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

Marketing’s Role in the Global Economy 23

Berlin Wall illustrates this point. With the reunification of Germany, the political

limits on trade were gone. Yet consumers still faced problems getting the food they

wanted. Eastern Germany had no efficient wholesalers to supply the chain of 170

Konsum retail stores, which were previously state-owned. And it was expensive for

producers in the West who wanted to reach the market in the East to do it with-

out help. However, the Tegut grocery chain in the West saw the opportunity and

quickly did something about it. Tegut established an automated warehouse in the

East to supply the Konsum stores. The warehouse made it economical to assemble

needed assortments of products from many different producers. Further, Tegut set

up a computer network to provide timely reordering from the warehouse, online

Many Individual Producers

(heterogeneous supply)

Many Individual Consumers

(heterogeneous demand)

To overcome discrepancies and

separation of producers and consumers

Perform universal marketing functions

To create utility and direct flow of

need-satisfying goods and services

Middlemen

intermediaries Facilitators

Monitoring by government(s)

and public interest groups

Exhibit 1-4

Model of a Market-Directed

Macro-Marketing System

Facilitators—including the delivery

firms that handle perishable

cargo at Baltimore/Washington

International Airport and Internet

service providers like Global

Crossing—may help a marketing

manager with one or more of the

marketing functions.