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Basic Marketing: A Global−Managerial Approach Chapter 1

Chapter 1. Marketing’s Role in the Global Economy. When You Finish This Chapter, You Should: 1. Know what marketing is and why you should learn about it. 2. Understand the difference between micro-marketing and macro-marketing. 3. Know why and how macro-marketing systems develop. | A Global-Managerial Approach William D. Perreault Jr. Ph.D. University of North Carolina E. Jerome McCarthy Ph.D. Michigan State University McGraw-Hill Irwin Boston Burr Ridge IL Dubuque IA Madison Wl New York San Francisco St. Louis Bangkok Bogotá Caracas Kuala Lumpur Lisbon London Madrid Mexico City Milan Montreal New Delhi Santiago Seoul Singapore Sydney Taipei Toronto McGraw-Hill Higher Education gg I I hc McGraw Hill ompuHk-s BASIC MARKETING A GLOBAL. MANAGERIAL APPROACH Published by McGraw-Hill h win an imprint of The McGraw-Hill Companies Inc 1221 Avenue of the Americas. New York NY. 10020. Copyright 2002 1999 1996 1993 1990 1987 1984 1981 1978 1975 1971 1968 1964 1960 by The McGrawHill Companies Inc. All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means or stored in a database or retrieval system without the prior written consent of The McGraw Hill Companies Inc. including but not limited to in any network or other electronic storage or transmission or broadcast tor distance learning. Some ancillaries including electronic and print components may not be available to customers outside the United States. This book is printed on acid free paper domestic 2 3 4 5 6 7 8 9 0 VNH VNH 0 9 8 7 6 5 4 3 International 2 3 4 5 6 7 8 9 0 VNH VNH 0 9 8 7 6 5 4 3 ISBN 0 07 240947 9 Publisher John Biernat Executive editor Linda Schreiber Coordinating editor Lin Davis Senior developmental editor Nancy Barbour Marketing manager Kim Kanakes Scum Senior project manager Chiistine A. Vaughan Lead production supervisor Lori Koetters Producer media technology Todd Labak Craig Atkins Director of design BR Keith J. McPherson l ead supplement producer Cathy Tepper Senior digital content specialist Brian Nacik Photo research coordinator Jeremy Cheshareck Photo researcher Mike Hruby Cover design Keith J. McPherson Interior design Keith J. McPherson Asylum Design Typeface 10.5 12 Goudy Compositor GTS Graphics. Inc. Printer Von .