Marketing Agency
Common Ethical Issues in Marketing LEARNING OBJECTIVES Identify common ethical issues and their impact on individuals and organizations Consider the following business situation: You’re a member of the marketing team for a B2B company that sells software… Common Ethical Issues in Marketing
Defining Ethics LEARNING OBJECTIVES Define ethics in the context of marketing Ethics is the set of moral principles or values that guides behavior. There is a general recognition that many, if not most, business decisions involve… Defining Ethics
Introduction to Ethical Marketing Issues What you’ll learn to do: describe the types of ethical and social responsibility issues that marketing must address We will begin by introducing definitions to clarify ethical terms and then… Introduction to Ethical Marketing Issues
Why It Matters: Ethics and Social Responsibility Why learn about ethics and social responsibility? Generally speaking, students believe that there are two primary reasons to act ethically: Acting ethically is the right thing to do from a… Why It Matters: Ethics and Social Responsibility
Putting It Together: Marketing Strategy Since Southwest Airlines is a familiar example by now, let’s do a more complete review of its strategy to help with your assignments in this course. In this module we have… Putting It Together: Marketing Strategy
Customer-Relationship Strategies and Management LEARNING OBJECTIVES Describe how businesses use buyer personas to better understand the target customer Define customer relationship management A situation analysis can reveal whether a company’s relationship with customers is a… Customer-Relationship Strategies and Management
Introduction to Customer Relationships What you’ll learn to do: explain how the development and maintenance of customer relationships are an essential part of an organization’s marketing strategy If you are getting the impression that an… how the development and maintenance of customer relationships
Diversification Example LEARNING OBJECTIVES Give some examples of corporate strategies Disney Diversification: create new opportunities by creating new products that will be introduced in new markets Disneyland Toontown When you hear the word Disney, what comes to… Diversification Example : create new opportunities by creating new products that will be introduced in new markets
Product Development Example LEARNING OBJECTIVES Give some examples of corporate strategies Nissan Motors Product development: create new products that can be sold in existing markets Nissan was the first major automaker to commit to the mass production… Product Development Example : create new products that can be sold in existing markets
Market Development Example LEARNING OBJECTIVES Give some examples of corporate strategies Poached Jobs Market development: use existing products to capture new markets Together, the hospitality industry, restaurants, and hotels account for 14 million jobs across… Market Development Example