社會責(zé)任和營銷理論

MarketingandSociety:SocialResponsibilityandMarketingEthics營銷與社會：社會責(zé)任和營銷倫理0Objectives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1Onlyusedorganicfruitsandhormone-freemilkBoughtfromsociallydisadvantagedandminoritysuppliersDonated7.5%ofpretaxprofitstogoodcausesNatural-ingredientbasedcosmeticsformulatedwithoutanimaltestingDonatedapercentageofprofitstoanimal-rightsgroupsandhomelesssheltersBen&Jerry’s...TheBodyShopCaseStudy案例研究2Growthandprofitsflattenedforbothfirmsinthe1990’s2000:Ben&Jerry’swasacquiredbyUnilever;profitdrivenmanagementisnowinchargeoftheBodyShop.Lessonslearned:WhatyousellisimportantBeproudtobeinbusinessMakeasolidcommitmenttochangeFocusontwobottomlinesForgetthehypeBen&Jerry’s...TheBodyShopCaseStudy案例研究3SocialCriticismsofMarketing

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4SocialCriticismsofMarketing

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5SocialCriticismsofMarketing

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)6SocialCriticismsofMarketing

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7SocialCriticismsofMarketing

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8Citizen&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9EnvironmentalismEnvironmentalSustainabilityPollutionpreventionProductstewardshipNewenvironmentaltechnologySustainabilityvision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10PublicActionstoRegulateMarketingMajorlegalissuesaffecteveryareaofmarketingmanagement,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11Consumer-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12BusinessActionsTowardSociallyResponsibleMarketing

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)13EnlightenedMarketingValueMarketing: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14EnlightenedMarketingSocietalMarketing: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15EnlightenedMarketingSocietalClassificationofProductsDeficientproductsPleasingproductsSalutaryproductsDesirableproducts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16MarketingEthicsCorporateMarketingEthicsPoliciesGuidingPrincipleinPolicyDeterminationFreemarke