marketing ethics and social responsibility chapter 20 sustainable sustainable marketing
TRANSCRIPT
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Marketing Ethics and
Social Responsibility
Chapter 20
Sustainable Marketing
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Social Criticisms of Marketing
Marketing’s Impact on Individual Consumers High Prices
High costs of distribution
High advertising & promotion costs
Excessive markups
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Social Criticisms of Marketing
Marketing’s Impact on Individual Consumers Deceptive Practices
Pricing Promotion Packaging
High-Pressure Selling
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Social Criticisms of Marketing
Marketing’s Impact on Individual Consumers Inferior, Poor, or Unsafe
Products Planned
Obsolescence Poor Service to
Disadvantaged Consumers
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Planned obsolescence
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Social Criticisms of Marketing
Marketing’s Impact on Society as a Whole False Wants and
Too Much Materialism
Too Few Social Goods
Cultural Pollution Too Much Political
Power
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Social Criticisms of Marketing
Marketing’s Impact on Other Businesses Acquisitions of
Competitors Marketing
Practices Creating Barriers
to Entry
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Slotting fees are charged by retailers for manufacturers to place a new product in their stores or to keep existing products on the shelves.These fees can be as high as $30,000 per brandSlotting fees cause a barrier to entry for smaller manufacturers
Social Criticisms of Marketing
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Citizen & Public Actions to Regulate Marketing
Public Actions to Regulate Marketing Major legal issues affect every area of
marketing management, including: Selling and advertising decisions Channel decisions Product decisions Packaging decisions Price decisions Competitive reaction decisions
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Business actions toward sustainable marketingConsumer oriented marketing
Customer value marketing
Innovative marketing
Sense of mission marketing
Societal marketing
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Business Actions Toward Socially
Responsible Marketing
Enlightened Marketing Customer-Oriented Marketing:
Companies view and organize their marketing activities from the consumer’s point of view.
Innovative Marketing: Companies seek real product and
marketing improvements.
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Business Actions Toward Socially
Responsible Marketing
Enlightened Marketing Value Marketing:
Companies put most of their resources into value-building marketing investments.
Sense-of-Mission Marketing: Companies define their mission in
broad social terms.
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Business Actions Toward Socially
Responsible Marketing
Enlightened Marketing Societal Marketing:
Companies make marketing decisions by considering consumers’ wants, the
company’s requirements, consumers’ long-run interests, and society’s long-run interests.
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Societal Classifications of Products
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