Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

22. Ethical Marketing in a
    Consumer−Oriented World:
    Appraisal and Challenges

Text © The McGraw−Hill

Companies, 2002

Conclusion

Macro-marketing does notcost too much. Consumers
have assigned business the role of satisfying their needs.
Customers find it satisfactory and even desirable to per-
mit businesses to cater to them and even to stimulate
wants. As long as consumers are satisfied, macro-market-
ing will not cost too much—and business firms will be
permitted to continue as profit-making entities.
But business exists at the consumer’s discretion. It’s
mainly by satisfying the consumer that a particular
firm—and oureconomic system—can justify its exis-
tence and hope to keep operating.
In carrying out this role—granted by consumers—
business firms are not always as effective as they could be.
Many business managers don’t understand the marketing
concept or the role that marketing plays in our way of life.
They seem to feel that business has a God-given right to
operate as it chooses. And they proceed in their typical

production-oriented ways. Further, many managers have

had little or no training in business management and are

not as competent as they should be. Others fail to adjust to

the changes taking place around them. And a few dishon-

est or unethical managers can do a great deal of damage

before consumer-citizens take steps to stop them. As a re-

sult, micro-marketing often doescost too much. But the

situation is improving. More business training is now avail-

able, and more competent people are being attracted to

marketing and business generally. Clearly, youhave a role

to play in improving marketing activities in the future.

Marketing has new challenges to face in the future.

Ourconsumers may have to settle for a lower standard of

living. Resource shortages, slower population growth, and

a larger number of elderly—with a smaller proportion of

the population in the workforce—may all combine to re-

duce our income growth. This may force consumers to

652 Chapter 22

We, as consumer-citizens, should be careful to distinguish between proposed

changes designed simply to modify our system and those designed to change it—

perhaps drastically. In either case, we should have the opportunity to make the

decision (through elected representatives). This decision should not be left in the

hands of a few well-placed managers or government planners.

Regardless of the changes consumer-citizens may enact, we will need some kind

of a marketing system in the future. Further, if satisfying more subtle needs—such

as for the good life—becomes our objective, it could be even more important to

have market-oriented firms. We may have to define not only an individual’s needs

but also society’s needs—perhaps for a better neighborhood or more enriching social

experiences, and so on. As we go beyond tangible physical goods into more sophis-

ticated need-satisfying blends of goods and services, the trial-and-error approach of

the typical production-oriented manager will become even less acceptable.^18

Marketing people may
be even more
necessary in the future

The Domino’s logo shown here
behind home plate does not
actually exist on the playing field
of this major league baseball
game—but rather is created
electronically. The advertiser pays
the TV broadcaster to get the
exposure. As new imaging
technologies emerge, companies
will have to decide what is fair
and appropriate.