marketing and its discontent
TRANSCRIPT
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PRESENTATIONON
MARKETING AND
ITS DISCONTENTS
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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
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ExcessesExpertness
AREAS OF MARKETING CRITICISM
Excesses
• Misleading packaging
• Objectionable advertising
• Questionable selling practices
Expertness
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MISLEADING ADVERTISMENTS
Garnier shampoo
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MISLEADING PROMOTIONS
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MISLEADING PACKAGING
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TRUE PRACTISE OF MARKETING
Identification of market opportunity
Target Identification
Program Development
SEGMENT
TARGET
PROGRAM AUDIENCE
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MARKETERS CREATE THE NEED
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MARKETING EFFORT AND CONSUMER DISCONTENT
AUDIENCE
TARGET
SEGMENT
Segment with Need
Target of Marketing Program
Audience reached by Marketing Program
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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
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CONCLUSION
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