Chapter 18-Ethical Marketing in a Consumer-Oriented World Appraisal and Challenges

Chapter 18-Ethical Marketing in a Consumer-Oriented World Appraisal and Challenges

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Chapter 18-Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Saturday, April 30, 2011 10:34 PM 1. How Should Marketing be Evaluated? 1.a. We must evaluate at two levels 1.a.i. Managerial (micro) marketing: concerns the marketing activities of an individual firm 1.a.i. Macro-marketing: concerns how the whole marketing system works 1.a. Nation's objectives affect evaluation 1.a.i. Different nations have different social and economic objectives 1.a. Consumer satisfaction is the objective in the US 1.a.i. In the US, the basic objective of our market-directed economic system has been to satisfy consumer needs as they, the consumers, see them 1.a.i.1. Implies that political freedom and economic freedom go hand in hand and that citizens in a free society have the right to live as they choose 1. Can Consumer Satisfaction be Measured? 1.a. Marketing's effectiveness must be measured by how well it satisfies consumers 1.a. Satisfaction depends on individual aspirations 1.a.i. One basic issue is that satisfaction depends on and is relative to your level of aspiration or expectation 1.a.i. Less prosperous consumers begin to expect more out of an economy as they see the higher living standards of others 1.a.i. Consumer satisfaction is a highly personal concept->looking at the "average" satisfaction of a whole society does not provide a complete picture for evaluating macro-marketing effectiveness 1.a.i.1. Any evaluation of macro-marketing effectiveness has to e in part subjective 1.a. There are many measures of micro-marketing effectiveness 1.a.i. Expectations may change just as other aspects of the marketing environment change-so firms have to do a good job of coping with the change 1.a.ii. Many large and small firms measure customer satisfaction with: 1.a.i.1. Attitude research studies, comment cards, email response features on websites, unsolicited consumer responses (usually complaints), opinions of intermediaries and salespeople, market test results, and profits
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This note was uploaded on 03/05/2012 for the course BUSI 406 taught by Professor Perreault during the Fall '11 term at UNC.

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Chapter 18-Ethical Marketing in a Consumer-Oriented World Appraisal and Challenges

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