[...]... Package is accompanied by a high-quality selection of overhead masters and color transparencies—over 400 in all The manual provides detailed suggestions about ways to use them All of these items are also available on the CD-ROM Perreault−McCarthy: Basic Marketing: A Global Managerial Approach, 14/e xiv Front Matter Preface © The McGraw−Hill Companies, 2002 Preface Exciting New Videos—Created by Marketing. .. school.1 Marketing Manager for Consumer Electronics Perreault−McCarthy: Basic Marketing: A Global Managerial Approach, 14/e 8 1 Marketing s Role in the Global Economy Text © The McGraw−Hill Companies, 2002 Chapter 1 Marketing affects economic growth An even more basic reason for studying marketing is that marketing plays a big part in economic growth and development Marketing stimulates research and new... from A farmer in the mountains of Jamaica may awake in a barren 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 www.mhhe.com/fourps Perreault−McCarthy: Basic Marketing: A Global Managerial Approach, 14/e What explains... transactions that results from using an intermediary in a central market becomes more important as the number of families increases 16 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 17 Intermediaries develop and offer specialized services that facilitate exchange... stores where you shop, and the radio and TV programs paid for by advertising are there because of marketing Even your job résumé is part of a marketing campaign to sell 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 7 By working to understand the needs of its... countries trade to some extent—we live in an interdependent world Trade expands as a country develops and industrializes In fact, the largest changes in world trade are usually seen in rapidly developing economies Over the last 20 years, for example, exports from China, India, and the “Four Dragons” (South Korea, Taiwan, Perreault−McCarthy: Basic Marketing: A Global Managerial Approach, 14/e 1 Marketing s... 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 21 Most consumers who drink tea live far from where it is grown To overcome this spatial separation, someone must first perform a variety of marketing functions, like standardizing and grading the tea leaves, transporting... electronics, and other products to buyers Visit the eBay website (www.ebay.com) and review an open auction for a consumer electronics product What are the advantages and disadvantages of this market for sellers? For buyers? Perreault−McCarthy: Basic Marketing: A Global Managerial Approach, 14/e 18 1 Marketing s Role in the Global Economy Text © The McGraw−Hill Companies, 2002 Chapter 1 The Role of Marketing. .. when a central market is not used B Only five exchanges are required when a middleman (intermediary) in a central market is used Pots Pots Baskets Hats Hoes Knives Central market middleman Hats Hoes Baskets Knives www.mhhe.com/fourps Perreault−McCarthy: Basic Marketing: A Global Managerial Approach, 14/e 1 Marketing s Role in the Global Economy © The McGraw−Hill Companies, 2002 Text High-Tech Access... managers must remember that their organizations are just small parts of a larger macromarketing system Therefore, the rest of this chapter will look at the macro view of marketing Let’s begin by defining macro -marketing and reviewing some basic ideas Then, in Chapter 2, we’ll explain the marketing management decision areas we will be discussing in the rest of the book Macro -Marketing Defined Macro-marketing . discounts, al- lowances, and other variations from a list price. Chapter 18 covers cost-oriented and demand-oriented pricing Preface ix Perreault−McCarthy: Basic Marketing: A Global Managerial Approach, . About? 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. utility Marketing is important to every consumer Marketing Is Important to You Perreault−McCarthy: Basic Marketing: A Global Managerial Approach, 14/e 1. Marketing s Role in the Global Economy Text ©