Current Issues in the marketing practice Flashcards
major current issues in mrarrketing
- globalisation
- Social media
- Ethics
what is the world becoming more globally linked through
- production
- technology
- capital
- people
- information
- business
major decisions in international marketing
- looking at the global marketing environment
- deciding whether or not to go international
- deciding which markets to enteerer
- deciding on global marketting programs
social media
computer-mediated tools that allow people to creaet, share, exchange informatin in virtual communities and networks
what companies want from social media
- increased market sharre
- acceleratting revenue
- strong band affinity
- increased customer lifetime value
what consumers want from social media
- empowerment
- influence
- increased connectedness
- relavent prroducts
- rich content
- peer eccomendatins
- interasctve experience
importance of social media in consumer decision joourney
consumers can impact buyer behaviour of others oover sical meda by sharing their thoughts after purchase
new roles for marketing in social media
- orchestrator
- publisher
- marketplace intelligence leade
types of ethical issues
- product issues
- promotion issues
- distribution issues
- price issues
- deceptuve practtices
- high pressure selling
- unsafe products
- planned obslescence
- markets impact on society
product issues examples
- planned obsolescence
- product quality and safety
- productt warranties
- fair packaging and labbeling
promotion issues
- bait and switch advertising
- promotional allowances
- bribery
bait and switch advertising
form of fraud where a product is adverrttised at a alow pice when it is not availible
bait and switch function
to lure customers and upsell them on a similar, more expensive item
distribution issues
- executiive territories
- dumping
- dealer rights
- predatory competition
executive territories
concerns marketers eesponsibility to serve unsatisfiied market segments even if prrofit potential is small
