Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities (Thomas and Housden, 2002). According to Boone and Kurtz (1997);
“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives”
(Boone and Kurtz, 1997: 202).
Another definition of marketing, according to the Chartered Institute of Marketing, is ‘The management process responsible for identifying, anticipating and satisfying customer requirements profitability’ (Tailor, 2000). In all the definitions of marketing the main point is to satisfy the customer needs. As known with in a global world it will be difficult for the companies to achieve this satisfaction because the needs and the demands are unlimited and the customers have many different alternatives for the different products.
Powerful forces such as capitalism, global transport, communications, marketing and advertising, and transnational cosmopolitanism are interacting to dissolve the boundaries across national cultures and economies and in the eyes of some, accelerating the emergence of a homogeneous global consumer culture (Keegan and Green, 2003; Kotler, 2005). The conventional method of using countries as the cultural unit of analysis or as a basis for market segmentation, is increasingly ill-advised, given that most of the world's countries are already multicultural and growing ever more so, and even within relatively homogeneous nations, individuals vary substantially in the extent to which they identify with, adhere to, and practice cultural norms. Many researchers argue that increasing globalization is reducing the homogeneity of consumer behaviours within countries, while increasing communalities across countries (Cleveland and Laroche, 2007). The decreasing homogeneity forces the professionals to reach every type of the customer. Without reaching all types of the customer a company can never be successful because there will be another company reaching to that customer in the global world. In this point direct marketing becomes useful (Nash, 2000).
Inhaltsverzeichnis (Table of Contents)
- Direct Marketing from an ethical point of view
- Direct Marketing
- Spam mails
- DIRECT MARKETING AND ETHICS
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper examines direct marketing practices from an ethical perspective, highlighting the complexities of reaching target audiences in a globalized world while adhering to ethical principles. The paper investigates the historical evolution of direct marketing, the rise of spam, and the implications for consumer privacy and trust. The paper also discusses the ethical responsibilities of marketers in a globalized marketplace, emphasizing the need for responsible and ethical business practices.
- The evolution of direct marketing practices
- The rise of spam and its impact on consumer trust
- Ethical considerations in direct marketing
- Consumer rights and the impact of direct marketing
- The role of marketers in fostering trust and ethical behavior
Zusammenfassung der Kapitel (Chapter Summaries)
- Direct Marketing from an ethical point of view: This chapter introduces the concept of direct marketing and its evolution, highlighting the growing importance of reaching diverse customer segments in a globalized marketplace. The chapter also introduces the concept of ethics in marketing and its relationship to consumer trust.
- Direct Marketing: This chapter delves deeper into the practices of direct marketing, focusing on its advantages and challenges. It examines the use of different channels, including direct mail and email, and explores the impact of technology on direct marketing strategies.
- Spam mails: This chapter examines the phenomenon of spam, its definition, and its ethical implications. It discusses the impact of spam on consumer trust and privacy, highlighting the importance of ethical email practices. The chapter also explores legislative efforts, such as the CAN-SPAM Act, to regulate and restrict spam.
Schlüsselwörter (Keywords)
The keywords that encapsulate the main themes and concepts of this text include direct marketing, ethics, spam, consumer trust, privacy, globalized marketplace, consumer rights, and ethical business practices. The paper explores the ethical implications of direct marketing in a globalized world, highlighting the importance of responsible and ethical practices in reaching target audiences.
- Quote paper
- Melis Ceylan (Author), 2007, Direct Marketing from an ethical point of view, Munich, GRIN Verlag, https://www.grin.com/document/85739
