現(xiàn)代營銷學(xué)課件：Chapter 17 MARKEING AND SOCIETY

1、Chapter 17MARKEING AND SOCIETY: SOCIAL RESPONSIBILITY AND MARKETING ETHICSSocial Criticisms of Marketing(1) Marketings Impact on Individual Consumers High Prices( High costs of distribution、High advertising and promotion costs、 Excessive markups） - Deceptive practices - High-pressure selling - Shodd

2、y or unsafe products - Planned obsolescence - Poor service to disadvantaged consumers Marketings Impact on Society as a Whole - False wants and too much materialism - Too few social goods - Cultural pollution - Too much political power Marketings Impact on Other BusinessesSocial Criticisms of Market

3、ing(2)Citizen and Public Actions to Regulate MarketingConsumerism: An organized movement of citizens and government agencies t improve the rights and power of buyers in relation to sellers.Environmentalism: An organized movement of concerned citizens and government agencies to protect and improve pe

4、oples living environment.Public Actions to Regulate MarketingBusiness Action toward Socially Responsible Marketing(1)Selling decisionsBribing?Stealing trade secrets?Disparaging customers?Misrepresenting?Disclosure of customer rights?Unfair discrimination?Advertising decisionsFalse advertising?Decept

5、ive advertising?Bait-and-switch advertising?Promotional allowances and services?Channel decisionsExclusive dealing?Exclusive territorial distributorships?Tying agreements?Dealers rights?Competitive relations decisionsAnticompetitive acquisition?Barriers to entry?Predatory competition?Product decisio

6、nsProduct additions and deletions?Patent protection?Product quality and safety?Product warranty?Packaging decisionsFair packaging and labeling?Excessive cost?Scarce resources?Pollution?Price decisionsPrice fixing?Predatory pricing?Price discnmination?Minimum pricing?Price increases?Deceptive pricing

7、?Figure 17-1 Major marketing decision areas that may be called into question under the lawEnlightened Marketing: A marketing philosophy holding that a companys marketing should support the best long-run performance of the marketing system. Consumer-oriented marketing: A principle of enlightened mark

8、eting that holds that a company should view and organize its marketing activities from the consumers point of view. Innovative marketing: A principle of enlightened marketing requiring that a company seek real product and marketing improvement. Value marketing: A principle of enlightened marketing t

9、hat holds that a company should put most of its resources into value building marketing investments.Business Action toward Socially Responsible Marketing(2) Sense-of-mission marketing: A principle of enlightened marketing that holds that a company should define its mission in broad social terms rath

10、er than narrow products. Societal marketing: The design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group. Marketing EthicsBusiness Action toward Socially Responsible Marketing(3)Salutary products: Products that g

11、ive both high immediate satisfaction and high long-run benefits.Desirable products: Products that give both high immediate satisfaction and high long-run benefits.Deficient products: Products that have neither immediate appeal nor long-run benefits.Pleasing products: Products that give high immediate satisfaction, but may hurt consumers in the long run.Business Action toward Socially Responsible Marketing(4)L