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Marketing and society

6 important questions on Marketing and society

What is the problem often regarded as marketing myopia?

Focusing on products, rather than customer needs, is myopic (short-sighted). Recently warning for the 'new' myopia: single mined focus on customers and failure to recognize changed environment

What are the pitfalls of green marketing?

Green product that does not work
Green brother is watching you
Inconsistent consumers
Green can have negative associations

What is green washing?

Misleading information about a brand's green credentials

What are ethics in marketing?

Marketing ethics are the principles and standards that define acceptable conduct
in marketing. Marketing ethics is about translating societal/stakeholder issues into behavior of marketers

What are tips in green marketing ?

Involve stakeholders in innovation
Build alliances for communication
Look at the entire chain
Link to important product attributes
Be good and don't tell

What is the difference between micro and macro perspective in marketing?

Macro is about the impact and consequence of marketing systems on
society and the impact and consequence of society on marketing systems

Micro is about the interactions of a specific firm and the environment