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

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

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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

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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