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Principles of MarketingChapter 4
A Broader Perspective on Marketing
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Marketing & Society
Marketing & Culture
Marketing & the Law
Marketing & Social Responsibility
Global Marketing
Analyze how marketing relates to our society and its laws, ethics, and social responsibility
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing is intertwined with society
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
1. Understand relationship between marketing and society
2. How laws and regulations affects the strategy
3. Recognize ethical responsibilities
4. What are challenges and opportunities from global markets
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Interconnected marketing actions
Competitive markets
Consumer Satisfaction vs Government safety
Marketing is intertwined with society
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Interconnected marketing actions
Competitive markets
Consumer Satisfaction vs Government safety
Marketing is intertwined with society
Cultivated
Harvested
Quoted
Sold
Transported
Processed
Packed
Distributed
Advertised
Think
The morning coffee
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Marketing is intertwined with society
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
More choices
Decision power
Business have options and rules
Taxes for the economy
Public opinion
Principles of Marketing Chapter 4A Broader Perspective on Marketing
The Three stooges of marketing
and society
Marketing is intertwined with society
Culture
Consumerism
Enviromentalism
(yes, they drive crazy the marketeers)
Culture is any system of shared values, belief and preferences of a particular society.
Page 34
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
National level
The USA
Regional level
Border states
Local level
Florida
Subculture
Little Havana
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Consumerism is the organized effort consciously or not of consumer groups to improve the rights and power of buyers in relation to sellers.
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Consumerism is the organized effort consciously or not of consumer groups to improve the rights and power of buyers in relation to sellers.
Activism
Inflation
Rights
Boycotts
Protection
The concept of professional regulation serving the public interest is summarized in the "Consumer Bill of Rights," first articulated by President Kennedy in 1960:
The right to safety: to be protected against the marketing of products and services that are hazardous to health or to life.
The right to be informed: to be protected against fraudulent, deceitful, or grossly misleading information, advertising, labeling, or other practices, and to be given the facts needed to make informed choices.
The right to choose: to have available a variety of products and services at competitive prices.
The right to be heard: to be assured that consumer interests will receive full and sympathetic consideration in making government policy, both through the laws passed by legislatures and through regulations passed by administrative bodies.
The right to education: to have access to programs and information that help consumers make better marketplace decisions.
The right to redress: to work with established mechanisms to have problems corrected and to receive compensation for poor service or for products which do not function properly.
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Consumerism is the organized effort consciously or not of consumer groups to improve the rights and power of buyers in relation to sellers.
Activism
Inflation
Rights
Boycotts
Protection
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Activism
Inflation
Rights
Boycotts
Protection
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Activism
Inflation
Rights
Boycotts
Protection
http://www.time.com/time/magazine/article/0,9171,34817,00.html
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Environmentalism is a broad philosophy and social movement regarding concerns for environmental conservation and improvement of the state of the environment.
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
More people is buying “earth friendly items”, recycled, non-polluting
Chemicals
Energy
Impact
Recycling
Animal rights
Unconcerned17%
LOHAS20%
Naturalities19%
Dirfters25%
Conventional19%
Health concious purchase environmentally friendly and are active in the cause. This is not just a trend.
Lifestyles of Health and Sustainability (LOHAS)
They just don´t careThey are practical. Will recylcle and TRY to be greener, and conserve energy, but it´s not the main thing
They are price sensitive and trendy. They have a lot of excuses for not buying environmentally friendly products.
Focus on organic and natural food
GREEN is the biggest thing that could happen to marketing
Mo
re m
on
ey
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Laws are the set of rules of conduct prescribed by an authority, or the binding customs or practices of a community. The purpose of the law is the common good.
Laws in marketing
To protect Consumers
To protect Business
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing False Advertising
Deceptive pricing practices
Tobacco advertising
Children´s advertising
Product safety
Nutritional Labeling
Consumer privacy
Fairness in lending practices
The Government
offices to protect
consumers
P.37
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Federal Laws & Regulations
Sherman Antitrust Distribution and pricing
Food & Drug Product safety
Federal Trade Commision Unfair practices
Robinson-Patman Price discrimination
Cigarette Labeling Act warnings
Consumer Credit Protection Terms and conditions
Do not call registry Telemarketing
Fair Credit Reporting Sharing information
Child protection Promotion
Children Television Act Children’s advertising
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Federal Laws & Regulations
30$ million settlement
Pag 45
Application Exercises
paper: #2
Use concepts from chapter 1, 2, 3, 4
Use keywords
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Social Responsibility is the concern for how a person, a group or a company’s actions affect the public interests.
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
EthicalValues
FosterTrust
Do no harm
Norms
Do the work for which you are trained. If a mechanic that is no mechanic repairs a car, can cause more damage
Products and services cannot be
communicated in an intentional misleading
way.
Honesty, responsibility, fairness, respect,
openness and citizenship
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Global Marketing all marketing activities, functions and concepts conducted in an international level by individual and businesses
GLOBALIZATION
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Growing markets
Competitive
Scale economics
Labor cost
Offset cycles
Enhance brand perception
Overcome barriers
Access to foreign investment
Marketing functions NEVER change. They are the same in a small market or in a big one.
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Steps to Globalization
Real need
Potential markets
Entry method
Local economy, in home growth, opportunities abroad. Some companies are 100% local.
Select markets, know differences, and select the right one.
How do you want to enter this market, exporting? Openning a factory? With a partnership?
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Market DifferencesA Market is a place. Physical or virtual were buyers and sellers meet to exchange goods and services.
Potential, customers, competition, local culture, economy, politics, government, finances, labor, taxes, legal matters, crime and corruption, infrastructure, foreign trade, brand
awareness costs.
Coca-Cola sells products in 200 markets including communist countries.
Principles of Marketing Chapter 4A Broader Perspective on Marketing
Society: community, nation or group that shares common traditions, institutions, activities and interests
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Marketing & SocietyMarketing & CultureMarketing & the LawMarketing & Social ResponsibilityGlobal Marketing
Market Entry Strategies
High Risk
High Cost
High Profit
Low Risk
Low Cost
Low Profit
Export
Direct Indirect
Joint Venture
License contract, joint-
ownership
Direct investment
Marketing changes the society
Marketing must follow society’s laws
Marketing should plan in a social responsible manner
Marketing is the same in a local environment or globally
Pag 44
Global Marketing Key Terms
DEFINE
Use concepts from chapter 1, 2, 3, 4
Use keywords
Use google
Don’t copy and paste….
Questions?