Marketing and society
6 important questions on Marketing and society
What is the problem often regarded as marketing myopia?
Focusing on products, rather than customer needs, is myopic (short-sighted). Recently warning for the 'new' myopia: single mined focus on customers and failure to recognize changed environment
What are the pitfalls of green marketing?
- Green product that does not work
- Green brother is watching you
- Inconsistent consumers
- Green can have negative associations
What is green washing?
- Higher grades + faster learning
- Never study anything twice
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What are ethics in marketing?
Marketing ethics are the principles and standards that define acceptable conduct
in marketing. Marketing ethics is about translating societal/stakeholder issues into behavior of marketers
What are tips in green marketing ?
- Involve stakeholders in innovation
- Build alliances for communication
- Look at the entire chain
- Link to important product attributes
- Be good and don't tell
What is the difference between micro and macro perspective in marketing?
society and the impact and consequence of society on marketing systems
Micro is about the interactions of a specific firm and the environment
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