美国加州教材 Marketing Essentials – Interactive Student Edition 2006 .pdf

interactivestudenteditionLois Schneider FareseGrady KimbrellCarl A.Woloszyk,Ph.D.Copyright 2006 by The McGraw-Hill Companies,Inc.All rights reserved.Except as permitted under the United States Copyright Act,no part of this publication may be reproduced or distributed in any form by any means,or stored in a database or retrieval system,without prior written permission of the publisher.Printed in the United States of America.Send all inquiries to:Glencoe/McGraw-Hill21600 Oxnard Street,Suite 500Woodland Hills,CA 91367ISBN 0-07-861257-8(Student Edition)ISBN 0-07-868914-7(Teacher Wraparound Edition)2 3 4 5 6 7 8 9 079 10 09 08 07 06 05About the AuthorsLois Schneider Farese is a nationally recognized secondary marketing educator and DECA advisor from New Jersey.She has been involved in organizing and running New Jersey regional and state DECA conferences and has also participated as series director and event manager at state and national DECA conferences.The State Officer Action Team presented Farese with the Outstanding Service Award for her dedication,professionalism,and commitment to New Jersey DECA in 1993,1996,and 1999,as well as with the Honorary Life Membership Award in 1990 for setting a new level of professionalism for local advisors.She was inducted into the DECA Hall of Fame in 1996.Farese was named“Teacher of the Year”in 1981 by the Marketing Education Association of New Jersey.In 1993 and 1999,the University of Richmond recognized Farese for her contribu-tions to the intellectual growth and achievement of students who graduated from her marketing program.In 2000,Farese was the nominee from Northern Highlands Regional High School for the Princeton Prize for Distinguished Secondary School Teaching.Farese holds a bachelors degree in business and distributive education and two masters de-grees from Montclair State University in New Jersey.Grady Kimbrell,a nationally recognized author and consultant on career education,began his career in education teaching high school business in Kansas.After relocating to Southern California,Kimbrell taught business courses and coordinated students in-class activities with their on-the-job experience.He later directed the work experience program for the high schools of Santa Barbara,California.A pioneer in the use of computers as a tool for educational research,Kimbrell has assisted school districts with a wide variety of research and evaluation activities.His research into on-the-job work activities led to the development of a new type of career interest inventory used in career guidance.In addition,Kimbrell has served on numerous state instructional program committees and writing teams,designed educational computer programs,and produced educa-tional films.Kimbrell holds degrees in business administration,educational psychology,and business education.Carl A.Woloszyk is a professor emeritus from Western Michigan University with an extensive background in marketing education.He has served as a state department of education consultant for marketing and cooperative education,DECA and Delta Epsilon Chi state advisor,a career and technical administrator for a regional education service agency,and a secondary marketing teacher-coordinator.As a secondary marketing teacher-coordinator,he taught beginning and advanced marketing courses.His students have received numerous awards at district,state,and national DECA conferences.Woloszyk has served on the board of directors for DECA;he has been president of the Marketing Education Foundation and of the Cooperative Work Experience Education Association of ACTE.He is a board member of the Michigan Marketing Educators Association.He has received the Marketing Education Professional Award from the national Marketing Education Association for Exemplary Service to Marketing Education.Woloszyk holds a masters degree from Eastern Michigan University and an educational specialist degree in occupational education from the University of Michigan.He received his doctorate in business and distributive education from Michigan State University.iiiDennis BristowProfessor of Marketing St.Cloud State University St.Cloud,MinnesotaMonica CaillouetEast Ascension High School Gonzales,LouisianaDeborah DeaconStoneham High School Stoneham,MassachusettsJennifer Killingsworth West Hall High SchoolOakwood,GeorgiaLiberty A.LacyWoodland High SchoolWoodland,WashingtonAtkins D.Trey Michael,IIIMarketing Education Consultant North Carolina Department of Public Instruction Tom ScharineOregon High SchoolOregon,Wisconsin Michael T.SeltzerOxford AcademyCypress,CaliforniaJames W.ToddMac Arthur High SchoolSan Antonio,TexasMichelle Totra Lindbergh High SchoolSt.Louis,MissouriDana YoungYuma High School Yuma,Colorado Reviewersiv Contributing Writer Priscilla McCallaProfessional and Program Development DirectorDECAReston,Virginia v The World of Marketing xxviCHAPTER 1Marketing Is All Around Us.2DECA Connection .3 Section 1.1 Marketing and the Marketing Concept.4 Section 1.2 T