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MP Taking Sides: Marketing with PowerWeb

by: MACCHIETTE

MP Taking Sides: Marketing with PowerWeb

by: MACCHIETTE

ISBN 13:
9780072474497
ISBN 10:
0072474491
Edition: 1st
Format: Paperback
Copyright: 11/02/2000
Publisher: McGraw-Hill/Dushkin

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Summary

This debate style reader is designed to introduce students to controversies in marketing. The readings, which represent the arguments of leading business professionals and marketing researchers, reflect a variety of viewpoints and have been selected for their liveliness and substance and because of their value in a debate framework. This new title will be a beneficial tool to encourage critical thinking on important issues in marketing today. Packaged with PowerWeb: Marketing.PowerWeb: Marketing is a password-protected Web site that offers professors a turnkey solution for adding the Internet to a course. It includes current articles from Annual Editions: Marketing, curriculum-based materials, weekly updates with assessment, informative and timely world news, refereed Web links, research tools, student study tools, interactive exercises, and much more.

Preface

Introduction

xii

PART 1 THE ROLE OF MARKETING: THEORY, PRACTICE, AND CONCEPTUAL CONFLICT

(84)

Does Marketing Have Appropriate Boundaries?

(22)

Yes: D. Kirk Davidson, from Selling Sin: The Marketing of Socially Unacceptable Products (Quorum Books, 1996)

(9)

No: Michael F. Jacobson and Laurie Ann Mazur, from Marketing Madness: A Survival Guide for a Consumer Society (Westview Press, 1995)

(11)

Is the Practice of Multilevel Marketing Legitimate?

(18)

Yes: Dale D. Buss, from ``A Direct Route to Customers,'' Nation's Business (September 1997)

(7)

No: Stephen Barrett, from ``The Mirage of Multilevel Marketing,'' Quackwatch, <http://www.quackwatch.com/01QuackeryRelatedTopics/mlm.html> (August 26, 1999)

(9)

Has the ``Keep It Simple'' Concept Become ``All Change, All the Time''?

(26)

Yes: Regis McKenna, from Real Time: Preparing for the Age of the Never Satisfied Customer (Harvard Business School Press, 1997)

(11)

No: Jack Trout with Steve Rivkin, from The Power of Simplicity: A Management Guide to Cutting Through the Nonsense and Doing Things Right (McGraw-Hill, 1999)

(13)

Is Relationship Marketing a Tenable Concept?

(17)

Yes: Jennifer Bresnahan, from ``Improving the Odds,'' CIO Enterprise Magazine (November 15, 1998)

(6)

No: James R. Rosenfield, from ``Whatever Happened to Relationship Marketing? Nine Big Mistakes,'' Direct Marketing (May 1999)

(9)

PART 2 STRATEGIC PLANNING AND THE MARKETING MIX

(96)

Does Cause-Related Marketing Benefit All Stakeholders?

(20)

Yes: Paul Holmes, from ``Just Cause,'' Reputation Management (January/February 1997)

(9)

No: James T. Bennett and Thomas J. DiLorenzo, from ``Health Charities: Reputation for Sale?'' Consumers' Research (July 1997)

(9)

Is Mass Customization the Wave of the Future?

106

(22)

Yes: Erick Schonfeld, from ``The Customized, Digitized, Have-It-Your-Way Economy,'' Fortune (September 28, 1998)

108

(7)

No: George Ritzer, from The McDonaldization of Society: An Investigation into the Changing Character of Contemporary Social Life, rev. ed. (Pine Forge Press, 1996)

115

(13)

Are Outrageous Prices Inhibiting Consumer Access to Life-Sustaining Drugs?

128

(18)

Yes: Lucette Lagnado, from ``Choosing Between Drugs, Necessities,'' The Wall Street Journal Interactive Edition, <http://www.msnbc.com/news/215703.asp> (January 20, 2000)

130

(6)

No: Elyse Tanouye, from ``U.S. Develops Expensive Habit With Drug Sector Growth Spurt,'' The Wall Street Journal Interactive Edition, <http://www.msnbc.com/news/215163.asp> (January 19, 2000)

136

(10)

Will E-Commerce Eliminate Traditional Intermediaries?

146

(16)

Yes: Mary Modahl, from Now or Never: How Companies Must Change Today to Win the Battle for Internet Consumers (HarperBusiness, 2000)

148

(9)

No: Mary Beth Grover, from ``Lost in Cyberspace,'' Forbes (March 8, 1999)

157

(5)

Is Communications Technology ``Death of the Salesman''?

162

(19)

Yes: Beth Belton, from ``Technology Is Changing Face of U.S. Sales Force,'' USA Today (February 9, 1999)

164

(5)

No: Edward M. Hallowell, from ``The Human Moment at Work,'' Harvard Business Review (January-February 1999)

169

(12)

PART 3 CONSUMER BEHAVIOR IN THE NEW MILLIENNIUM

181

(68)

The New Marketing Paradigm Shift: Are Consumers Dominating the Balance of Power in the Marketplace?

182

(18)

Yes: Pierre M. Loewe and Mark S. Bonchek, from ``The Retail Revolution,'' Management Review (April 1999)

184

(8)

No: Marcia Stepanek, from ``Weblining,'' Business Week Online, <http://www.businessweek.com/2000/00-14/ebiztoc.htm> (April 3, 2000)

192

(8)

Is the Traditional Development of Brand Loyalty Dying?

200

(18)

Yes: Evan I. Schwartz, from Digital Darwinism: Seven Breakthrough Business Strategies for Surviving in the Cultural Web Economy (Broadway Books, 1999)

202

(7)

No: Rebecca Piirto Heath, from ``The Once and Future King,'' Marketing Tools (March 1, 1998)

209

(9)

Is ``Extreme Sports'' Marketing Risk and Thrill Seeking to Society?

218

(12)

Yes: Karl Taro Greenfeld, from ``Life on the Edge: Is Everyday Life Too Dull? Why Else Would Americans Seek Risk As Never Before?'' Time (September 6, 1999)

220

(6)

No: Myra Stark, from ``The Extreme Generation,'' Brandweek (September 1, 1997)

226

(4)

Should Classrooms Be Commercial-Free Zones?

230

(19)

Yes: Peter Ferrara, from ``The Clear Benefits of Channel One,'' Americans for Tax Reform Policy Brief (May 19, 1999)

232

(10)

No: Peggy J. Farber, from ``Schools for Sale,'' Advertising Age (October 25, 1999)

242

(7)

PART 4 SEGMENTATION, POSITIONING, AND TARGET MARKETING

249

(58)

Should Marketers Target Vulnerable Groups?

250

(14)

Yes: Barton Macchiette and Abhijit Roy, from ``Sensitive Groups and Social Issues: Are You Marketing Correct?'' Journal of Consumer Marketing (vol. 11, no. 4, 1994)

252

(9)

No: Marcy Gordon, from ``Collegiate Credit Junkies: Critics Allege Credit Card Companies Try to Hook Students,'' Abcnews.com, <http://abcnews.go.com/sections/business/DailyNews/credit990608.html> (June 8, 1999)

261

(3)

Is Generational Segmentation an Effective Marketing Strategy?

264

(20)

Yes: J. Walker Smith and Ann Clurman, from Rocking the Ages: The Yankelovich Report on Generational Marketing (HarperBusiness, 1997)

266

(10)

No: Charles D. Schewe and Geoffrey E. Meredith, from ``Segmenting the Market by Cohorts: Age Really Matters---`Coming of Age' That Is!'' An Original Essay Written for This Volume (2000)

276

(8)

Is the Marketing of Online Degree Programs a Threat to Traditional Education?

284

(23)

Yes: Ted Marchese, from ``Not-So-Distant Competitors: How New Providers Are Remaking the Postsecondary Marketplace,'' AAHE Bulletin (May 1998)

286

(8)

No: David F. Noble, from ``Digital Diploma Mills: The Automation of Higher Education,'' First Monday: Peer-Reviewed Journal on the Internet, <http://www.firstmonday.dk/issues/issue3_1/noble/index.html> (January 5, 1998)

294

(13)

PART 5 SOCIETAL AND REGULATORY INFLUENCES

307

(71)

Are Marketers Culpable for America's Culture of Violence?

308

(18)

Yes: David Grossman, from ``Trained to Kill,'' Christianity Today (August 10, 1998)

310

(12)

No: Wendy Melillo, from ``After Columbine, Legislators Attack Media Violence,'' Adweek (May 24, 1999)

322

(4)

Should Alcohol Advertising Be Regulated Further?

326

(12)

Yes: Laurie Leiber, from ``Should the Government Restrict Advertising of Alcoholic Beverages? Yes,'' Priorities for Long Life and Good Health (vol. 9, no. 3, 1997)

328

(4)

No: Federal Trade Commission, from FTC Reports on Industry Efforts to Avoid Promoting Alcohol to Underage Consumers (September 9, 1999)

332

(6)

Is It Appropriate for the Government to Market Lotteries?

338

(22)

Yes: Edward J. Stanek, from ``Take the High Road and Keep the Upper Hand,'' Speech Delivered to the North American Association of State and Provincial Lotteries at its Twenty-Third Annual Meeting in Boston, Massachusetts (September 29, 1997)

340

(10)

No: National Gambling Impact Study Commission, from Lotteries (May 29, 1998)

350

(10)

Is Political Marketing Essentially Buying Politicians?

360

(18)

Yes: Charles Lewis and the Center for Public Integrity, from The Buying of the President 2000 (Avon Books, 2000)

362

(10)

No: Russell Roberts, from ``Will Campaign Finance Reform Enhance the Power of the People?'' Ideas on Liberty (September 2000)

372

(6)

Contributors

378

(5)

Index

383

Amazon no longer offers textbook rentals. We do!

MP Taking Sides: Marketing with PowerWeb

MP Taking Sides: Marketing with PowerWeb

9780072474497

0072474491

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

MP Taking Sides: Marketing with PowerWeb

MP Taking Sides: Marketing with PowerWeb

9780072474497

0072474491

Summary

Table of Contents

Supplemental Materials

Write a Review

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