市场营销学英文版版教学课件第16章.pptx

1、Marketing:An Introduction Thirteenth Edition Chapter 16 Sustainable Marketing:Social Responsibility and EthicsLearning Objectives(1 of 4)16-1.Define sustainable marketing and discuss its importance.16-2.Identify the major social criticisms of marketing.16-3.Define consumerism and environmentalism an

2、d explain how they affect marketing strategies.Learning Objectives(2 of 4)16-4.Describe the principles of sustainable marketing.16-5.Explain the role of ethics in marketing.First Stop:Patagonia“Conscious Consumption”Telling Consumers to Buy LessA for-profit company telling consumers to buy less soun

3、ds crazy.Learning Objective 16-1Define sustainable marketing and discuss its importance.Figure 16.1-Sustainable MarketingSustainable MarketingThe McDonalds“Plan to Win”strategy has created sustainable value for both customers and the company.Learning Objective 16-1 Summary Sustainable marketing meet

4、ing present needs while preserving the ability of future generations to meet their needs.Sustainable marketing calls for socially and environmentally responsible actions.Sustainable marketing requires consumers,companies,public policy makers,and others to work together.Learning Objective 16-2Identif

5、y the major social criticisms of marketing.Social Criticisms of Marketing Impact on Individual Consumers Impact on Society as a Whole Impact on Other BusinessesMarketings Impact on Individual Consumers(1 of 2)High prices Deceptive practices High-pressure selling Shoddy,harmful,or unsafe products Pla

6、nned and perceived obsolescence Poor service to disadvantaged consumersMarketings Impact on Individual Consumers(2 of 2)Lawsuits against 5-Hour Energy drink marketers allege that the brands advertising is deceptive and misleading.Marketings Impact on Society as a Whole(1 of 2)False Wants and Too Muc

7、h Materialism Too Few Social Goods Cultural PollutionMarketings Impact on Society as a Whole(2 of 2)The Center for a New American Dream urges people to reject“buy more”messages.Marketings Impact on Other Businesses Acquisitions of competitors Marketing practices that create barriers to entry Unfair

8、competitive marketing practicesLearning Objective 16-2 Summary Major social criticisms of marketing Impact on individual consumer welfare Impact on society Impact on other businessesLearning Objective 16-3Define consumerism and environmentalism and explain how they affect marketing strategies.Tradit

9、ional RightsSellers rightsBuyers rights To introduce any product in any size and style with proper warnings and controls,if necessary To buy a product that is offered for sale To charge any price for the product without any discrimination To expect the product to be safe To spend any amount to promo

10、te the product if competing fairly To expect the product to perform as claimed To use any product message that is not misleading or dishonestblank To use buying incentive programs that are not unfair or misleadingblankProposed Consumer Rights To be well informed To be protected against questionable

11、products and marketing practices To influence products and marketing practices to improve“quality of life”To consume in a way to preserve the world for future generations of consumersEnvironmentalism Protects and improves peoples current and future living environment Concerned with Damage to the eco

12、system Loss of recreational areas Increase in health problems Environmental sustainability:Generating profits while helping protect the environmentFigure 16.2-Environmental Sustainability and Sustainable ValueSource:Stuart L.Hart,“Innovation,Creative Destruction,and Sustainability,”Research Technolo

13、gy Management,SeptemberOctober 2005,pp.2127.Major Marketing Decision Areas That May Be Called into Question under the Law(1 of 3)Decision areasLegal issuesSelling decisions Bribing Stealing trade secrets Disparaging customers Misrepresenting Disclosure of customer rights Unfair discriminationAdverti

14、sing decisions False advertising Deceptive advertising Bait-and-switch advertising Promotional allowances and servicesMajor Marketing Decision Areas That May Be Called into Question under the Law(2 of 3)Decision areasLegal issuesChannel decisions Exclusive dealing Exclusive territorial distributorsh

15、ip Tying agreements Dealers rightsCompetitive relations decisions Anticompetitive acquisition Barriers to entry Predatory competitionProduct decisions Product additions and deletions Patent protection Product quality and safety Product warrantyMajor Marketing Decision Areas That May Be Called into Q

16、uestion under the Law(3 of 3)Decision areasLegal issuesPackaging decisions Fair packaging and labeling Excessive cost Scarce resources PollutionPrice decisions Price fixing Predatory pricing Price discrimination Minimum pricing Price increases Deceptive pricingLearning Objective 16-3 Summary Citizen

17、 action movements Consumerism Environmentalism Companies are adopting policies of environmental sustainability.Learning Objective 16-4Describe the principles of sustainable marketing.Sustainable Marketing Principles(1 of 2)Consumer-oriented marketing Viewing and organizing a companys marketing activ

18、ities from the consumers point of viewCustomer value marketing Putting most of a companys resources into customer value-building marketing investmentsInnovative marketing Seeking real product and marketing improvementsSustainable Marketing Principles(2 of 2)Sense-of-mission marketingDefining a compa

19、nys mission in broad social termsSocietal marketing Making marketing decisions by considering Consumers wants Companys requirements Consumers long-run interests Societys long-run interestsFigure 16.4-Societal Classification of ProductsLearning Objective 16-4 Summary Five sustainable marketing princi

20、ples:Consumer-oriented marketing Customer value marketing Innovative marketing Sense-of-mission marketing Societal marketingLearning Objective 16-5Explain the role of ethics in marketing.Marketing Ethics(1 of 2)Corporate marketing ethics policies should be developed by firms as guidelines for handli

21、ng various issues and dilemmas.Distributor relations Advertising standards Customer service Pricing Product development General ethical standardsMarketing Ethics(2 of 2)Principles are needed to guide companies and marketing managers on issues of ethics and social responsibility.The free market and t

22、he legal system should decide such issues.Responsibility is in the hands of individual companies and managers.Addressing ethics helps build strong customer relationships based on honesty and trust.Ethical Norms Suggested by the American Marketing Association Do no harm Foster trust in the marketing

23、system Embrace ethical valuesThe Sustainable Company Sustainable companies create value for customers through socially,environmentally,and ethically responsible actions.Sustainable marketing provides the context in which companies can build profitable customer relationships.Learning Objective 16-5 S

24、ummary Company policies and guidelines for ethics utilize two principles:The first principle states the free market and the legal system should decide such issues.A more enlightened principle puts responsibility in the hands of individual companies and managers.Sustainable marketing concept standard

25、s personal integrity,corporate conscience,and long-term consumer welfareLearning Objectives(3 of 4)16-1.Define sustainable marketing and discuss its importance.16-2.Identify the major social criticisms of marketing.16-3.Define consumerism and environmentalism and explain how they affect marketing strategies.Learning Objectives(4 of 4)16-4.Describe the principles of sustainable marketing.16-5.Explain the role of ethics in marketing.