1 / 4

MARKETING AND ITS DISCONTENTS

MARKETING AND ITS DISCONTENTS. Criticisms of marketing (two areas) Excesses (e.g., shoddy products, bad taste, etc.) Expertness (e.g., manipulator, hidden persuader, etc.) >>>May be primarily the result of the mechanics of modern life (especially media and audiences)

oona
Download Presentation

MARKETING AND ITS DISCONTENTS

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. MARKETING AND ITS DISCONTENTS • Criticisms of marketing (two areas) • Excesses (e.g., shoddy products, bad taste, etc.) • Expertness (e.g., manipulator, hidden persuader, etc.) • >>>May be primarily the result of the mechanics of modern life (especially media and audiences) • The true practice of marketing involves: • Identification of market opportunity (market segmentation, etc.):SEGMENT • Target identification (selection of program target):TARGET • Program development (Marketing program): PROGRAM AUDIENCE >>>>These three groups: SEGMENT,TARGET, AND AUDIENCE, should coincide, to the greatest extent possible. However, these three groups rarely coincide and are rarely synonymous

  2. MARKETING EFFORT AND CONSUMER DISCONTENT Audience reached by the marketing program TARGET AUDIENCE SEGMENT Segment with need Target of marketing program

  3. Marketing Clusters and Consumer Reactions

  4. MARKETING AND ITS DISCONTENTS • Those with most favorable attitudes >>>users • Those who are most likely to get mad • In target, but have different values (#3) • With needs, but not in target (#6 and #2) • Dilemma for welfare economics • Functional vs. Dysfunctional impacts of the same marketing program: Tradeoff matrix • There may never be any agreement, but may be useful to get a better picture • May help in identifying points for technical improvement in the marketing process • An explanation of a phenomenon is not its justification: should try to improve

More Related