Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

1. Marketing’s Role in the
   Global Economy

Text © The McGraw−Hill

Companies, 2002

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3

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out what the day holds, will

you need to log on to AOL to

check your e-mail, or perhaps

check the calendar on your

Palm? Will you head off to

school or work in a VW Beetle

or on a bus that the city

bought from General Motors,

or is this the right kind of day

to dust off your Razor

scooter?

When you think about it,

you can’t get very far into a

day without bumping into mar-

keting—and what the whole

marketing system does for

you. It affects every aspect of

our lives—often in ways we

don’t even consider.

In other parts of the world,

people wake up each day to

different kinds of experiences.

A family in China may have lit-

tle choice about what food

they will eat or where their

clothing will come from. A

farmer in the mountains of

Jamaica may awake in a bar-

ren hut with little more than

the hope of raising enough to

survive. A businessperson in a

large city like Tokyo may have

many choices but not be

familiar with products that

have names like Maxwell

House, General Motors, and

Oscar Mayer.

What explains these differ-

ences, and what do they have

to do with marketing? In this

chapter, we’ll answer ques-

tions like these. You’ll see

what marketing is all about

and why it’s important to you.

We’ll also explore how market-

ing affects the quality of life in

different societies and why it is

so crucial to economic devel-

opment and our global

economy.

place

price

promotion

ct product