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Chapter 21 . Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges. www.mhhe.com/fourps. At the end of this presentation, you should be able to:. Understand why marketing must be evaluated differently at the micro and macro levels.

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chapter 21

Chapter 21

Ethical Marketing in a

Consumer-Oriented World: Appraisal and Challenges

www.mhhe.com/fourps

at the end of this presentation you should be able to
At the end of this presentation, you should be able to:
  • Understand why marketing must be evaluated differently at the micro and macro levels.
  • Understand why the text argues that micro-marketing costs too much.
  • Understand why the text argues that macro-marketing does not cost too much.
  • Understand all of the elements of the marketing strategy planning process and strategy decisions for the four Ps.
at the end of this presentation you should be able to3
At the end of this presentation, you should be able to:
  • Know how to prepare a marketing plan and how it relates to the marketing strategy planning process.
  • Know some of the challenges marketers face as they work to develop ethical marketing strategies that serve consumers’ needs.
ethical marketing in a consumer oriented world exhibit 21 1
Ethical Marketing in a Consumer-Oriented World (Exhibit 21-1)

Marketing’s Impact on Society: Micro and Macro Views

Evaluating Marketing

Putting Together Innovative Marketing Plans

Challenges Facing Marketers

can consumer satisfaction be measured
Can Consumer Satisfaction Be Measured?

A C S I

Depends On Individual Aspirations

KeyIssues

Many Measures for Micro-Marketing

Highly Personal

micro marketing often does cost too much
Micro-Marketing Often Does Cost Too Much

Lack of Interest in Customers

Sources of Marketing Inefficiency

Improper Blending of the 4Ps

Lack of Understanding of the Environment

other criticisms of macro marketing
Other Criticisms of Macro-Marketing

Advertising Wastes Resources

Consumers are TooEasily Controlled

Consumers Are Not Puppets

Needs and Wants Change

does marketing make people materialistic

CreateValues?

Appeal to Existing Values?

Does Marketing Make People Materialistic?

Does Marketing:

OR

does advertising influence social values
Does Advertising Influence Social Values?

© 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

marketing reflects our own values
Marketing Reflects Our Own Values

Products ImproveQuality of Life

Not All Needs Are Met

Macro-Marketing CanBe More Difficult

Macro-Marketing Can’t Eliminate Social Problems

elevating the wrong values
Elevating the Wrong Values?

© 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

checking your knowledge
Checking Your Knowledge
  • The Department of Motor Vehicles (DMV) in a large U.S. state decided
  • to conduct a survey to determine the level of satisfaction with its
  • services among a random sample of consumers. The survey cost
  • $25,000, and the results were pretty positive—people in general
  • seemed reasonably satisfied with DMV’s services. As the agency’s
  • managers were busy congratulating themselves, one manager
  • remarked, “So much for how people feel about us now. We’ll have to
  • work even harder just to maintain the current level of customer
  • satisfaction when we do the survey next year.” What would best explain
  • this manager’s observation?
  • Different people might be surveyed next year.
  • Consumer satisfaction can’t be accurately measured.
  • People don’t think of themselves as “consumers” when they deal with government agencies.
  • Consumer expectations change over time and often increase.
  • The survey was probably biased this year because of poor sampling.
marketing planning is more than assembling the four ps
Marketing Planning is More Than Assembling the Four Ps

…We’ve become a model for how to do business on the Internet. Everything from being integrated with suppliers to e-commerce to customer support …creating efficiencies that result in business to business at its best. Online.

developing different marketing mixes
Developing Different Marketing Mixes

© 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

checking your knowledge20
Checking Your Knowledge
  • Which of the following would a S.W.O.T. analysis classify
  • as an “opportunity” for Microsoft:
  • Microsoft has a great deal of cash available for marketing strategies.
  • Microsoft develops new patented technology that makes its software run faster.
  • European trade regulators consider rulings that would require Microsoft to develop a new version of Windows for its market.
  • Emerging markets in Asia and Africa show increased demand for computers and software.
  • The company hires an expert in online advertising.
the marketing plan brings all the details together

Types ofDemand-OrientedPricing

Key Parts

of a

Marketing Plan

The Marketing Plan Brings All the Details Together

Name of Product-Market

Marketing Environment

Product

Customer Analysis

Place

Competitor Analysis

Promotion

Company Analysis

Price

Marketing Information

Needs

Special Implementation

Forecasts and Timing

Control

challenges facing marketers exhibit 21 5

Communication Technologies

Channels and Logistics

Role of Computerization

Sales Promotion

Changes/Trends Affecting

Marketing Strategy

Planning

Marketing Research

Personal Selling

Demographic Patterns

Mass Selling

Business & Organizational Customers

Pricing

Product Area

International Marketing

Challenges Facing Marketers (Exhibit 21-5)
technology globalism and social responsibility
Technology, Globalism, and Social Responsibility

We Need To WelcomeInternational Competition

We Need To UseTechnology Wisely

We Need MoreSocial Responsibility

the environment is everyone s need
The Environment Is Everyone’s Need

We shouldn’t have to choose. We voluntarily introduced cleaner burning low-sulfur fuels six years before E.P.A. mandates. These fuels help reduce ozone pollution – and are now available in over 40 U.S. cities.

legal and ethical concerns
Legal and Ethical Concerns

Consumer Privacy

Enactment and Enforcement

KeyIssues

Legal vs. Ethical

Impact on Top Managers

responsibilities of consumers and marketers
Responsibilities of Consumers and Marketers

Socially Responsible Consumers

How Far Does theMarketing Concept Go?

Consumer-Citizens Should Vote on Changes

checking your knowledge28
Checking Your Knowledge
  • Which of the following statements indicates that a
  • marketing manager is about to make a serious mistake?
  • “Competitors? I don’t worry about them. If we do our job, we’ll be OK regardless of what anyone else does.”
  • “I never thought I’d be leading our company into the international market, but there are simply too many opportunities there to ignore.”
  • “I don’t write the paychecks for my customer service staff – the customers do.”
  • “We’ve learned that good selling is really all about helping consumers solve their problems.”
  • “I welcome consumer complaints, because they let us know what we need to do to improve our service.”
checking your knowledge29
Checking Your Knowledge
  • Which of the following marketing trends would you LEAST
  • expect to see in the future?
  • Increased use of Web logs (blogs) by marketers.
  • More emphasis on product placement in movies and TV shows as a means of promotion.
  • More Spanish-language advertising in the U.S.
  • Increased share of market for online retailing compared to traditional retailing.
  • Less attention to distribution customer service.
you should now be able to
You should now be able to:
  • Understand why marketing must be evaluated differently at the micro and macro levels.
  • Understand why the text argues that micro-marketing costs too much.
  • Understand why the text argues that macro-marketing does not cost too much.
  • Understand all of the elements of the marketing strategy planning process and strategy decisions for the four Ps.
you should now be able to31
You should now be able to:
  • Know how to prepare a marketing plan and how it relates to the marketing strategy planning process.
  • Know some of the challenges marketers face as they work to develop ethical marketing strategies that serve consumers’ needs.