Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

Back Matter Glossary © The McGraw−Hill

Companies, 2002

G-12 Glossary

World Trade Organization (WTO)The only international

body dealing with the rules of trade between nations.

Working capitalMoney to pay for short-term expenses such as

employee salaries, advertising, marketing research, inventory

storing costs, and what the firm owes suppliers.

Zone pricingMaking an average freight charge to all buyers

within specific geographic areas.

WholesalersFirms whose main function is providing wholesal-
ing activities.
WholesalingThe activitiesof those persons or establishments
that sell to retailers and other merchants, and/or to industrial,
institutional, and commercial users, but who do not sell in large
amounts to final consumers.
Wholly owned subsidiaryA separate firm owned by a parent
company.