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Basic Marketing: A Global−Managerial Approach Chapter 22

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Chapter 22. Ethical Marketing in a Consumer−Oriented World: Appraisal and Challenges. 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. | I Perreault-McCarthy Basic I Marketing A Global-Managerial Approach 14 e 22. Ethical Marketing in a I Text Consumer-Oriented World Appraisal and Challenges 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. Chapter Twenty-Two 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. Ethical Marketing in a Consumer-Oriented 4. Know some of the challenges marketers face as they work to develop ethical marketing strategies that serve consumers needs. World Appraisal and Challenges More than ever the macromarketing systems of the world are interconnected. The worldwide economies is dramatic evidence that consumer-citizens want free- drive toward market-directed 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 allowing 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. place promotion price produc 22. Ethical Marketing in a I Text Consumer-Oriented World Appraisal and Challenges Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e The McGraw-Hill Companies 2002 Someone in a real village on the plains of Kenya may be able to try a cellular phone or watch a TV and get a glimpse of the quality of life that consumers in the advanced Western economies enjoy but for that person it doesn t seem real. What is real is the struggle to meet the basic physical needs of life to survive starvation malnutrition and epidemic-carrying water. The plight of consumers doesn t seem quite as severe in the fragile and emerging democracies like those in Eastern Europe. But the vast majority of .

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