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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
Strategic Market Planning and the Evaluation of Marketing Opportunities

Chapter Objectives

When you finish this chapter, you should:

Understand what a marketing manager does.

Know what strategic market planning is — and why it will be the focus of this book.

Understand target marketing.

Be familiar with the four Ps in a marketing mix.

Know the difference between a marketing strategy, a marketing plan, and a marketing program.

Know about the different kinds of marketing opportunities.

Understand why opportunities in international markets should be considered.

Know how to screen and evaluate marketing opportunities, including international opportunities.

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




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