ) between 1995 and2008. In addition to manufacturing sportswear and equipment, the company operates retailstores under the Niketown name. Nike sponsors many high profile athletes and sports teamsaround the world, with the highly recognized trademarks of "Just do it" and theSwooshlogo.
A BRIEF HISTORY
The company initially operated as a distributor for Japaneseshoe maker Onitsuka Tiger (now ASICS), making most salesat track meets out of Knight's automobile. The company's profits grew quickly, and in 1966, BRS opened its first retailstore, located on Pico Boulevard inSanta Monica, California.By 1971 BRS prepared to launch its own line of footwear, whichwould bear the newly designed
byCarolyn Davidson. TheSwoosh was first used by Nike in June 1971, and was registeredwith theU.S. Patent and Trademark Officeon January 22, 1974.The first shoe sold to the public to carry this design wasasoccer shoe named
, which was released in the summer of 1971. Beginning withIlie Năstase, the first professional athlete to sign with BRS/Nike, the sponsorship of athletes became a key marketingtool for the rapidly growing company.By 1980, Nike had reached a 50% market share in the U.S. athletic shoe market, and thecompany went public in December of that year.
Its growth was due largely to 'word-of-foot'advertising (to quote a Nike print ad from the late 1970s), rather than television ads. Nike's firstnational television commercials ran in October 1982 during the broadcast of the New York Marathon.Together, Nike and Wieden+Kennedy have created many print and television advertisementsand the agency continues to be Nike's primary today. Throughout the 1980s, Nike expanded its product line to include many other sports and regions throughout the world.3