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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 ????? ????? ????? ????? ????? ????? 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 ????? ????? ????? ????? ????? 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