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