Download Basic Marketing, 16e

CHAPTER TWENTY-TWO
Ethical Marketing in a
Consumer-Oriented
World: Appraisal and
Challenges
For use only with
Perreault/Cannon/McCarthy
or Perreault/McCarthy texts.
© 2008 McGraw-Hill
Companies, Inc.
McGraw-Hill/Irwin
www.mhhe.com/fourps
When we finish this lecture you should
1.
2.
3.
4.
Understand why marketing must be evaluated
differently at the managerial (micro) and
macro levels.
Understand why the text argues that
marketing by individual firms often costs too
much.
Understand why the text argues that macromarketing does not cost too much.
Know some of the challenges marketers face
as they develop ethical marketing strategies
that serve consumers’ needs.
Ethical Marketing in a Consumer-Oriented World
(Exhibit 22-1)
Marketing’s Impact on Society:
Micro and Macro Views
Evaluating marketing
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
Macro-Marketing Does Not Cost Too Much
Interactive Exercise: Does Marketing Cost Too
Much?
© 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Other Criticisms of Macro-Marketing
Advertising Wastes
Resources
Consumers are Too
Easily Controlled
Consumers
Consumers
Are
Are Not
Not
Puppets
Puppets
Needs and
Wants
Change
Does Marketing Make People Materialistic?
Does Marketing:
Create
Values?
OR
Appeal to
Existing
Values?
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?
© 2008 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.
B.
C.
D.
E.
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.
Challenges Facing Marketers (Exhibit 22-1)
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.
B.
C.
D.
E.
Increased use of Web logs (blogs) by marketers.
More emphasis on placement of products in
movies and on 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 now
1.
2.
3.
4.
Understand why marketing must be evaluated
differently at the managerial (micro) and
macro levels.
Understand why the text argues that
marketing by individual firms often costs too
much.
Understand why the text argues that macromarketing does not cost too much.
Know some of the challenges marketers face
as they develop ethical marketing strategies
that serve consumers’ needs.