Basic Marketing, 13th edition

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Chapter 22 Ethical Marketing in a
Consumer-Oriented World Appraisal and Challenges
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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.

22-2
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Micro-Marketing Costs
22-3
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Macro-Marketing Criticisms
22-4
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Challenges Facing Marketers
Some Key Challenges Facing Marketers
Consumer Privacy
International Competition
Continuous Improvement
Role of Law
Market-Oriented Planning
Consumer Responsibility
Rapid change due to Internet, I.T.
22-5