Lecture Basic Marketing: A global-managerial approach: Chapter 22 - William D. Perreault, E. Jerome McCarthy

When you finish this chapter, you should: 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 cost too much; know some of the challenges marketers face as they work to develop ethical marketing strategies that serve consumers'' needs.

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 micro­marketing  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 macro­marketing  does not cost too much 22­2 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Micro-Marketing Costs ????? ????? ????? ????? ????? ????? 22­3 Lack Lack of of Interest Interest Poor Poor Blending Blending of of the the Four Four Ps Ps Lack Lack of of Understanding Understanding of of the the Marketing Marketing Environment Environment For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Macro-Marketing Criticisms ????? ????? ????? ????? ????? 22­4 Undesirable Undesirable Practices Practices Advertising Advertising Wastes Wastes Resources Resources Consumers Consumers are are Manipulated Manipulated Superficial Superficial Change Change Not Not Enough Enough Social Social Value 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 22­5 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 ... Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Macro-Marketing Criticisms ????? ????? ????? ????? ????? 22? ?4 Undesirable Undesirable Practices Practices Advertising... Advertising Advertising Wastes Wastes Resources Resources Consumers Consumers are are Manipulated Manipulated Superficial Superficial Change Change Not Not Enough Enough Social Social Value Value For... 3. Understand why the text  argues that macro­marketing  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