Please enable JavaScript.
Coggle requires JavaScript to display documents.
Contrasting Perspectives on Marketing - Coggle Diagram
Contrasting Perspectives on Marketing
Historical Marketing and Societal Changes
Adverts could have shown sexism and racism in historical marketing communications, at least for the contemporary observer.
Products and Claims
Can take different forms which are based in social norms and marketing communication.
Description of product characteristics:
Benefits of owning a product.
Statement about the product
Claims about the product
Target Groups and Represntation
Academic interest on marketing to different ethnic groups has followed major policy interventions and social changes.
Cross-Cultural Perspectives
Normative, Relative and Communicative Approaches
Normative Approaches
Assume there is a universal, often norms or rule-based set of ethical and moral principles.
They are inflexible.
Significant disadvantages for companies when applied globally.
Relative Approaches
Assume that there is no universal set of ethical principles, and that individual cultures or groups have their own moral guidelines and perceptions.
Have the potential to be upsetting for one or more of the partners in international/cross-cultural business.
May based on incorrect information or beliefs.
Communicative Approaches
Also known as dialogic idealism.
It attempts to combine both normative and relativist approaches by resolving differences through dialogue.
Religious Marketing Perspective
Different religions have long served, and continue to serve, as a source of moral and ethical guidance in daily life.
3 major monotheistic religion
Christianity
Judaism
Islam
Religion are often normative and restricted to interpretation of single scriptures.
If regulations in adverts according to religion do not adhere to them, these ads will be rejected.
Religion Guidelines can serve as a moral guideline for marketers, actual interpretations of supposedly underlying religious principles in practice are often less normative and very from country to country.
Appeals and Causing Offence
Marketing communication concepts, especially those using humour in relations to religions, sexual or other social norms, are particularly prone to cultural misunderstandings or may cause offence.
Gender Portrayal
Female Stereotyping started mainly from movies
A greater sensitivity to ads that may be seen as not conforming to equality in society.
The advert's implicit implication of a woman's place in the home was seen by many as a deviation from the modern viewpoints of a Western Family unit and counter to women's struggle for gender equality.
Portrayal of 'Beauty'
Use of idealised body images in advertisements can reinforce ideas of what is attractive in ways that results in damaged identities.
There will be some people which do not fall into this segment and therefore be left behind.
Some of the ethical problems with certain idealised images in advertisements as they drive people towards conformity with unrealistic or even hard to achieve body images and lifestyle.
Creation of Unnecessary Needs
Many consumers feel that marketing creates needs in the industry, and due to their strategy, expose consumers into buying unneeded products or services, forcing them in a spiral of debt and unmet satisfaction.
Marketers believe that consumers have the ability to distinguish from needs and wants, and it's the market's objectives.