Chapter 21
Ethical Marketing in a
Consumer-Oriented World:
Appraisal and Challenges
For use only with
Perreault/Cannon/
McCarthy texts, © 2009
McGraw-Hill
Companies, Inc.
McGraw-Hill/Irwin
www.mhhe.com/fourps
At the end of this presentation, you should be
able to:
1.
2.
3.
4.
Understand why marketing must be
evaluated differently at the micro and macro
levels.
Understand why the text argues that micromarketing costs too much.
Understand why the text argues that macromarketing 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 to:
5.
6.
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)
Marketing’s Impact on Society:
Micro and Macro Views
Evaluating
Marketing
Putting Together
Innovative
Marketing Plans
Challenges
Facing Marketers
How Should
Marketers Be
Evaluated?
Can Consumer Satisfaction Be Measured?
Depends On
Individual
Aspirations
ACSI
Key
Issues
Many Measures
for MicroMarketing
Highly Personal
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
MacroMarketing
Does Not Cost
Too Much
Interactive Exercise: Does Marketing Cost Too
Much?
Other Criticisms of Macro-Marketing
Advertising Wastes
Resources
Consumers are Too
Easily Controlled
Consumers
Are Not
Puppets
Needs and
Wants
Change
Does Marketing Make People Materialistic?
Does Marketing:
Create
Values?
OR
Appeal to
Existing
Values?
Does Advertising Influence Social Values?
© 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketing Reflects Our Own Values
Products Improve
Quality of Life
Not All Needs Are Met
Macro-Marketing Can
Be More Difficult
Macro-Marketing Can’t
Eliminate Social Problems
Elevating the Wrong Values?
© 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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?
A. Different people might be surveyed next year.
B. Consumer satisfaction can’t be accurately measured.
C. People don’t think of themselves as “consumers” when they deal
D.
E.
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
…We’ve become a
model for how to do
business on the
Internet. Everything
from being integrated
with suppliers to ecommerce to customer
support …creating
efficiencies that result
in business to
business at its best.
Online.
Developing Different Marketing Mixes
© 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
S.W.O.T. Analysis
S.W.O.T.
Analysis
Checking Your Knowledge
Which of the following would a S.W.O.T. analysis classify
as an “opportunity” for Microsoft:
A. Microsoft has a great deal of cash available for
marketing strategies.
B. Microsoft develops new patented technology that
makes its software run faster.
C. European trade regulators consider rulings that would
require Microsoft to develop a new version of Windows
for its market.
D. Emerging markets in Asia and Africa show increased
demand for computers and software.
E. The company hires an expert in online advertising.
Marketing Mix Flows from Target Market
Dimensions (Exhibit 21-3)
The Marketing Plan Brings All the Details
Together
Marketing
Environment
Name of
ProductMarket
Product
Customer
Analysis
Place
Competitor
Analysis
Types
of
Key
Parts
Demand-Oriented
of a
PricingPlan
Marketing
Company
Analysis
Marketing
Information
Needs
Forecasts and
Timing
Promotion
Price
Special
Implementation
Control
Challenges Facing Marketers (Exhibit 21-5)
Communication
Technologies
Channels and
Logistics
Role of
Computerization
Sales Promotion
Marketing
Research
Demographic
Patterns
Changes/Trends
Affecting
Marketing Strategy
Planning
Personal Selling
Mass Selling
Business &
Organizational
Customers
Pricing
Product Area
International
Marketing
Technology, Globalism, and Social
Responsibility
We Need To Welcome
International Competition
We Need To Use
Technology Wisely
We Need More
Social Responsibility
The
Environment
Is Everyone’s
Need
We shouldn’t have to
choose. We
voluntarily introduced
cleaner burning lowsulfur 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
Consumer
Privacy
Enactment and
Enforcement
Key
Issues
Legal vs. Ethical
Impact on Top
Managers
Responsibilities of Consumers and Marketers
Socially Responsible
Consumers
How Far Does the
Marketing Concept Go?
Consumer-Citizens Should
Vote on Changes
Checking Your Knowledge
Which of the following statements indicates that a
marketing manager is about to make a serious mistake?
A. “Competitors? I don’t worry about them.
If we do our
job, we’ll be OK regardless of what anyone else does.”
B. “I never thought I’d be leading our company into the
international market, but there are simply too many
opportunities there to ignore.”
C. “I don’t write the paychecks for my customer service
staff – the customers do.”
D. “We’ve learned that good selling is really all about
helping consumers solve their problems.”
E. “I welcome consumer complaints, because they let us
know what we need to do to improve our service.”
Checking Your Knowledge
Which of the following marketing trends would you LEAST
expect to see in the future?
A. Increased use of Web logs (blogs) by marketers.
B. More emphasis on product placement in movies and TV
shows as a means of promotion.
C. More Spanish-language advertising in the U.S.
D. Increased share of market for online retailing compared
to traditional retailing.
E. Less attention to distribution customer service.
You should now be able to:
1.
2.
3.
4.
Understand why marketing must be
evaluated differently at the micro and macro
levels.
Understand why the text argues that micromarketing costs too much.
Understand why the text argues that macromarketing 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 to:
5.
6.
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.
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