Download MARKETING AND ITS DISCONTENTS

MARKETING AND ITS
DISCONTENTS
•
•
Criticisms of marketing (two areas)
–
Excesses (e.g., shoddy products, bad taste, etc.)
–
Expertness (e.g., manipulator, hidden persuader, etc.)
–
>>>May be primarily the result of the mechanics of modern life
(especially media and audiences)
The true practice of marketing involves:
1.
Identification of market opportunity (market segmentation,
etc.):SEGMENT
2.
Target identification (selection of program target):TARGET
3.
Program development (Marketing program): PROGRAM AUDIENCE
>>>>These three groups: SEGMENT,TARGET, AND AUDIENCE,
should coincide, to the greatest extent possible.
However, these three groups rarely coincide and are rarely synonymous
MARKETING EFFORT AND
CONSUMER DISCONTENT
Audience reached by the
marketing program
AUDIENCE
TARGET
SEGMENT
Segment
with need
Target of
marketing program
Marketing Clusters and
Consumer Reactions
CLUSTERS
REACTIONS
1. Segment, target, and audience
Highly satisfied
2. Segment and audience
Somewhat satisfied or frustrated
3. Target and audience
Highly distracted or irritated
4. Audience
Somewhat distracted
5. Segment and target
Frustrated
6. Segment
Frustrated
MARKETING AND ITS
DISCONTENTS
• Those with most favorable attitudes >>>users
• Those who are most likely to get mad
– In target, but have different values (#3)
– With needs, but not in target (#6 and #2)
• Dilemma for welfare economics
– Functional vs. Dysfunctional impacts of the same marketing program:
Tradeoff matrix
– There may never be any agreement, but may be useful to get a better
picture
– May help in identifying points for technical improvement in the marketing
process
• An explanation of a phenomenon is not its justification: should try to
improve