When you finish this chapter, you should: 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; know some of the challenges marketers face as they work to develop ethical marketing strategies that serve consumers'' needs.
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Ethical Marketing in a
Consumer-Oriented World:
Appraisal and Challenges
Trang 2Chapter 22 Objectives
1 Understand why marketing
must be evaluated differently
at the micro and macro levels.
2 Understand why the text
argues that micromarketing costs too much.
3 Understand why the text
argues that macromarketing does not cost too much.
4 Know some of the challenges marketers face as they work
to develop ethical marketing strategies that serve
consumers' needs.
Trang 3Lack of Understanding
of the Marketing Environment
Lack of Understanding
of the Marketing Environment
Poor Blending of the Four Ps
Poor Blending of the Four Ps
Lack of Interest
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Micro-Marketing Costs
Trang 4Undesirable Practices
Advertising Wastes
Resources
Advertising Wastes
Resources
Consumers are Manipulated
Consumers are Manipulated
Superficial Change
Not Enough Social
Value
Not Enough Social
Value
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Macro-Marketing Criticisms
Trang 5Challenges Facing Marketers
Consumer Privacy
International
Competition
Continuous
Improvement
Role of Law
Some Key Challenges Facing Marketers
More Social Responsibility
Natural Environment
Market-Oriented
Responsibility