Use examples to describe how relevant themes (e.g., ethics, sustainability, the global environment) challenge marketers beyond satisfying customer needs.
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- What do marketers mean when they refer to technological and sociocultural environments? Why do they need to understand these environments in a global marketplace?In what ways are cultural values changing in America? How are marketers responding to these changes?Why has the marketspace captured the eye and imagination of marketers worldwide?
- Identify the ethical valuesmarketers should embrace.Choose any one social media platform or site and research the demographics of the users of that platform. what are the gender, age range, and income level of the typical user? Is this changing or expected to change in the near future? Based on that information, brainstorm at least five brands or products targeted at that market segment that could effectively be marketed on that platform.Is there still any need for traditional marketing techniques in a world of socialcommerce? Why or why not?
- How can marketers respond to the criticism that marketing creates false wants and encourages materialism?Marketing researchers have generally used the objective method to measure social class, rather than the subjective or reputational methods. Why has the objective method been preferred by researchers?Some critics of marketing have suggested that market segmentation and target marketing lead to an unnecessary proliferation of product choices that wastes valuable resources. These critics suggest that if marketers didn’t create so many different product choices, there would be more resources to feed the hungry and house the homeless and provide for the needs of people around the globe. Are the results of segmentation and target marketing harmful or beneficial to society as a whole? Should firms be concerned about these criticisms? Why or why not?