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 micro-marketing costs too much. 3. Understand why the text argues that macro-marketing does not cost too much. 4. Know some of the challenges marketers face as they work to develop ethical marketing strategies that serve consumers' needs.

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For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

Micro-Marketing Costs

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Lack of Interest

Poor Blending of the Four Ps

Lack of Understanding of the Marketing 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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Undesirable Practices Advertising Wastes Resources Consumers are Manipulated

Superficial Change Not Enough Social Value
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

Challenges Facing Marketers

More Social Responsibility Natural Environment

International Competition

Continuous Improvement
Market-Oriented Planning

Some Key Challenges Facing Marketers

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

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