 |  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
Managing Marketing's Link with Other Functional Areas
Chapter ObjectivesWhen you finish this chapter, you should:
| Understand why turning a marketing plan into a profitable business requires money, information, people, and a way to get or produce goods and services. |
| | | | Understand the ways that marketing strategy decisions may need to be adjusted in light of available financing. |
| | | | Understand how a firm can implement and expand a marketing plan using internally generated cash flow. |
| | | | Understand how different aspects of production capacity and flexibility should be coordinated with strategic market planning. |
| | | | Understand the ways that the location and cost of production affect strategic market planning. |
| | | | Know that marketing managers and accountants should work together to improve analysis of the costs and profitability of specific products and customers. |
| | | | Be aware of some of the human resource issues that a marketer should consider when planning a strategy and implementing a plan. |
| | | | Understand the important new terms (shown in the margins). |
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2002 McGraw-Hill Higher Education