marketing and its discontent
TRANSCRIPT
PRESENTATIONON
MARKETING AND
ITS DISCONTENTS
MARKETING AND DISCONTENTS
MARKETING: activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
DISCONTENTS: showing or experiencing dissatisfaction or restless longing
ExcessesExpertness
AREAS OF MARKETING CRITICISM
Excesses
• Misleading packaging
• Objectionable advertising
• Questionable selling practices
Expertness
MISLEADING ADVERTISMENTS
Garnier shampoo
MISLEADING PROMOTIONS
MISLEADING PACKAGING
TRUE PRACTISE OF MARKETING
Identification of market opportunity
Target Identification
Program Development
SEGMENT
TARGET
PROGRAM AUDIENCE
MARKETERS CREATE THE NEED
MARKETING EFFORT AND CONSUMER DISCONTENT
AUDIENCE
TARGET
SEGMENT
Segment with Need
Target of Marketing Program
Audience reached by Marketing Program
MARKETING CLUSTERS CLUSTERS REACTIONS
Segment, Target, Audience Highly Satisfied
Segment, Audience Somewhat satisfied or Frustrated
Target, Audience Highly distracted or Irritated
Audience Somewhat distracted
Segment , Target Frustrated
Segment Frustrated
CONCLUSION