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Marketing and Social Responsibility

Marketing and Social Responsibility
SUSTAINABLE MARKETING
Is socially and environmentally responsible
marketing
meets the present need of consumers and
businesses
preserving or enhancing the ability of
future generation to meet their needs
SOCIAL CRITICISMS OF MARKETING
MARKETING'S IMPACT ON INDIVIDUAL
CONSUMERS
POOR SERVICES TO DISADVANTAGED
CONSUMERS
Complaint
american marketers serve disadvantaged
customers poorly.
Responses
some marketers profitably target these
customer and the FTC has taken action
against marketers that do.
TOO FEW SOCIAL GOODS
Complaint
businesses oversell private goods at the
expense of public goods.
Responses
there needs to be a balance between
private and public goods.
PLANNED OBSOLESCENCE
Complaint
producers cause their products to becomes
obsolete.
Responses
planned obsolescence is really the result of
competitive market.
SHODDY, HARMFUL AND UNSAFE
PRODUCTS
Complaint
product have poor quality, provide little
beneifts and can be harmful.
Responses
good marketers realise there is no value in
marketing shoddy, harmful or unsafe
products.
HIGH PRESSURE SELLING
Complaint
salespeople use highpressure selling that
persuades people to buy goods they had to
intention of buying.
Responses
most selling involves building longterm
relationships with valued customers.
Highpressure or deceptive selling can
damage these relationship.
DECEPTIVE PRACTICES
Complaint
companies use deceptive practice that lead
customer to believe they will get more
value than they actually do.
Responses
support legislation to protect consumer
from deceptive practice.
HIGH PRICES
Complaint
prices are too high due to high cost of
distribution, advertising, promotion and
excessive marksups
Responses
intermediaries are important and offer
value.
advertising informs buyers of availability
and merits of a brand.
consumers don't understand the cost of
doing business.
MARKETING'S IMPACT ON
SOCIETY AS A WHOLE
False want and too much materialism
Too few social goods
Cultural pollution
Too much political power
MARKETING'S IMPACT ON OTHER
BUSINESSES
Acquisitions of competitiors
Marketing practices that create barriers to
entry
Unfair competitive marketing practices
BUSINESS ACTION TOWARD
SUSTAINABLE MARKETING
SUSTAINABLE MARKETING PRINCIPLE
Consumer oriented marketing
company should view marketing activities
from the consumer point of view
deliver superior value to the customer
Consumer value marketing
company should put most of its resources
into customer valuebuilding marketing
investments.
invest in customer value building marketing
create value FOR customers
many things marketers do
Societal marketing
a company should make marketing
decision by considering consumers wants,
the company requirements, consumers
long run interests and society long run
interest.
deficient product
pleasing product
salutary product
desirable product
Sense of mission marketing
a company should defined its mission in
broad social terms rather than narrow
product.
Innovative marketing
a company should seek real product and
marketing improvement
company should building better products
and technologies
MARKETING ETHICS
dimension of social responsibility that
involves principles and standards the define
acceptable conduct in marketing
the sustainable company
sustainable company are those that create
value for customer through socially,
environmentally and ethically responsible
actions.
CONSUMER ACTIONS TO
PROMOTE SUSTAINABLE MARKETING
# [CONSUMER ACTIONS TO PROMOTE SUSTAINABLE MARKETING](https://mm.tt/1621161293)
CONSUMERISM
An organised movement of citizens and
government agencies designed to improve
the right and power of buyers in relation to
seller.
seller's right
the right introduce any product in any size
and style
right to charge ant price for the product
right to spend any amount to promote the
product
buyer's right
right to not buy a product that is offered
for sale
the right to expect the product to be safe
right to expect the product to performs as
claimed
ENVIRONMENTALISM
An organised movement of concerned
citizens, businesses and government
agencies to protect and improve people's
living environment
Environmental sustainability
involves earning profits while helping to
save the planet.
pollution prevention
involves not just cleaning up waste but also
eliminating or minimise waste before it is
created.
product stewardship
involves minimise the pollution from
production and all environmental impact
throughout the full product life cycle.
new clean technologies
involve looking ahead and planning new
technologies for competitive advantage.
sustainability vision
a guide to the future that shows the
company that the company's products,
processes, and policies must evolve and
what is needed to get there.
89 3
author vip Study Smarter
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