Download Basic Marketing, 13th edition

Chapter 22:
Ethical Marketing in a
Consumer-Oriented World:
Appraisal and Challenges
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Chapter 22 Objectives
When you finish this chapter, you should
1. Understand why marketing
must be evaluated differently
at the micro and macro levels.
2. Understand why the text
argues that micro-marketing
costs too much.
4. Know some of the challenges
marketers face as they work
to develop ethical marketing
strategies that serve
consumers' needs.
3. Understand why the text
argues that macro-marketing
does not cost too much.
22-2
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Micro-Marketing Costs
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22-3
Lack of Interest
Poor Blending of
the Four Ps
Lack of Understanding
of the Marketing
Environment
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Macro-Marketing Criticisms
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22-4
Undesirable Practices
Advertising Wastes
Resources
Consumers are
Manipulated
Superficial Change
Not Enough Social
Value
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Challenges Facing Marketers
More Social
Responsibility
International
Competition
Continuous
Improvement
Natural
Environment
Some
Key
Challenges
Facing
Marketers
Market-Oriented
Planning
22-5
Consumer
Privacy
Role of
Law
Consumer
Responsibility
Rapid change due
to Internet, I.T.
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill