Graded Homework

Marketers constantly search for new means to attract consumers’ attention, meaning their practices evolve too rapidly for legislation to keep up.
Marketers operate in local, regional, national, and global markets, making the appropriate jurisdiction difficult to establish.
The marketing and advertising industries have brought lobby efforts to bear against state and federal lawmakers, constraining effective legislation.
The marketing and advertising industries prefer self-regulation through alliances like the
Children’s Advertising Review Unit.

Investors
Businesses
Consumers
Society at large

Governmental social marketing
Corporate marketing departments
Advertising agencies
Entrepreneurship

A business underwrites a weekly news show on public television that features a debate between editorial columnists with differing political views.
A governmental agency launches an anti-obesity campaign that encourages individuals to enroll in workplace weight-loss support groups.
A business fields a survey designed to assess brand awareness both before and after a marketing campaign. The post-campaign survey showed a 7 percent increase in brand loyalty.
A font company pays for product placements in an independent film about typography, allowing the film to achieve distribution through art schools and reach more type enthusiasts.

Because the proliferation of message channels and marketing messages increasingly requires familiarity with qualitative analysis.
Because understanding marketing’s effects on the performance of a business requires basic familiarity with accounting and financial analysis.
Because marketing professionals may decide to change their careers.
Because those in customer-facing roles will have a background in sociology, psychology, or anthropology.

Taking initiative to improve a process can be good for an individual’s career but detract value for his employer.
When a corporation’s behavior is divorced from the brand image it strives to convey, customer longevity will likely result.
When channel partner relationships reflect opportunism, conflict, or unfairness, the outcome may enhance the entire supply-chain.
Marketers should avoid greenwashing—communicating deceptively about a company’s environmental practices.

The proliferation of messages and message channels is making positioning an easier—as well as less necessary.
Careers are typically a linear climb and it is more important to convey your personal brand to those in your own company than a larger marketplace.
Now that anyone can have a consumer presence and a communication channel using social media, email and websites are obsolete.

Those who apply the principles of positioning to career development can succeed by building a trusted brand name.

To differentiate themselves from competitors.
To show willingness to take on responsibility.
To continue learning about emerging issues and practices.
To respond to the major forces identified with Marketing 3.0.

Contributing to competitive advantage
Attracting a better workforce
Reducing risk of legal fines
Blocking competitors from adopting similar processes

Identity theft
Discrimination
Invasion of privacy
Manipulation of vulnerable consumers