Class Intro 18
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 ?
Viagra versus Cancer Discovery
Balance: For Profit; Non Profit; Government : to address social problems
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