Transcript Does Marketing

Chapter 20
Ethical
Marketing in a
ConsumerOriented
World:
Appraisal and
Challenges
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved
20-2
Understand why marketing must be
evaluated differently at the micro and
macro levels.
2. Understand why this text argues that micromarketing costs too much.
3. Understand why this text argues that
macro-marketing does not cost too much.
4. Understand all of the elements of the
marketing strategy planning process and
strategy decisions for the four Ps.
1.
20-3
5.
6.
Know how to prepare a marketing plan
and how it relates to the marketing
strategy planning process.
Know some of the challenges marketers
face as they work to develop ethical
marketing strategies that serve
consumers’ needs.
20-4
20-5
Marketing’s Impact on Society:
Micro and Macro Views
Evaluating
Marketing
Putting Together
Innovative
Marketing Plans
Challenges
Facing
Marketers
20-6
Depends On
Individual
Aspirations
ACSI
Key
Issues
Many Measures
for MicroMarketing
Highly Personal
20-7
Lack of Interest
in Customers
Sources of
Marketing
Inefficiency
Improper
Blending of the
4Ps
Lack of
Understanding
of the
Environment
20-8
20-9
Advertising Wastes
Resources
Consumers are Too
Easily Controlled
Consumers
Are Not
Puppets
Needs and
Wants
Change
20-10
20-11
Does Marketing:
Create
Values?
OR
Appeal to
Existing
Values?
20-12
20-13
Products Improve
Quality of Life
Not All Needs Are Met
Macro-Marketing Can
Be More Difficult
Macro-Marketing Can’t
Eliminate Social Problems
20-14
20-15
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. Different people might be surveyed next year.
B. Consumer satisfaction can’t be accurately measured.
C. People don’t think of themselves as “consumers” when they
deal with government agencies.
D. Consumer expectations change over time and often increase.
E. The survey was probably biased this year because of poor
sampling.
20-16
20-17
20-18
20-19
Internal factors:
Strengths
Weaknesses
External factors:
Opportunities
Threats
20-20
20-21
Which of the following would a S.W.O.T. analysis classify
as an “opportunity” for Microsoft:
A. Microsoft has a great deal of cash available for
marketing strategies.
B. Microsoft develops new patented technology that
makes its software run faster.
C. European trade regulators consider rulings that would
require Microsoft to develop a new version of
Windows for its market.
D. Emerging markets in Asia and Africa show increased
demand for computers and software.
E. The company hires an expert in online advertising.
20-22
20-23
Marketing
Environment
Name of
Product-Market
Product
Customer
Analysis
Place
Competitor
Analysis
Types
of
Key
Parts
Demand-Oriented
of a
PricingPlan
Marketing
Company
Analysis
Marketing
Information
Needs
Forecasts and
Timing
Promotion
Price
Special
Implementation
Control
20-24
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
20-25
We Need To Welcome
International Competition
We Need To Use
Technology Wisely
We Need More
Social Responsibility
20-26
20-27
Consumer
Privacy
Enactment and
Enforcement
Key
Issues
Legal vs. Ethical
Impact on Top
Managers
20-28
Socially Responsible
Consumers
How Far Does the
Marketing Concept Go?
Consumer-Citizens Should
Vote on Changes
20-29
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.”
20-30
Which of the following marketing trends would
you LEAST expect to see in the future?
A. Increased use of Web logs (blogs) by
marketers.
B. More emphasis on product placement in
movies and TV shows as a means of promotion.
C. More Spanish-language advertising in the U.S.
D. Increased share of market for online retailing
compared to traditional retailing.
E. Less attention to distribution customer service.
20-31
Understand why marketing must be
evaluated differently at the micro and
macro levels.
2. Understand why this text argues that micromarketing costs too much.
3. Understand why this text argues that
macro-marketing does not cost too much.
4. Understand all of the elements of the
marketing strategy planning process and
strategy decisions for the four Ps.
1.
20-32
5.
6.
Know how to prepare a marketing plan
and how it relates to the marketing
strategy planning process.
Know some of the challenges marketers
face as they work to develop ethical
marketing strategies that serve
consumers’ needs.