Taking Sides: Clashing Views on Controversial Issues in Marketing

1
Taking Sides Clashing Views on Controversial
Issues in Marketing

• Bart Macchiette Abhijit Roy

2
Purpose Of The Book

• Introduce numerous controversial issues involved
  in contemporary marketing.
• Involve the reader in analysis and spirited
  debate concerning macro marketing issues.
• Prepare students to recognize, support and defend
  stances on these controversies in business
  situations.

3
Issue Selection

• Source Credibility -
• Contributors Charles Schewe (marketing), George
  Ritzer (sociology), David Grossman (psychology),
  Russell Roberts (economics), Edward Hallowell
  (psychiatry), and writers Karl Taro Greenfield,
  Rebecca Piirto Heath, Wendy Melillo
• Business Magazines Business Week, Fortune,
  Forbes, Nations Business
• Management Journals Harvard Business Review,
  Management Review

4
Issue Selection

• Marketing Relevance The selections relate to
  contemporary media coverage.
• Temporal Durability The issues meet the test of
  time endurance and signal some future trend or
  significant development.

5
Issue Selection

• Inherent Drama The element of passion is
  essential to a stimulating controversy and
  Clashing Views selections were chosen to strike
  a responsive chord with students and professors.
• Academic Integrity The selections provide
  insights for analysis and debate on concepts
  related to the marketing text.

6
Contents in Brief

• Taking Sides explores topics in five distinct
  categories ranging from concepts to current
  practice.

Targeting Segmentation
7
The Role of Marketing Theory, Practice, and
Conceptual Conflict

• This section examines definitional perspectives
  and interpretations of marketing.

8
The Role of Marketing Theory, Practice, and
Conceptual Conflict

• Does Marketing Have Appropriate Boundaries?
• Is the practice of Multilevel Marketing
  legitimate?
• Has the Keep It Simple concept become All
  Change, All the Time?
• Is Relationship Marketing a Tenable Concept?

9
Issue 1 Does Marketing Have Appropriate
Boundaries?

• Yes Society grants acceptability.
• Uses sin products as examples.
• Careful marketing required do not attempt to
  expand market, dont target
• No Ads presented as news are deceptive.
• Video News Release, Infomercial, live
  endorsement, Radio talk show, advertorial

10
Issue 2 Is the Practice of Multilevel Marketing
Legitimate?

• Yes Direct route to customers, personal
  salesmanship, and gets people out of the house
• No Questionable financial opportunity, focuses
  on health products that are of dubious quality
  without regulation

11
Issue 3 Has the Keep it Simple Concept Become
All Change, All the Time?

• Yes Customer is never satisfied.
• Customer service using dialogue with real time
  information systems.
• No Simplicity and common sense in marketing are
  competitive strategies.

12
Issue 4 Is Relationship Marketing a Tenable
Concept?

• Yes Utilizing database marketing communicates
  new products, services, or promotions.
• No Nine Big Mistakes of Relationship Marketing

13
Strategic Planning and Marketing Mix

• This section focuses on sweeping changes in
  strategic applications that are relevant to the
  marketing mix.

14
Strategic Planning and Marketing Mix

• Does Cause-Related Marketing Marketing Benefit
  All Stakeholders?
• Is Mass Customization the Wave of the Future?
• Are Outrageous Prices Inhibiting Consumer Access
  to Life-Sustaining Drugs?
• Will E-Commerce Eliminate Traditional
  Intermediaries?
• Is Communications Technology Death of the
  Salesman?

15
Issue 5 Does Cause-Related Marketing Benefit All
Stakeholders?

• Yes Creates a sentiment connection with the
  consumer.
• improves corporate image and sales.
• No Health charities specifically seem to be
  selling their reputation through product
  endorsements and educational partnerships.

16
Issue 6 Is Mass Customization the Wave of the
Future?

• Yes Dell Computer, Mattel toys, and Levis
  jeans are the examples of using technology to
  customize for one.
• Manufacturers only need to keep modular
  components in inventory.
• No McDonaldization shows the need for
  efficiency, calculability, predictability, and
  control

17
Issue 7 Are Outrageous Prices Inhibiting
Consumer Access to Life-Sustaining Drugs?

• Yes Elderly Americans have little coverage for
  life-sustaining drugs and low/ fixed income. It
  is not an equitable system.
• No High prices of pharmaceutical drugs are
  driven by demand, research, and marketing costs.

18
Issue 8 Will E-Commerce Eliminate Traditional
Intermediaries?

• Yes Trends are new pricing models, higher
  customer service expectations, new distribution
  methods, unexpected market opportunities, and
  high rates of entry.
• No Cyberspace is not profitable due to
  advertising, inventory, and personnel costs.

19
Issue 9 Is Communications Technology Death of
the Salesman?

• Yes Consumers are informed prior to purchase,
  no longer need personal relationship.
• No We all need the human moment, face to face
  encounters with other people to prevent
  misunderstandings.

20
Consumer Behavior in the New Millennium

• This Section deals with emergence of an entirely
  new frontier for purchasing, searching for
  information, decision making, and evaluating
  products and services.

21
Consumer Behavior in the New Millennium

• The New Marketing Paradigm Shift Are Consumers
  Dominating the Balance of Power in the
  Marketplace?
• Is the Traditional Development of Brand Loyalty
  Dying?
• Is Extreme Sports Marketing Risk and Thrill
  Seeking to Society?
• Should Classrooms Be Commercial-Free Zones?

22
Issue 10 The New Marketing Paradigm Shift Are
Consumers Dominating the Balance of Power in the
Marketplace?

• Yes Consumers shop anytime, are informed, and
  want personalization and solutions.
• No Through segmenting, high value customers are
  found and treated to better offerings.

23
Issue 11 Is the Traditional Development of Brand
Loyalty Dying?

• Yes Web branding calls for differentiation,
  emotional attributes, relevancy, brand esteem,
  and consumer knowledge.
• No Products in a brand being consistent with
  standards makes the brand trusted and easy to
  chose.

24
Issue 12 Is Extreme Sports Marketing Risk and
Thrill Seeking to Society?

• Yes Many aspects of national behaviors parallel
  the risk taking of snowboarding and mountain
  biking.
• No Extreme sports emphasize the quest for
  individualism and self expression.

25
Issue 13 Should Classrooms be Commercial-Free
Zones?

• Yes Channel One benefits include quality
  content, top media professionals, ant teaches
  current events, social studies, economics, and
  history.
• No Methods of advertising in school are book
  covers, exclusive vending, and web banner ads.

26
Segmentation, Positioning, and Target Marketing
Targeting Segmentation

• This section examines the most basic and crucial
  tools utilized by marketers in tailoring market
  offerings to satisfy consumer needs. Changing
  demographics, lifestyles, and new technologies
  are forcing marketers to re-engineer and adapt.

27
Segmentation, Positioning, and Target Marketing

• Should Marketers Target Vulnerable Groups?
• Is Generational Segmentation an Effective
  Marketing Strategy?
• Is the Marketing of Online Degree Programs a
  Threat to Traditional Education?

28
Issue 14 Should Marketers Target Vulnerable
Groups?

• Yes As a prime example, credit card companies
  target college students. These are bright young
  adults who must learn financial responsibility.
• Marketing correctness is determined by social
  responsibility.
• No Students are lured with giveaways into debt.

29
Issue 15 Is Generational Segmentation an
Effective Marketing Strategy?

• Yes Use life stages, current conditions, and
  formative cohort experiences to know and interact
  with the consumer.
• No The time that the consumer reached adulthood
  is what really needs to be known to reach the
  consumer.

30
Issue 16 Is the Marketing of Online Degree
Programs a Threat to traditional Education?

• Yes Online education has niche markets and
  increasing competition.
• No High tech education is implemented by top
  administrators and private sector commercial
  partners without input from faculty and students.

31
Societal and Regulatory Influences

• This Segment considers the effects of marketing
  on society.

32
Societal and Regulatory Influences

• Are Marketers Culpable for Americas Culture of
  Violence?
• Should Alcohol Advertising be Regulated Further?
• Is It Appropriate for the Government to Market
  Lotteries?
• Is Political Marketing Essentially Buying
  Politicians?

33
Issue 17 Are Marketers Culpable for Americas
Culture of Violence?

• Yes Video games and the marketing of media
  violence correlate with conditioning kids to
  kill.
• No Politically motivated legislation to halt
  violence in marketing videos ignores the
  importance of family influence and upbringing.

34
Issue 18 Should Alcohol Advertising be Regulated
Further?

• Yes Increased awareness of beer commercials
  leads to favorable beliefs about underage
  drinking and increases the likelihood of
  youngsters intentions to drink as adults.
• No There needs to be self-regulation to prevent
  alcohol advertising from influencing underage
  drinkers.

35
Issue 19 Is is Appropriate for Governments to
Market Lotteries?

• Yes Lotteries raise money for good causes. May
  be more fair then taxation, and reasonable odds
  for low risk.
• No Criticisms of lotteries include misleading
  allocation of funds, worst odds, and deceptive,
  inappropriate advertising.

36
Issue 20 Is Political Marketing Essentially
Buying Politicians?

• Yes Special interest groups heavily invest in
  politicians who become their political patrons.
• No Banning soft money may conflict with the
  First Amendment and there are alternative means
  for making politicians accountable.

37
Summary

• Taking Sides facilitates detailed discussion of
  some of todays hottest moral and marketing
  issues, providing an unparalleled learning
  experience for students and faculty alike.