Global Organization;
Companies that market internationally can organize in three ways. Those just going global may start by establishing an export department with a sales manager and a few assistants
(and limited marketing services). As they go after global business more aggressively, they can create an international division with functional specialists (including marketing) and operating units structured geographically, according to product, or as international subsidiaries. Finally, companies that become truly global organizations have top corporate management and staff plan worldwide operations, marketing policies, financial flows, and logistical systems. In these organizations, the global operating units report directly to top management, not to the head of an international division.

Evaluating and Controlling the Marketing Process
To deal with the many surprises that occur during the implementation of marketing plans, the marketing department has to monitor and control marketing activities continuously.
Table 1.1 lists four types of marketing control needed by companies: annualplan control, profitability control, efficiency control, and strategic control.

The Fourteenth Edition of Principles of Marketing!
Still Creating More Value for You!
The goal of every marketer is to create more value for customers. So it makes sense that our goal for the fourteenth edition is to continue creating more value for you—our customer.
Our goal is to introduce new marketing students to the fascinating world of modern marketing in an innovative and comprehensive yet practical and enjoyable way. We’ve poured over every page, table, figure, fact, and example in an effort to make this the best text from which to learn about and teach marketing. Enhanced by mymarketinglab, our online homework and personalized study tool, the fourteenth edition creates