Chapter 2. Marketing’s Role within the Firm or Nonprofit Organization. When You Finish This Chapter, You Should: 1. Know what the marketing concept is—and how it should affect strategy planning in a firm or nonprofit organization. | I Text Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e 2. Marketing s Role within the Firm or Nonprofit Organization The McGraw-Hill Companies 2002 When You Finish This Chapter You Should 1. Know what the marketing concept is and how it should affect strategy planning in a firm or nonprofit organization. 2. Understand what customer value is and why it is important to customer satisfaction. 3. Understand what a marketing manager does. 4. Know what marketing strategy planning is and why it will be the focus of this book. 5. Understand target marketing. 6. Be familiar with the four Ps in a marketing mix. 7. Know the difference between a marketing strategy a marketing plan and a marketing program. 8. Understand the important new shown in red . terms Chapter Two Marketing s Role within the Firm or Nonprofit Organization As you saw in Chapter 1 marketing and marketing management are important in our society and in business firms and nonprofit organizations. To get you thinking about the marketing strategy planning ideas we will be developing in this consumers. Often the dealers target market of price-conscious customers who would respond to a service quality didn t justify the high prices they charged the features of the PCs they had in stock didn t match what customers wanted and repairs were a hassle. Dell decided there was a chapter and the rest of the book let s consider Dell Computers. As a freshman in college Michael Dell started buying and reselling computers from his dorm room. At that time the typical marketing mix for PCs emphasized distribution through specialized computer stores that sold to business users and some final place promotion price produc Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e 2. Marketing s Role within the Firm or Nonprofit Organization Text The McGraw-Hill Companies 2002 system of guaranteed on-site service within 24 hours. Dell also set up ongoing programs to train all employees to work together
