Professional Documents
Culture Documents
A Global-Managerial Approach
William D. Perreault, Jr.
E. Jerome McCarthy
Micro-marketing Macro-marketing
The performance of A social process that
activities that seek to directs an economy’s
accomplish an flow of goods and
organization’s objectives services to effectively
by anticipating customer match supply and
needs and directing the demand and to meet
flow of need-satisfying society’s objectives.
goods and services.
Form
Utility
Value that comes Place
from satisfying
human needs
Task
Possession
Exhibit 1-2B
For use only with Perreault and McCarthy texts.
1-8 © The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Exchange and Marketing
Pots Pots
Central
Hats Baskets Hats market Baskets
middleman
Exhibit 1-2
For use only with Perreault and McCarthy texts.
1-9 © The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Marketing in Economic Development
Self-supporting
Stage 1 agriculture
Preindustrial or
Stage 2 commercial
Nondurable
Stage 4 consumer products
Exporting
Stage 6 manufactured products
For use only with Perreault and McCarthy texts.
1-10 © The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Marketing Facilitates Production
and Consumption
Production Sector
Specialization and division of labor = heterogeneous supply capabilities
Spatial Separation
Discrepancies of Quantity
Consumption Sector
Heterogeneous demand for form, task, time, place, and possession utility
Exhibit 1-3
For use only with Perreault and McCarthy texts.
1-11 © The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Model of Market-Directed
Macro-Marketing System
Middlemen
Facilitators
intermediaries