Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

2. Marketing’s Role within
   the Firm or Nonprofit
   Organization

Text © The McGraw−Hill

Companies, 2002

chapter and the rest of the book,

let’s consider Dell Computers.

As a freshman in college,

Michael Dell started buying and

reselling computers from his dorm

room. At that time, the typical mar-

keting mix for PCs emphasized

distribution through specialized

computer stores that sold to busi-

ness users and some final

consumers. Often the dealers’

service quality didn’t justify the

high prices they charged, the

features of the PCs they had

in stock didn’t match what

customers wanted, and

repairs were a hassle.

Dell decided there was a

target market of price-conscious

customers who would respond to a

30

Chapter Two

Marketing’s Role

within the Firm or

Nonprofit

Organization

30

When You
Finish This Chapter,
You Should

1.Know what the
marketing concept
is—and how it should
affect strategy plan-
ning in a firm or
nonprofit organiza-
tion.

2.Understand what
customer value is and
why it is important to
customer satisfaction.

3.Understand what a
marketing manager
does.

4.Know what market-
ing strategy planning
is—and why it will be
the focus of this
book.

5.Understand target
marketing.

6.Be familiar with the
four Ps in a marketing
mix.

7.Know the differ-
ence between a
marketing strategy, a
marketing plan, and a
marketing program.

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

As you saw in Chapter 1, market-

ing and marketing management are

important in our society—and in

business firms and nonprofit orga-

nizations. To get you thinking about

the marketing strategy planning

ideas we will be developing in this

place

price

promotion

produc