Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

1. Marketing’s Role in the
   Global Economy

Text © The McGraw−Hill

Companies, 2002

When You
Finish This Chapter,
You Should

1.Know what market-
ing is and why you
should learn about it.

2.Understand the dif-
ference between
micro-marketing and
macro-marketing.

3.Know why and how
macro-marketing sys-
tems develop.

4.Understand why
marketing is crucial to
economic develop-
ment and our
global economy.

5.Know why market-
ing specialists—
including middlemen
and facilitators—
develop.

6.Know the market-
ing functions and who
performs them.

7.Understand the
important new terms
(shown in red).

Chapter One

Marketing’s Role

in the Global

Economy

When it’s time to roll out of bed

in the morning, does your Sony

alarm clock wake you with a

buzzer or playing your favorite

radio station? Is the station playing

hip-hop, classical, or country

music—or perhaps a Red Cross

ad asking you to contribute blood?

Will you slip into your Levi’s jeans,

your shirt from Abercrombie and

Fitch, and your Nikes, or does the

day call for your Brooks Brothers

interviewing suit? Will breakfast be

Lender’s Bagels with cream cheese

or Kellogg’s Frosted Flakes—made

with grain from America’s

heartland—or some extra-large

eggs and Oscar Mayer bacon

cooked in a Panasonic microwave

oven imported from Japan? Will

you drink Maxwell House decaf

coffee grown in Colombia or

some Tropicana Orange Juice?

Will you eat at home or is this

a day to meet a friend at the

Marriott-run cafeteria—where

you’ll pay someone else to

serve your breakfast? To figure

place

price

promotion

produc