社會責(zé)任和營銷理論課件

MarketingandSociety:SocialResponsibilityandMarketingEthics營銷與社會：社會責(zé)任和營銷倫理0MarketingandSociety:SocialObjectives目標(biāo)Knowthemajorsocialcriticismsofmarketing.Beabletodefineconsumerismandenvironmentalismandknowhowtheyaffectmarketingstrategies.Learntheprinciplesofsociallyresponsiblemarketing.Learntheroleofethicsinmarketing.明確關(guān)于市場營銷主要的社會評判定義消費(fèi)者保護(hù)主義和環(huán)境保護(hù)主義，并解釋它們對營銷策略的影響描述社會營銷原理解釋市場營銷中道德規(guī)范的作用1Objectives目標(biāo)KnowthemajorsoOnlyusedorganicfruitsandhormone-freemilkBoughtfromsociallydisadvantagedandminoritysuppliersDonated7.5%ofpretaxprofitstogoodcausesNatural-ingredientbasedcosmeticsformulatedwithoutanimaltestingDonatedapercentageofprofitstoanimal-rightsgroupsandhomelesssheltersBen&Jerry’s...TheBodyShopCaseStudy案例研究2OnlyusedorganicfruitsandhGrowthandprofitsflattenedforbothfirmsinthe1990’s2000:Ben&Jerry’swasacquiredbyUnilever;profitdrivenmanagementisnowinchargeoftheBodyShop.Lessonslearned:WhatyousellisimportantBeproudtobeinbusinessMakeasolidcommitmenttochangeFocusontwobottomlinesForgetthehypeBen&Jerry’s...TheBodyShopCaseStudy案例研究3GrowthandprofitsflattenedfSocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonIndividualConsumersHighPricesHighcostsofdistributionHighadvertisingandpromotioncostsExcessivemarkups營銷對個體消費(fèi)者的影響定價過高高成本的分銷高成本的廣告和促銷過多毛利4SocialCriticismsofMarketingSocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonIndividualConsumersDeceptivePracticesPricingPromotionPackagingHigh-PressureSelling營銷對個體消費(fèi)者的影響欺詐作為定價促銷包括強(qiáng)制買賣5SocialCriticismsofMarketingSocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonIndividualConsumersShoddyorUnsafeProductsPlannedObsolescencePoorServicetoDisadvantagedConsumers營銷對個體消費(fèi)者的影響假冒偽劣或不安全產(chǎn)品提前淘汰對窮人的惡劣服務(wù)6SocialCriticismsofMarketingSocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonSocietyasaWholeFalseWantsandTooMuchMaterialismTooFewSocialGoodsCulturalPollutionTooMuchPoliticalPower市場營銷對整個社會的沖擊不實(shí)的欲望和物質(zhì)主義社會公共財物太少文化污染政治權(quán)勢過大7SocialCriticismsofMarketingSocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonOtherBusinessesAcquisitionsofCompetitorsMarketingPracticesCreatingBarrierstoEntry營銷對其它商家的沖擊降低競爭度營銷慣例創(chuàng)造進(jìn)入障礙8SocialCriticismsofMarketingCitizen&PublicActionstoRegulateMarketing

公民和公從眾規(guī)范營銷行為的活動ConsumerismTraditionalSeller’sRightsTraditionalBuyer’sRightsAdditionalRightsProposedbyConsumerAdvocatesEachproposedrighthasledtomore

specificproposalsbyconsumerists消費(fèi)者保護(hù)主義傳統(tǒng)的銷售商權(quán)利傳統(tǒng)的消費(fèi)者權(quán)利消費(fèi)者呼吁增加的權(quán)利每一個提議的權(quán)利都會帶來消費(fèi)者保護(hù)主義者更多的建議9Citizen&PublicActionstoReEnvironmentalismEnvironmentalSustainabilityPollutionpreventionProductstewardshipNewenvironmentaltechnologySustainabilityvision環(huán)境保護(hù)主義環(huán)境可持續(xù)發(fā)展污染預(yù)防產(chǎn)品功用新的環(huán)保技術(shù)可持續(xù)發(fā)展理念Citizen&PublicActionstoRegulateMarketing

公民和公從眾規(guī)范營銷行為的活動10Environmentalism環(huán)境保護(hù)主義CitizenPublicActionstoRegulateMarketingMajorlegalissuesaffecteveryareaofmarketingmanagement,including:SellingandadvertisingdecisionsChanneldecisionsProductdecisionsPackagingdecisionsPricedecisionsCompetitivereactiondecisions規(guī)范市場營銷的公眾行為營銷管理的各方法都受法規(guī)的影響，包括：銷售和廣告決策分銷渠道決策產(chǎn)品決策包括決策價格決策競爭關(guān)系決策Citizen&PublicActionstoRegulateMarketing

公民和公從眾規(guī)范營銷行為的活動11PublicActionstoRegulateMarConsumer-OrientedMarketingInnovativeMarketingValueMarketingSocietalMarketingSense-of-MissionMarketing顧客導(dǎo)向的市場營銷創(chuàng)新性市場營銷價值營銷社會營銷使命感導(dǎo)向的市場營銷EnlightenedMarketing

啟迪營銷12Consumer-OrientedMarketing顧客導(dǎo)BusinessActionsTowardSociallyResponsibleMarketing

走向?qū)ι鐣?fù)責(zé)的市場營銷EnlightenedMarketingCustomer-OrientedMarketing:Companiesviewandorganizetheirmarketingactivitiesfromtheconsumer’spointofview.InnovativeMarketing:Companiesseekrealproductandmarketing

improvements.啟迪營銷顧客導(dǎo)向的市場營銷：公司從顧客的觀點(diǎn)來看待并組織它的市場營銷活動創(chuàng)新營銷：公司不斷尋求真正的產(chǎn)品和營銷改進(jìn)13BusinessActionsTowardSocialEnlightenedMarketingValueMarketing:Companiesputmostoftheirresourcesinto

value-buildingmarketinginvestments.Sense-of-MissionMarketing:Companiesdefinetheirmissioninbroadsocialtermsratherthaninnarrowproductterms.啟迪營銷價值營銷：公司將大部分資源放在創(chuàng)立價值的營銷投資上。使命感導(dǎo)向的市場營銷：公司以廣泛的社會觀點(diǎn)而非狹窄的產(chǎn)品觀點(diǎn)來闡述其使命。BusinessActionsTowardSociallyResponsibleMarketing

走向?qū)ι鐣?fù)責(zé)的市場營銷14EnlightenedMarketing啟迪營銷BusinEnlightenedMarketingSocietalMarketing:Companiesmakemarketingdecisions

byconsideringconsumers’wants,the

company’srequirements,consumers’

long-runinterests,andsociety’s

long-runinterests.啟迪營銷社會營銷開明的公司在作營銷決策時，不僅要考慮消費(fèi)者的需求和公司需要，還要考慮消費(fèi)者和社會的長期利益。BusinessActionsTowardSociallyResponsibleMarketing

走向?qū)ι鐣?fù)責(zé)的市場營銷15EnlightenedMarketing啟迪營銷BusinEnlightenedMarketingSocietalClassificationofProductsDeficientproductsPleasingproductsSalutaryproductsDesirableproducts啟迪營銷產(chǎn)品的社會分類缺陷產(chǎn)品滿意產(chǎn)品有益產(chǎn)品討好產(chǎn)品BusinessActionsTowardSociallyResponsibleMarketing

走向?qū)ι鐣?fù)責(zé)的市場營銷16EnlightenedMarketing啟迪營銷BusinMarketingEthicsCorporateMarketingEthicsPoliciesGuidingPrincipleinPolicyDeterminationFreemarketandlegalsystemIndividualcompaniesandmanagersInternationalEthicalPoliciesareaSpecialChallenge市場營銷的道德觀公司營銷道德準(zhǔn)則確定準(zhǔn)則的指導(dǎo)原則自由市場與法制制度各個公司和管理者道德問題對國際市場營銷人員提出了特殊挑戰(zhàn)BusinessActionsTowardSociallyResponsibleMarketing

走向?qū)ι鐣?fù)責(zé)的市場營銷17MarketingEthics市場營銷的道德觀Busine謝謝12月-2209:15:0109:1509:1512月-2212月-2209:1509:1509:15:0112月-2212月-2209:15:012022/12/299:15:01謝謝12月-2201:54:5101:5401:5412踏實(shí)，奮斗，堅持，專業(yè)，努力成就未來。12月-2212月-22Thursday,December29,2022弄虛作假要不得，踏實(shí)肯干第一名。09:15:0109:15:0109:1512/29/20229:15:01AM安全象只弓，不拉它就松，要想保安全，常把弓弦繃。12月-2209:15:0109:15Dec-2229-Dec-22重于泰山，輕于鴻毛。09:15:0109:15:0109:15Thursday,December29,2022不可麻痹大意，要防微杜漸。12月-2212月-2209:15:0109:15:01December29,2022加強(qiáng)自身建設(shè)，增強(qiáng)個人的休養(yǎng)。2022年12月29日9:15上午12月-2212月-22追求卓越，讓自己更好，向上而生。29十二月20229:15:01上午09:15:0112月-22嚴(yán)格把控質(zhì)量關(guān)，讓生產(chǎn)更加有保障。十二月229:15上午12月-2209:15December29,2022重規(guī)矩，嚴(yán)要求，少危險。2022/12/299:15:0109:15:0129December2022好的事情馬上就會到來，一切都是最好的安排。9:15:01上午9:15上午09:15:0112月-22每天都是美好的一天，新的一天開啟。12月-2212月-2209:1509:15:0109:15:01Dec-22務(wù)實(shí)，奮斗，成就，成功。2022/12/299:15:01Thursday,December29,2022抓住每一次機(jī)會不能輕易流失，這樣我們才能真正強(qiáng)大。12月-222022/12/299:15:0112月-22謝謝大家！踏實(shí)，奮斗，堅持，專業(yè)，努力成就未來。12月-2212月-2MarketingandSociety:SocialResponsibilityandMarketingEthics營銷與社會：社會責(zé)任和營銷倫理20MarketingandSociety:SocialObjectives目標(biāo)Knowthemajorsocialcriticismsofmarketing.Beabletodefineconsumerismandenvironmentalismandknowhowtheyaffectmarketingstrategies.Learntheprinciplesofsociallyresponsiblemarketing.Learntheroleofethicsinmarketing.明確關(guān)于市場營銷主要的社會評判定義消費(fèi)者保護(hù)主義和環(huán)境保護(hù)主義，并解釋它們對營銷策略的影響描述社會營銷原理解釋市場營銷中道德規(guī)范的作用21Objectives目標(biāo)KnowthemajorsoOnlyusedorganicfruitsandhormone-freemilkBoughtfromsociallydisadvantagedandminoritysuppliersDonated7.5%ofpretaxprofitstogoodcausesNatural-ingredientbasedcosmeticsformulatedwithoutanimaltestingDonatedapercentageofprofitstoanimal-rightsgroupsandhomelesssheltersBen&Jerry’s...TheBodyShopCaseStudy案例研究22OnlyusedorganicfruitsandhGrowthandprofitsflattenedforbothfirmsinthe1990’s2000:Ben&Jerry’swasacquiredbyUnilever;profitdrivenmanagementisnowinchargeoftheBodyShop.Lessonslearned:WhatyousellisimportantBeproudtobeinbusinessMakeasolidcommitmenttochangeFocusontwobottomlinesForgetthehypeBen&Jerry’s...TheBodyShopCaseStudy案例研究23GrowthandprofitsflattenedfSocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonIndividualConsumersHighPricesHighcostsofdistributionHighadvertisingandpromotioncostsExcessivemarkups營銷對個體消費(fèi)者的影響定價過高高成本的分銷高成本的廣告和促銷過多毛利24SocialCriticismsofMarketingSocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonIndividualConsumersDeceptivePracticesPricingPromotionPackagingHigh-PressureSelling營銷對個體消費(fèi)者的影響欺詐作為定價促銷包括強(qiáng)制買賣25SocialCriticismsofMarketingSocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonIndividualConsumersShoddyorUnsafeProductsPlannedObsolescencePoorServicetoDisadvantagedConsumers營銷對個體消費(fèi)者的影響假冒偽劣或不安全產(chǎn)品提前淘汰對窮人的惡劣服務(wù)26SocialCriticismsofMarketingSocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonSocietyasaWholeFalseWantsandTooMuchMaterialismTooFewSocialGoodsCulturalPollutionTooMuchPoliticalPower市場營銷對整個社會的沖擊不實(shí)的欲望和物質(zhì)主義社會公共財物太少文化污染政治權(quán)勢過大27SocialCriticismsofMarketingSocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonOtherBusinessesAcquisitionsofCompetitorsMarketingPracticesCreatingBarrierstoEntry營銷對其它商家的沖擊降低競爭度營銷慣例創(chuàng)造進(jìn)入障礙28SocialCriticismsofMarketingCitizen&PublicActionstoRegulateMarketing

公民和公從眾規(guī)范營銷行為的活動ConsumerismTraditionalSeller’sRightsTraditionalBuyer’sRightsAdditionalRightsProposedbyConsumerAdvocatesEachproposedrighthasledtomore

specificproposalsbyconsumerists消費(fèi)者保護(hù)主義傳統(tǒng)的銷售商權(quán)利傳統(tǒng)的消費(fèi)者權(quán)利消費(fèi)者呼吁增加的權(quán)利每一個提議的權(quán)利都會帶來消費(fèi)者保護(hù)主義者更多的建議29Citizen&PublicActionstoReEnvironmentalismEnvironmentalSustainabilityPollutionpreventionProductstewardshipNewenvironmentaltechnologySustainabilityvision環(huán)境保護(hù)主義環(huán)境可持續(xù)發(fā)展污染預(yù)防產(chǎn)品功用新的環(huán)保技術(shù)可持續(xù)發(fā)展理念Citizen&PublicActionstoRegulateMarketing

公民和公從眾規(guī)范營銷行為的活動30Environmentalism環(huán)境保護(hù)主義CitizenPublicActionstoRegulateMarketingMajorlegalissuesaffecteveryareaofmarketingmanagement,including:SellingandadvertisingdecisionsChanneldecisionsProductdecisionsPackagingdecisionsPricedecisionsCompetitivereactiondecisions規(guī)范市場營銷的公眾行為營銷管理的各方法都受法規(guī)的影響，包括：銷售和廣告決策分銷渠道決策產(chǎn)品決策包括決策價格決策競爭關(guān)系決策Citizen&PublicActionstoRegulateMarketing

公民和公從眾規(guī)范營銷行為的活動31PublicActionstoRegulateMarConsumer-OrientedMarketingInnovativeMarketingValueMarketingSocietalMarketingSense-of-MissionMarketing顧客導(dǎo)向的市場營銷創(chuàng)新性市場營銷價值營銷社會營銷使命感導(dǎo)向的市場營銷EnlightenedMarketing

啟迪營銷32Consumer-OrientedMarketing顧客導(dǎo)BusinessActionsTowardSociallyResponsibleMarketing

走向?qū)ι鐣?fù)責(zé)的市場營銷EnlightenedMarketingCustomer-OrientedMarketing:Companiesviewandorganizetheirmarketingactivitiesfromtheconsumer’spointofview.InnovativeMarketing:Companiesseekrealproductandmarketing

improvements.啟迪營銷顧客導(dǎo)向的市場營銷：公司從顧客的觀點(diǎn)來看待并組織它的市場營銷活動創(chuàng)新營銷：公司不斷尋求真正的產(chǎn)品和營銷改進(jìn)33BusinessActionsTowardSocialEnlightenedMarketingValueMarketing:Companiesputmostoftheirresourcesinto

value-buildingmarketinginvestments.Sense-of-MissionMarketing:Companiesdefinetheirmissioninbroadsocialtermsratherthaninnarrowproductterms.啟迪營銷價值營銷：公司將大部分資源放在創(chuàng)立價值的營銷投資上。使命感導(dǎo)向的市場營銷：公司以廣泛的社會觀點(diǎn)而非狹窄的產(chǎn)品觀點(diǎn)來闡述其使命。BusinessActionsTowardSociallyResponsibleMarketing

走向?qū)ι鐣?fù)責(zé)的市場營銷34EnlightenedMarketing啟迪營銷BusinEnlightenedMarketingSocietalMarketing:Companiesmakemarketingdecisions

byconsideringconsumers’wants,the

company’srequirements,consumers’

long-runinterests,andsociety’s

long-runinterests.啟迪營銷社會營銷開明的公司在作營銷決策時，不僅要考慮消費(fèi)者的需求和公司需要，還要考慮消費(fèi)者和社會的長期利益。BusinessActionsTowardSociallyResponsibleMarketing

走向?qū)ι鐣?fù)責(zé)的市場營銷35EnlightenedMarketing啟迪營銷BusinEnlightenedMarketingSocietalClassificationofProductsDeficientproductsPleasingproductsSalutaryproductsDesirableproducts啟迪營銷產(chǎn)品的社會分類缺陷產(chǎn)品滿意產(chǎn)品有益產(chǎn)品討好產(chǎn)品BusinessActionsTowardSociallyResponsibleMarketing

走向?qū)ι鐣?fù)責(zé)的市場營銷36EnlightenedMarketing啟迪營銷BusinMarketingEthicsCorporateMarketingEthics