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Current Issues in Marketing (Ethics and Social Responsibilities…
Current Issues in Marketing
Globalisation
International Marketing
The global marketing environment
Political/ legal
Economic
Social/ cultural
Technological
Deciding whether to go international
Deciding which markets to enter
Incremental or simultaneous entry?
Concentrated or diversified?
Deciding on the global marketing program
Multinational or adaptation strategy: the world as a portfolio of national opportunities
"Glocal" strategy: standardises some core elements, and localises other elements
Global or standardised strategy: the world as a single market
Marketing mix decisions
Dual adaptation
Product invention
Product adaptation
Communication adaptation
Straight extension
Social Media
New roles for marketing
Publisher and content supply chain manager:Ensuring consistent messaging across multiple pieces of content
Marketplace intelligence leader: Monitoring market trends and conversations about your brand
Orchestrator:
Integrating
market research, product design, and marketing communications through multiple customer touch-points
Ethics and Social Responsibilities
High prices
Deceptive practices (overstating and misleading)
High pressure selling
Unsafe products
Planned obsolescence (i.e: iphone 4 sometimes is slower than the more modern iphone => encourage people to buy the most modern once)
Marketing's impact on society
Too few social goods: overselling private goods may result in increase in demand of public services (i.e: car => roads)
Cultural pollution: materialism, sex, power, status
False wants and too much materialism: people are judged on what they own
Too much political power
Movements towards social responsibilities
Consumerism
Environmentalism
Law
The pyramid of social responsibilities
Ethical
Legal
Top: Philanthropic - contributes resources to the society, improve quality of life
Bottom: Economic -profitable