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Basic Marketing, 10th Canadian Edition
Basic Marketing: A Global Managerial Approach, 10/e
Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University
Marketing's Role Within Organizations

Chapter Objectives

When you finish this chapter, you should:

Know what marketing is — and why you should study it.

Understand the difference between micro-marketing and macro-marketing.

Know what the marketing concept is — and how it should affect strategic planning in a firm or nonprofit organization.

Understand how the marketing concept relates to customer value.

Understand the important new terms (shown in the margins).




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