Marketing bán hàng - Chapter 22: Ethical marketing in a consumer - Oriented world: Appraisal and challenges

Chapter 22: Ethical Marketing in a Consumer-Oriented World: Appraisal and ChallengesWhen you finish this chapter, you should22-2Chapter 22 Objectives 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. Lack of Understandingof the Marketing EnvironmentPoor Blending ofthe Four PsLack of Interest??????????????????????????????22-3Micro-Marketing CostsUndesirable PracticesAdvertising WastesResourcesConsumers areManipulatedSuperficial ChangeNot Enough SocialValue?????????????????????????22-4Macro-Marketing CriticismsChallenges Facing MarketersConsumerPrivacyInternationalCompetitionContinuousImprovementRole ofLawSomeKeyChallengesFacingMarketersMore SocialResponsibilityNaturalEnvironmentMarket-Oriented PlanningConsumerResponsibility22-5Rapid change dueto Internet, I.T.