Download Essentials of Marketing, 11e

CHAPTER EIGHTEEN
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
Ethical Marketing in a Consumer-Oriented World (Exhibit 18-1)
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
S.W.O.T. Analysis
Marketing Mix Flows from Target Market
Dimensions (Exhibit 18-3)
The Marketing Plan Brings All the Details Together
Marketing
Environment
Name of
ProductMarket
Product
Customer
Analysis
Competitor
Analysis
Company
Analysis
Place
Types
of
Key
Parts
Demand-Oriented
of a
Marketing
PricingPlan
Marketing
Information
Needs
Promotion
Price
Special
Implementation
Forecasts and
Timing
Control
Companies Plan and Implement Whole Marketing
programs
Target
Market
+
Marketing
Mix
=
Marketing
Strategy
+
TimeRelated
Details
=
Marketing
Plan
+
Other
Marketing
Plans
=
A Firm’s
Marketing
Program
Challenges Facing Marketers (Exhibit 18-5)
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
Legal and Ethical Concerns
Consumer
Privacy
Enactment and
Enforcement
Key
Issues
Legal vs.
Ethical
Impact on Top
Managers