Www.mhhe.com/fourps For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Ethical.

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For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges CHAPTER EIGHTEEN

Ethical Marketing in a Consumer-Oriented World (Exhibit 18-1)

Lack of Understanding of the Environment Improper Blending of the 4Ps Lack of Interest in Customers Sources of Marketing Inefficiency Micro-Marketing Often Does Cost Too Much

S.W.O.T. Analysis

Marketing Mix Flows from Target Market Dimensions (Exhibit 18-3)

Types of Demand-Oriented Pricing Key Parts of a Marketing Plan Name of Product- Market Name of Product- Market Special Implementation Special Implementation Customer Analysis Customer Analysis Competitor Analysis Competitor Analysis Company Analysis Company Analysis Marketing Environment Marketing Environment Product Place Promotion Price Marketing Information Needs Marketing Information Needs Forecasts and Timing Forecasts and Timing Control The Marketing Plan Brings All the Details Together

+ Other Marketing Plans Other Marketing Plans Other Marketing Plans Other Marketing Plans + Time- Related Details Time- Related Details Marketing Plan Marketing Plan = Time- Related Details Time- Related Details Marketing Plan Marketing Plan Target Market Target Market + Marketing Mix Marketing Mix = Marketing Strategy Marketing Strategy Target Market Target Market Marketing Mix Marketing Mix Marketing Strategy Marketing Strategy A Firm’s Marketing Program A Firm’s Marketing Program = Companies Plan and Implement Whole Marketing programs

Communication Technologies Role of Computerization Marketing Research Demographic Patterns Business & Organizational Customers Product Area Channels and Logistics Sales Promotion Personal Selling Mass Selling Pricing International Marketing Changes/Trends Affecting Marketing Strategy Planning Changes/Trends Affecting Marketing Strategy Planning Challenges Facing Marketers (Exhibit 18-5)

Impact on Top Managers Impact on Top Managers Impact on Top Managers Enactment and Enforcement Enactment and Enforcement Enactment and Enforcement Consumer Privacy Consumer Privacy Consumer Privacy Legal vs. Ethical Key Issues Legal and Ethical Concerns