Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e- Ethical Marketing in a
Consumer−Oriented World:
Appraisal and Challenges
Text © The McGraw−Hill
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Someone in a realvillage on
the plains of Kenya may be
able to try a cellular phone orwatch a TV and get a glimpse
of the quality of life that con-
sumers in the advanced
Western economies enjoy,
but for that person it doesn’tseem real. What is real is the
struggle to meet the basic
physical needs of life_to
survive starvation, malnutri-
tion, and epidemic-carryingwater. The plight of con-
sumers doesn’t seem quite as
severe in the fragile and
emerging democracies, like
those in Eastern Europe. Butthe vast majority of citizen-
consumers in those societiescan still only wonder if they’ll
ever have choices among a
wide variety of goods and
services_and the income to
buy them_that most con-sumers take for granted in
the United States, Canada,
England, most countries in
Western Europe, Australia,
and a few other advancedeconomies.^1
The challenges faced by
consumers, and marketing
managers, in the advanced
economies seem minor bycontrast. In England, for
example, some consumers
who live in villages that are
off the beaten path may need
to worry that they are notincluded in the 90 percent of
the British population served
by Tesco delivery vans.
Tesco, the largest supermar-ket chain in England, created
its online shopping service for
groceries (and hundreds of
other products) just a few
years ago, but over 500,000Brits have registered to use
the site.^2
Online shopping for
groceries has not proved as
popular in the U.S. Webvanand several online-grocery
competitors found that out
the hard way and went out
of business after spending
heavily. On the other hand,Web-based retailers like