Marketing and its discontents
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MARKETING AND ITS DISCONTENTS Criticisms of marketing (two areas) Excesses (e.g., shoddy products, bad taste, etc.) Expertness (e.g., manipulator, hidden persuader, etc.) >>>May be primarily the result of the mechanics of modern life (especially media and audiences)

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MARKETING AND ITS DISCONTENTS

  • Criticisms of marketing (two areas)

    • Excesses (e.g., shoddy products, bad taste, etc.)

    • Expertness (e.g., manipulator, hidden persuader, etc.)

    • >>>May be primarily the result of the mechanics of modern life (especially media and audiences)

  • The true practice of marketing involves:

    • Identification of market opportunity (market segmentation, etc.):SEGMENT

    • Target identification (selection of program target):TARGET

    • Program development (Marketing program): PROGRAM AUDIENCE

      >>>>These three groups: SEGMENT,TARGET, AND AUDIENCE, should coincide, to the greatest extent possible.

      However, these three groups rarely coincide and are rarely synonymous


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MARKETING EFFORT AND CONSUMER DISCONTENT

Audience reached by the

marketing program

TARGET

AUDIENCE

SEGMENT

Segment

with need

Target of

marketing program



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MARKETING AND ITS DISCONTENTS

  • Those with most favorable attitudes >>>users

  • Those who are most likely to get mad

    • In target, but have different values (#3)

    • With needs, but not in target (#6 and #2)

  • Dilemma for welfare economics

    • Functional vs. Dysfunctional impacts of the same marketing program: Tradeoff matrix

    • There may never be any agreement, but may be useful to get a better picture

    • May help in identifying points for technical improvement in the marketing process

  • An explanation of a phenomenon is not its justification: should try to improve


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