Today, marketers cannot ignore consumers’ concerns about theenvironmental impact of the firm’s activities. Page 169What are some ofthe environmental concerns consumers have regarding marketingactivities? How can marketers address these concerns?
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Today, marketers cannot ignore consumers’ concerns about the environmental impact of the firm’s activities. Page 169What are some of the environmental concerns consumers have regarding marketing activities? How can marketers address these concerns? |
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- 1. Describe the elements of a company's marketing environment and discuss why marketers play a critical role in tracking environmental trends and spotting opportunities. 2.List some of the demographic trends of interest to marketers in the United States and discuss whether these trends pose opportunities or threats for marketers. 3. Discuss current trends in the natural and economic environment that marketers must be aware of and provide examples of company responses to each trend.Ethics Some marketers attempt to disguise themselvesas market researchers who want to ask you questionswhen their real intent is to sell something to the consumer. What is the impact of this practice on legitimateresearchers? What do you think might be done aboutthis practice?Assume you have been hired by Uber as a consultant to analyze its marketing environment. Specifically, Uber wants you to analyze two specific aspects of the company's environment - one micro (the company itself, its suppliers, marketing intermediaries, customer markets, competitors, and the public) and one macro(Demographic, Economic, Political, Ecological, Socio-Cultural, and Technological forces), and give advice. 1. Who will be the main direct competitor for Uber? What would you say are the main strengths and weaknesses of this competitor? How would you suggest Uber compete with the competitor? 2. What are the main legal regulations Uber must abide by to make and sell its services in the United States? Uber wants a list of the main legal regulations it will need to consider; what do these regulations require Uber to do or not do?
- A marketing system should sense, serve, and satisfy consumer needs while also improving the quality of their lives. Marketers may take actions by understanding customer needs and organizational practices, therefore marketing is currently facing many criticisms. Some of them are justified, while others are not. Certain marketing practises according to social critics, harm individual, consumers, and society as a whole, how to formulate this situation?Ethics Some critics of marketing have suggested thatmarket segmentation and target marketing leadto an unnecessary proliferation of product choicesthat wastes valuable resources. These critics suggest that if marketers didn't create so many different product choices. there would be more resources 10 feed the hungry and house the homeless andprovide for the needs of people around the globe.Are the results of segmentation and target marketing harmful or beneficial to society as a whole?Should firms be concerned about these criticisms?Why or why not?There are literally 100’s of different definitions of marketing available on the internet, and even marketing textbooks will use their own definition of what marketing is all about. And in the business world, especially across industries, you will find that different firms and different managers have a somewhat unique view of the role of marketing. As you probably know already however, the key goals of marketing are to: generate long-term profits, deliver customer satisfaction, and improve the competitive strengths of the organization over time. But let’s now have a very simple look at the role of marketing based on these three goals. The above marketing goals are really all about getting and keeping customers. This means that can we break marketing down to three simplistic responsibilities: Attract new customers (Get) Grow share of customer (Build) Retain profitable customers (Hold) In other words – GET – BUILD – HOLD customers. Clearly, there is a whole array of marketing…
- 1. What are publics in the marketing context? Why are they important to marketers? Suggest the publics for a specific business. 2. How would you characterize the current state of the economic environment in developed countries? How does it impact the activities and approach of marketers? 3. Why should marketers play close attention to the political environment?1. Name and describe the types of publics in a company’s marketing environment. 2. What are publics in the marketing context? Why are they important to marketers? Suggest the publics for a specific business. 3. Describe Generation Z. What differentiates GenZers from other demographic groups, such as baby boomers, Generation X, and millennials? 4. How would you characterize the current state of the economic environment in developed countries? How does it impact the activities and approach of marketers? 5. Why should marketers play close attention to the political environment?“Market Segmentation: Still the Bedrock of Commercial Success” (Source: https://www.marketingjournal.org/market-segmentation-still-the-bedrock-of-commercial-success-malcolm-mcdonald/) In light of the phenomenal advancements in marketing technology, it is important to dispel some of the popular myths surrounding market segmentation and explain why needs-based segmentation is still the main route to commercial success. The most common objective of modern commercial organizations is the sustainable creation of shareholder value. This can be achieved only by providing shareholders with a total return, from capital growth and dividend yield, that exceeds their risk-adjusted required rate of return for this particular investment. In today’s highly competitive environment, the major sources of shareholder value creation are the intangible marketing assets of the business, such as brands, customer relationships and channels of distribution, the 70% of the company’s value that does not…
- Is it reasonable to believe that marketing technologies such as Big Data and Predictive Analytics would have been effective 10-15 years ago? Why?Environmental scanning provides information about social, economic, technological, competitive, and regulatory forces that might affect marketingO TrueO FalseKeep the following in mind: Do you think that marketing technologies like Big Data and Predictive Analytics would have been successful if they had been available to businesses 15 years ago? Does this make sense?