Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

20. Managing Marketing’s
    Link with Other Functional
    Areas

Text © The McGraw−Hill

Companies, 2002

Managing Marketing’s Link with Other Functional Areas 601

9. Explain the difference between natural accounts
   and functional accounts.


10. Could the approaches to cost allocation that we dis-
    cussed in this chapter apply to a firm, like a travel
    agency, that produces only services? Explain your
    thinking.


11. What types of human resource issues does a marketing
    manager face when planning to expand sales opera-
    tions from a branch office in a new overseas market?
    Are the problems any different than they would be in
    a new domestic market?

Suggested Cases

17. Enviro Pure Water, Inc. 35. Romano’s Take-Out, Inc.