Class Intro 18

From AlexBrownRacing

Ethical Marketing in a Consumer Oriented World

Measuring Consumer Satisfaction: ACSI; Individual Aspirations; Measures for Micro Marketing

Differentiate between micro-marketing and macro-marketing.

Sources of Micro Marketing Inefficiences: Lack of Interest in Customers; Poor Blend of 4Ps; Lack of Understanding of Environment

Macro Marketing: Advertising Wastes Resources ?; Consumers Too Easily Controlled ?;

Does Marketing create values or respond to values ?

Reflecting own values: Products improve quality of life; Not all needs are met; Macro Marketing can be more difficult; Cannot eliminate all social problem

Ethics of Factory Farming ?

Need to feed, versus the welfare of the food supply ?

Innovation: Pharmaceuticals

Viagra versus Cancer Discovery

Balance: For Profit; Non Profit; Government : to address social problems

Marketing Planning

Assembling 4Ps versus Blending 4Ps

Key Parts of a Marketing Plan: Product; Company Analysis; Competitor Analysis; Customer Analysis; Marketing Environment; Name of Product-Market; Place; Promotion; Price; Special Implementation; Control; Forecasts and Timing; Marketing Information Needs

Challenges facing marketers, changes and trends: Communications technology; Computerization; Marketing research; Demographic patterns; Business & Organizational Customers; Product area; Channels and Logistics; Sales Promotion; Personal Selling; Mass Selling; Pricing; International Marketing

Important areas of change: International Competition; Social Responsibility; Technology