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AU - MKTG 4050 - Discussion Questions for Exam 1 - Study Guide

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AU - MKTG 4050 - Discussion Questions for Exam 1 - Study Guide

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background image Misplaced Marketing Test 1 discussion questions Topic 1- history of consumers in the Market Place
1- First Wave of consumer activism- Late 19
th /early 20 th  century- this  wave was all about “protecting competition.” Caveat Emptor (the 
buyer can figure things out for himself) was prevalent. This is the time 
where anti-trust laws started to emerge in order to break up 
corporations from getting together and agreeing on what price to set. 
This was not about protecting the consumer but about protecting 
competition. At this time perfect competition was prevalent in the 
market place- no one buyer and no one seller controlled the market. 
But you need a level of consumer education for this to work. Food and 
drug administration was created after Upton Sinclair’s the jungle- this 
was not really to protect consumers but to protect the competitive 
market and drive up sales in the meat packing industry.  
2
nd  Wave- 1930’s – some fatalities resulted because of a preservative  in canned peas. Changes to the FDA and FTA were made because the 
Gov. realized that they needed to “protect consumers from harm” 
3 rd   Wave-  Ralph Nadar- Unsafe at any speed. Trade regulations to put  consumers on equal footing. But deregulations also occurred at this 
time because businesses were becoming the constituents of 
regulations. They were now in the favor of business and not protecting 
competition. Senator Ted Kennedy is credited with starting these 
efforts 40 years ago- worked to prevent “captured agencies” 
2- The idea behind protecting competition is to ensuring that no one 
buyer or seller has control over the market place. There are no barriers
to entry and people will be able to understand what the product is and 
have equal access to information. When competition is being protected
the main focus is not the consumer but rather ensuring that the market
place is working properly. This protection of competition in turn 
protects consumer because if the market place is working people will 
be able to take care of themselves and will have equal access to info 
about products. 
3- Egregious false advertising from one company can harm the 
credibility of all companies. Marketing people want their 
advertisements to be believable in order to drive up sales. To do this 
they need to increase the credibility of the entire marketplace. Also 
deceptive advertisements can lead to unfair market place shares (aka 
monopolies) 
4- The FDA and FTC came about in order to protect competition in the 
marketplace. The FTC was created to stop deceptive practices that 
could lead to monopolies. The FDA was put in place after the meat 
packing industry’s miss hap. The meat packing industry needed a way 
background image to increase sales and a regulation was the only way to increase 
demand again. This once again is about protecting competition in the 
marketplace rather than protecting the consumer.
5- Kallet and Schlink wrote 1 00,000,000 Guinea Pigs –showed  discontent of highly involved consumers who had no way to acquire 
info about new products other than the advertisements they were 
subjected to. - Chase and Schlink wrote 
Your Money’s worth- it called  for scientific testing and product standards to provide consumers with 
the technical info they needed to make purchase decisions. Upton 
Sinclair wrote 
The Jungle about the working conditions in the  meatpacking industry.  6- These industries are not really “competitive” in the 1900 sense 
because there is one or two sellers controlling the market place. The 
market place in 1900 leaned more toward perfect competition in that 
there were no barriers to entry, no one seller controlled the market 
place, and there are substitutes for products. Now names like Coke and
Kellogg have gotten so big that it is almost impossible for other 
companies to enter the market and compete in these industries. 
Topic 2-  1- The basic focus of the modern marketing perspective is a  concept that combines all facets of product design, price 
decisions, where product is available for sale, personal selling, 
and mass communication with an orientation to “satisfy 
consumer needs and wants.” Misplaced marketing is when 
people who should or could be making marketing-based 
decisions are misplacing their focus, ignoring, misusing, or 
abusing some basic perspective that should be followed. 
2- The environment is one of the three nested systems that are  crucial to sustainability. Consumers need to understand that in 
order to be sustainable we must develop in a way that meets the
needs of present generations without compromising the ability of
future generations to meet their own needs. Consumers also 
need to understand that the use of nonrenewable resources must
decline at a rate that is faster than depletion before the 
resources are exhausted. Also according to Heinberg’s 5
th  axiom-  sustainability requires that substances introduced into the 
environment from human activities must be minimized and 
rendered harmless to the biosphere functions. 
3- Rachel Carson is the author of  Silent Spring who sparked a great  amount of controversy over the use of pesticides. Some accused 
Carson of causing the death of millions because funding for the 
malaria fighting insecticide DDT went down dramatically after 
the book was released. She received a great amount of criticism 

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School: Auburn University
Department: Marketing
Course: Misplaced Marketing
Professor: Herbert Rotfeld
Term: Fall 2016
Tags: Marketing
Name: Discussion Questions for Exam 1
Description: Discussion questions from slides packet
Uploaded: 09/06/2016
5 Pages 87 Views 69 Unlocks
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