Title: Taking Sides: Clashing Views on Controversial Issues in Marketing
1Taking Sides Clashing Views on Controversial
Issues in Marketing
- Bart Macchiette Abhijit Roy
2Purpose Of The Book
- Introduce numerous controversial issues involved
in contemporary marketing. - Involve the reader in analysis and spirited
debate concerning macro marketing issues. - Prepare students to recognize, support and defend
stances on these controversies in business
situations.
3Issue Selection
- Source Credibility -
- Contributors Charles Schewe (marketing), George
Ritzer (sociology), David Grossman (psychology),
Russell Roberts (economics), Edward Hallowell
(psychiatry), and writers Karl Taro Greenfield,
Rebecca Piirto Heath, Wendy Melillo - Business Magazines Business Week, Fortune,
Forbes, Nations Business - Management Journals Harvard Business Review,
Management Review
4Issue Selection
- Marketing Relevance The selections relate to
contemporary media coverage. - Temporal Durability The issues meet the test of
time endurance and signal some future trend or
significant development.
5Issue Selection
- Inherent Drama The element of passion is
essential to a stimulating controversy and
Clashing Views selections were chosen to strike
a responsive chord with students and professors. - Academic Integrity The selections provide
insights for analysis and debate on concepts
related to the marketing text.
6Contents in Brief
- Taking Sides explores topics in five distinct
categories ranging from concepts to current
practice.
Targeting Segmentation
7The Role of Marketing Theory, Practice, and
Conceptual Conflict
- This section examines definitional perspectives
and interpretations of marketing.
8The Role of Marketing Theory, Practice, and
Conceptual Conflict
- Does Marketing Have Appropriate Boundaries?
- Is the practice of Multilevel Marketing
legitimate? - Has the Keep It Simple concept become All
Change, All the Time? - Is Relationship Marketing a Tenable Concept?
9Issue 1 Does Marketing Have Appropriate
Boundaries?
- Yes Society grants acceptability.
- Uses sin products as examples.
- Careful marketing required do not attempt to
expand market, dont target - No Ads presented as news are deceptive.
- Video News Release, Infomercial, live
endorsement, Radio talk show, advertorial
10Issue 2 Is the Practice of Multilevel Marketing
Legitimate?
- Yes Direct route to customers, personal
salesmanship, and gets people out of the house - No Questionable financial opportunity, focuses
on health products that are of dubious quality
without regulation
11Issue 3 Has the Keep it Simple Concept Become
All Change, All the Time?
- Yes Customer is never satisfied.
- Customer service using dialogue with real time
information systems. - No Simplicity and common sense in marketing are
competitive strategies.
12Issue 4 Is Relationship Marketing a Tenable
Concept?
- Yes Utilizing database marketing communicates
new products, services, or promotions. - No Nine Big Mistakes of Relationship Marketing
13Strategic Planning and Marketing Mix
- This section focuses on sweeping changes in
strategic applications that are relevant to the
marketing mix.
14Strategic Planning and Marketing Mix
- Does Cause-Related Marketing Marketing Benefit
All Stakeholders? - Is Mass Customization the Wave of the Future?
- Are Outrageous Prices Inhibiting Consumer Access
to Life-Sustaining Drugs? - Will E-Commerce Eliminate Traditional
Intermediaries? - Is Communications Technology Death of the
Salesman?
15Issue 5 Does Cause-Related Marketing Benefit All
Stakeholders?
- Yes Creates a sentiment connection with the
consumer. - improves corporate image and sales.
- No Health charities specifically seem to be
selling their reputation through product
endorsements and educational partnerships.
16Issue 6 Is Mass Customization the Wave of the
Future?
- Yes Dell Computer, Mattel toys, and Levis
jeans are the examples of using technology to
customize for one. - Manufacturers only need to keep modular
components in inventory. - No McDonaldization shows the need for
efficiency, calculability, predictability, and
control
17Issue 7 Are Outrageous Prices Inhibiting
Consumer Access to Life-Sustaining Drugs?
- Yes Elderly Americans have little coverage for
life-sustaining drugs and low/ fixed income. It
is not an equitable system. - No High prices of pharmaceutical drugs are
driven by demand, research, and marketing costs.
18Issue 8 Will E-Commerce Eliminate Traditional
Intermediaries?
- Yes Trends are new pricing models, higher
customer service expectations, new distribution
methods, unexpected market opportunities, and
high rates of entry. - No Cyberspace is not profitable due to
advertising, inventory, and personnel costs.
19Issue 9 Is Communications Technology Death of
the Salesman?
- Yes Consumers are informed prior to purchase,
no longer need personal relationship. - No We all need the human moment, face to face
encounters with other people to prevent
misunderstandings.
20Consumer Behavior in the New Millennium
- This Section deals with emergence of an entirely
new frontier for purchasing, searching for
information, decision making, and evaluating
products and services.
21Consumer Behavior in the New Millennium
- The New Marketing Paradigm Shift Are Consumers
Dominating the Balance of Power in the
Marketplace? - Is the Traditional Development of Brand Loyalty
Dying? - Is Extreme Sports Marketing Risk and Thrill
Seeking to Society? - Should Classrooms Be Commercial-Free Zones?
22Issue 10 The New Marketing Paradigm Shift Are
Consumers Dominating the Balance of Power in the
Marketplace?
- Yes Consumers shop anytime, are informed, and
want personalization and solutions. - No Through segmenting, high value customers are
found and treated to better offerings.
23Issue 11 Is the Traditional Development of Brand
Loyalty Dying?
- Yes Web branding calls for differentiation,
emotional attributes, relevancy, brand esteem,
and consumer knowledge. - No Products in a brand being consistent with
standards makes the brand trusted and easy to
chose.
24Issue 12 Is Extreme Sports Marketing Risk and
Thrill Seeking to Society?
- Yes Many aspects of national behaviors parallel
the risk taking of snowboarding and mountain
biking. - No Extreme sports emphasize the quest for
individualism and self expression.
25Issue 13 Should Classrooms be Commercial-Free
Zones?
- Yes Channel One benefits include quality
content, top media professionals, ant teaches
current events, social studies, economics, and
history. - No Methods of advertising in school are book
covers, exclusive vending, and web banner ads.
26Segmentation, Positioning, and Target Marketing
Targeting Segmentation
- This section examines the most basic and crucial
tools utilized by marketers in tailoring market
offerings to satisfy consumer needs. Changing
demographics, lifestyles, and new technologies
are forcing marketers to re-engineer and adapt.
27Segmentation, Positioning, and Target Marketing
- Should Marketers Target Vulnerable Groups?
- Is Generational Segmentation an Effective
Marketing Strategy? - Is the Marketing of Online Degree Programs a
Threat to Traditional Education?
28Issue 14 Should Marketers Target Vulnerable
Groups?
- Yes As a prime example, credit card companies
target college students. These are bright young
adults who must learn financial responsibility. - Marketing correctness is determined by social
responsibility. - No Students are lured with giveaways into debt.
29Issue 15 Is Generational Segmentation an
Effective Marketing Strategy?
- Yes Use life stages, current conditions, and
formative cohort experiences to know and interact
with the consumer. - No The time that the consumer reached adulthood
is what really needs to be known to reach the
consumer.
30Issue 16 Is the Marketing of Online Degree
Programs a Threat to traditional Education?
- Yes Online education has niche markets and
increasing competition. - No High tech education is implemented by top
administrators and private sector commercial
partners without input from faculty and students.
31Societal and Regulatory Influences
- This Segment considers the effects of marketing
on society.
32Societal and Regulatory Influences
- Are Marketers Culpable for Americas Culture of
Violence? - Should Alcohol Advertising be Regulated Further?
- Is It Appropriate for the Government to Market
Lotteries? - Is Political Marketing Essentially Buying
Politicians?
33Issue 17 Are Marketers Culpable for Americas
Culture of Violence?
- Yes Video games and the marketing of media
violence correlate with conditioning kids to
kill. - No Politically motivated legislation to halt
violence in marketing videos ignores the
importance of family influence and upbringing.
34Issue 18 Should Alcohol Advertising be Regulated
Further?
- Yes Increased awareness of beer commercials
leads to favorable beliefs about underage
drinking and increases the likelihood of
youngsters intentions to drink as adults. - No There needs to be self-regulation to prevent
alcohol advertising from influencing underage
drinkers.
35Issue 19 Is is Appropriate for Governments to
Market Lotteries?
- Yes Lotteries raise money for good causes. May
be more fair then taxation, and reasonable odds
for low risk. - No Criticisms of lotteries include misleading
allocation of funds, worst odds, and deceptive,
inappropriate advertising.
36Issue 20 Is Political Marketing Essentially
Buying Politicians?
- Yes Special interest groups heavily invest in
politicians who become their political patrons. - No Banning soft money may conflict with the
First Amendment and there are alternative means
for making politicians accountable.
37Summary
- Taking Sides facilitates detailed discussion of
some of todays hottest moral and marketing
issues, providing an unparalleled learning
experience for students and faculty alike.