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Ethical marketing


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Ethical marketing

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Ethical marketing

  1. 1. Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
  2. 2. <ul><li>1. Understand why marketing must be evaluated differently at the micro and macro levels. </li></ul><ul><li>2. Understand why the text argues that micro-marketing costs too much. </li></ul><ul><li>3. Understand why the text argues that macro-marketing does not cost too much. </li></ul><ul><li>4. Know some of the challenges marketers face as they work to develop ethical marketing strategies that serve consumers' needs. </li></ul>When you finish this chapter, you should 22-2
  3. 3. Micro-Marketing Costs 22-3 Lack of Understanding of the Marketing Environment Poor Blending of the Four Ps Lack of Interest ????? ????? ????? ????? ????? ?????
  4. 4. Macro-Marketing Criticisms 22-4 Undesirable Practices Advertising Wastes Resources Consumers are Manipulated Superficial Change Not Enough Social Value ????? ????? ????? ????? ?????
  5. 5. Challenges Facing Marketers Consumer Privacy International Competition Continuous Improvement Role of Law Some Key Challenges Facing Marketers Market-Oriented Planning Consumer Responsibility 22-5 Rapid change due to Internet, I.T. More Social Responsibility Natural Environment