Marketing and Social Responsibility
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Marketing and Social Responsibility
Is socially and environmentally responsiblemarketing
meets the present need of consumers andbusinesses
preserving or enhancing the ability offuture generation to meet their needs
SOCIAL CRITICISMS OF MARKETING
MARKETING'S IMPACT ON INDIVIDUALCONSUMERS
POOR SERVICES TO DISADVANTAGEDCONSUMERS
american marketers serve disadvantagedcustomers poorly.
some marketers profitably target thesecustomer and the FTC has taken actionagainst marketers that do.
TOO FEW SOCIAL GOODS
businesses oversell private goods at theexpense of public goods.
there needs to be a balance betweenprivate and public goods.
producers cause their products to becomesobsolete.
planned obsolescence is really the result ofcompetitive market.
SHODDY, HARMFUL AND UNSAFEPRODUCTS
product have poor quality, provide littlebeneifts and can be harmful.
good marketers realise there is no value inmarketing shoddy, harmful or unsafeproducts.
HIGH PRESSURE SELLING
salespeople use highpressure selling thatpersuades people to buy goods they had tointention of buying.
most selling involves building longtermrelationships with valued customers.Highpressure or deceptive selling candamage these relationship.
companies use deceptive practice that leadcustomer to believe they will get morevalue than they actually do.
support legislation to protect consumerfrom deceptive practice.
prices are too high due to high cost ofdistribution, advertising, promotion andexcessive marksups
intermediaries are important and offervalue.
advertising informs buyers of availabilityand merits of a brand.
consumers don't understand the cost ofdoing business.
MARKETING'S IMPACT ONSOCIETY AS A WHOLE
False want and too much materialism
Too few social goods
Too much political power
MARKETING'S IMPACT ON OTHERBUSINESSES
Acquisitions of competitiors
Marketing practices that create barriers toentry
Unfair competitive marketing practices
CONSUMER ACTIONS TOPROMOTE SUSTAINABLE MARKETING
# [CONSUMER ACTIONS TO PROMOTE SUSTAINABLE MARKETING](https://mm.tt/1621161293)
An organised movement of citizens andgovernment agencies designed to improvethe right and power of buyers in relation toseller.
the right introduce any product in any sizeand style
right to charge ant price for the product
right to spend any amount to promote theproduct
right to not buy a product that is offeredfor sale
the right to expect the product to be safe
right to expect the product to performs asclaimed
An organised movement of concernedcitizens, businesses and governmentagencies to protect and improve people'sliving environment
involves earning profits while helping tosave the planet.
involves not just cleaning up waste but alsoeliminating or minimise waste before it iscreated.
involves minimise the pollution fromproduction and all environmental impactthroughout the full product life cycle.
new clean technologies
involve looking ahead and planning newtechnologies for competitive advantage.
a guide to the future that shows thecompany that the company's products,processes, and policies must evolve andwhat is needed to get there.
BUSINESS ACTION TOWARDSUSTAINABLE MARKETING
SUSTAINABLE MARKETING PRINCIPLE
Consumer oriented marketing
company should view marketing activitiesfrom the consumer point of view
deliver superior value to the customer
Consumer value marketing
company should put most of its resourcesinto customer valuebuilding marketinginvestments.
invest in customer value building marketing
create value FOR customers
many things marketers do
a company should make marketingdecision by considering consumers wants,the company requirements, consumerslong run interests and society long runinterest.
Sense of mission marketing
a company should defined its mission inbroad social terms rather than narrowproduct.
a company should seek real product andmarketing improvement
company should building better productsand technologies
dimension of social responsibility thatinvolves principles and standards the defineacceptable conduct in marketing
the sustainable company
sustainable company are those that createvalue for customer through socially,environmentally and ethically responsibleactions.