1、Chapter 21,Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges,Understand why marketing must be evaluated differently at the micro and macro levels. Understand why the text argues that micro-marketing costs too much. Understand why the text argues that macro-marketing does not c

2、ost too much. Understand all of the elements of the marketing strategy planning process and strategy decisions for the four Ps.,At the end of this presentation, you should be able to:,Know how to prepare a marketing plan and how it relates to the marketing strategy planning process. Know some of the

3、 challenges marketers face as they work to develop ethical marketing strategies that serve consumers needs.,At the end of this presentation, you should be able to:,Ethical Marketing in a Consumer-Oriented World (Exhibit 21-1),Marketings Impact on Society: Micro and Macro Views,Evaluating Marketing,P

4、utting Together Innovative Marketing Plans,Challenges Facing Marketers,How Should Marketers Be Evaluated?,Highly Personal,Depends On Individual Aspirations,A C S I,KeyIssues,Can Consumer Satisfaction Be Measured?,Many Measures for Micro-Marketing,Lack of Understanding of the Environment,Improper Ble

5、nding of the 4Ps,Lack of Interest in Customers,Sources of Marketing Inefficiency,Micro-Marketing Often Does Cost Too Much,Macro-Marketing Does Not Cost Too Much,Interactive Exercise: Does Marketing Cost Too Much?,Advertising Wastes Resources,Consumers are TooEasily Controlled,Consumers Are Not Puppe

6、ts,Needs and Wants Change,Other Criticisms of Macro-Marketing,Does Marketing:,OR,Does Marketing Make People Materialistic?,Does Advertising Influence Social Values?, 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Macro-Marketing CanBe More Difficult,Not All Needs Are Met,Products ImproveQuality

7、 of Life,Macro-Marketing Cant Eliminate Social Problems,Marketing Reflects Our Own Values,Elevating the Wrong Values?, 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,The Department of Motor Vehicles (DMV) in a large U.S. state decided to conduct a survey to determine the level of satisfaction w

8、ith its services among a random sample of consumers. The survey cost $25,000, and the results were pretty positivepeople in general seemed reasonably satisfied with DMVs services. As the agencys managers were busy congratulating themselves, one manager remarked, “So much for how people feel about us

9、 now. Well 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 managers observation? Different people might be surveyed next year. Consumer satisfaction cant be accurately measured. People dont think of t

10、hemselves 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.,Checking Your Knowledge,Weve become a model for how to do business on the Internet. Everything from being in

11、tegrated with suppliers to e-commerce to customer support creating efficiencies that result in business to business at its best. Online.,Marketing Planning is More Than Assembling the Four Ps,Developing Different Marketing Mixes, 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,S.W.O.T. Analysis,

12、S.W.O.T. Analysis,Which of the following would a S.W.O.T. analysis classify as an “opportunity” for Microsoft: Microsoft has a great deal of cash available for marketing strategies. Microsoft develops new patented technology that makes its software run faster. European trade regulators consider ruli

13、ngs that would require Microsoft to develop a new version of Windows for its market. Emerging markets in Asia and Africa show increased demand for computers and software. The company hires an expert in online advertising.,Checking Your Knowledge,Marketing Mix Flows from Target Market Dimensions (Exh

14、ibit 21-3),Name of Product-Market,Special Implementation,Customer Analysis,Competitor Analysis,Company Analysis,Marketing Environment,Product,Place,Promotion,Price,Marketing Information Needs,Forecasts and Timing,Control,The Marketing Plan Brings All the Details Together,Challenges Facing Marketers

15、(Exhibit 21-5),We Need To UseTechnology Wisely,We Need To WelcomeInternational Competition,We Need MoreSocial Responsibility,Technology, Globalism, and Social Responsibility,We shouldnt have to choose. We voluntarily introduced cleaner burning low-sulfur fuels six years before E.P.A. mandates. These

16、 fuels help reduce ozone pollution and are now available in over 40 U.S. cities.,The Environment Is Everyones Need,Enactment and Enforcement,Consumer Privacy,KeyIssues,Legal and Ethical Concerns,Legal vs. Ethical,Impact on Top Managers,How Far Does theMarketing Concept Go?,Socially Responsible Consu

17、mers,Consumer-Citizens Should Vote on Changes,Responsibilities of Consumers and Marketers,Which of the following statements indicates that a marketing manager is about to make a serious mistake? “Competitors? I dont worry about them. If we do our job, well be OK regardless of what anyone else does.”

18、 “I never thought Id be leading our company into the international market, but there are simply too many opportunities there to ignore.” “I dont write the paychecks for my customer service staff the customers do.” “Weve learned that good selling is really all about helping consumers solve their prob

19、lems.” “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? Increased use of Web logs (blogs) by marketers. More emphasis on product placement in movies and 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 custome