Outline of Chapter 22

Outline of Chapter 22 - Outline of Chapter 22 ETHICAL...

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Outline of Chapter 22 ETHICAL MARKETING IN A CONSUMER-ORIENTED WORLD: APPRAISAL AND CHALLENGES INTRODUCTION HOW SHOULD MARKETING BE EVALUATED? We must evaluate at two levels Nation's objectives affect evaluation Consumer satisfaction is the objective in the United States CAN CONSUMER SATISFACTION BE MEASURED? Satisfaction depends on individual aspirations There are many measures of micro-marketing effectiveness Evaluating marketing effectiveness is difficult--but not impossible MICRO-MARKETING OFTEN DOES COST TOO MUCH The failure rate is high Overhead 239 "Causes of Micro-Marketing Inefficiency" The high cost of poor marketing mixes Micro-marketing does cost too much--but things are changing MACRO-MARKETING DOES NOT COST TOO MUCH Overhead 240 "Evaluating Macro-Marketing Effectiveness" Micro-efforts help the economy grow Is advertising a waste of resources? Does marketing make people buy things they don't need? Consumers are not puppets
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Needs and wants change Does marketing make people materialistic? Marketing reflects our own values Products do improve the quality of life Not all needs are met CHALLENGES FACING MARKETERS We need better performance at the micro level Change is the only thing that's constant Reference: Exhibit 22-1 "Some Important Changes and Trends Affecting Marketing Strategy Planning" Overhead 241 "Some Important Changes and Trends Affecting Marketing Strategy Planning - Communication Technologies" Overhead 242 "Some Important Changes and Trends (cont.) - Role of Computerization" Overhead 243 "Some Important Changes and Trends (cont.) - Marketing Research" Overhead 244 "Some Important Changes and Trends (cont.) - Demographic Patterns" Overhead 245 "Some Important Changes and Trends (cont.) - Business and Organizational Customers" Overhead 246 "Some Important Changes and Trends (cont.) - Product" Overhead 247 "Some Important Changes and Trends (cont.) - Channels and Logistics"
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Overhead 248 "Some Important Changes and Trends (cont.) - Sales Promotion" Overhead 249 "Some Important Changes and Trends (cont.) - Personal Selling" Overhead 250 "Some Important Changes and Trends (cont.) - Mass Selling" Overhead 251 "Some Important Changes and Trends (cont.) - Pricing" Overhead 252 "Some Important Changes and Trends (cont.) - International Marketing" Overhead 253 "Some Important Changes and Trends (cont.) - General" But some basic frameworks are timeless If it ain't broke, improve it We need to welcome international competition May need more social responsibility The environment is everyone's need May need attention to consumer privacy Laws should affect top managers Laws merely define minimal ethical standards Need socially responsible consumers HOW FAR SHOULD THE MARKETING CONCEPT GO? Should marketing managers limit
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Outline of Chapter 22 - Outline of Chapter 22 ETHICAL...

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