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

When You
Finish This Chapter,
You Should

1.Understand why
marketing must be
evaluated differently
at the micro and
macro levels.

2.Understand why
the text argues that
micro-marketing
costs too much.

3.Understand why
the text argues that
macro-marketing
does not cost too
much.

4.Know some of the
challenges marketers
face as they work to
develop ethical mar-
keting strategies that
serve consumers’
needs.

Chapter

Twenty-Two

Ethical Marketing in a

Consumer-Oriented

World: Appraisal and

Challenges

economies is dramatic evidence

that consumer-citizens want free-

dom and choices_not only in

politics but in markets. Centrally

planned economies simply weren’t

able to meet needs. Even in China,

government officials seem to be

gradually softening their hard line

on central planning and allow-

ing Western firms to sell

products that will improve the

life of Chinese consumers.

Although there’s much talk

about the world as a global

village, we’re not there yet.

More than ever, the macro-

marketing systems of the world

are interconnected. The worldwide

drive toward market-directed

place

price

promotion

produc