市场营销学英文版版教学课件第16章

1、Marketing: An IntroductionThirteenth EditionChapter 16Sustainable Marketing: Social Responsibility and EthicsMarketing: An IntroductionThirLearning 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 consu

2、merism and environmentalism and explain how they affect marketing strategies.Learning Objectives (1 of 4)16Learning Objectives (2 of 4)16-4. Describe the principles of sustainable marketing.16-5. Explain the role of ethics in marketing.Learning Objectives (2 of 4)16First Stop: Patagonia “Conscious C

3、onsumption”Telling Consumers to Buy LessA for-profit company telling consumers to buy less sounds crazy.First Stop: Patagonia “ConscioLearning Objective 16-1Define sustainable marketing and discuss its importance.Learning Objective 16-1Define Figure 16.1 - Sustainable MarketingFigure 16.1 - Sustaina

4、ble MarkSustainable MarketingThe McDonalds “Plan to Win” strategy has created sustainable value for both customers and the company.Sustainable MarketingThe McDonLearning Objective 16-1 SummarySustainable marketing meeting present needs while preserving the ability of future generations to meet their

5、 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 16-1 SummarLearning Objective 16-2Identify the major social criticisms of marketing.Learn

6、ing Objective 16-2IdentifSocial Criticisms of MarketingImpact on Individual ConsumersImpact on Society as a WholeImpact on Other BusinessesSocial Criticisms of MarketingMarketings Impact on Individual Consumers (1 of 2)High pricesDeceptive practicesHigh-pressure sellingShoddy, harmful, or unsafe pro

7、ductsPlanned and perceived obsolescencePoor service to disadvantaged consumersMarketings Impact on IndividuMarketings 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 IndividuMark

8、etings Impact on Society as a Whole (1 of 2)False Wants and Too Much MaterialismToo Few Social GoodsCultural PollutionMarketings Impact on Society Marketings 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 Socie

9、ty Marketings Impact on Other BusinessesAcquisitions of competitorsMarketing practices that create barriers to entryUnfair competitive marketing practicesMarketings Impact on Other BuLearning Objective 16-2 SummaryMajor social criticisms of marketingImpact on individual consumer welfareImpact on soc

10、ietyImpact on other businessesLearning Objective 16-2 SummarLearning Objective 16-3Define consumerism and environmentalism and explain how they affect marketing strategies.Learning Objective 16-3Define Traditional RightsSellers rightsBuyers rightsTo introduce any product in any size and style with p

11、roper warnings and controls, if necessaryTo buy a product that is offered for saleTo charge any price for the product without any discriminationTo expect the product to be safeTo spend any amount to promote the product if competing fairlyTo expect the product to perform as claimedTo use any product

12、message that is not misleading or dishonestblankTo use buying incentive programs that are not unfair or misleadingblankTraditional RightsSellers rigProposed Consumer RightsTo be well informedTo be protected against questionable products and marketing practicesTo influence products and marketing prac

13、tices to improve “quality of life”To consume in a way to preserve the world for future generations of consumersProposed Consumer RightsTo be EnvironmentalismProtects and improves peoples current and future living environmentConcerned withDamage to the ecosystemLoss of recreational areasIncrease in h

14、ealth problemsEnvironmental sustainability: Generating profits while helping protect the environmentEnvironmentalismProtects and iFigure 16.2 - Environmental Sustainability and Sustainable ValueSource: Stuart L. Hart, “Innovation, Creative Destruction, and Sustainability,” Research Technology Manage

15、ment, SeptemberOctober 2005, pp. 2127.Figure 16.2 - Environmental SuMajor Marketing Decision Areas That May Be Called into Question under the Law (1 of 3)Decision areasLegal issuesSelling decisionsBribingStealing trade secretsDisparaging customersMisrepresentingDisclosure of customer rightsUnfair di

16、scriminationAdvertising decisionsFalse advertisingDeceptive advertisingBait-and-switch advertisingPromotional allowances and servicesMajor Marketing Decision AreasMajor Marketing Decision Areas That May Be Called into Question under the Law (2 of 3)Decision areasLegal issuesChannel decisionsExclusiv

17、e dealingExclusive territorial distributorshipTying agreementsDealers rightsCompetitive relations decisionsAnticompetitive acquisitionBarriers to entryPredatory competitionProduct decisionsProduct additions and deletionsPatent protectionProduct quality and safetyProduct warrantyMajor Marketing Decis

18、ion AreasMajor Marketing Decision Areas That May Be Called into Question under the Law (3 of 3)Decision areasLegal issuesPackaging decisionsFair packaging and labelingExcessive costScarce resourcesPollutionPrice decisionsPrice fixingPredatory pricingPrice discriminationMinimum pricingPrice increases

19、Deceptive pricingMajor Marketing Decision AreasLearning Objective 16-3 SummaryCitizen action movementsConsumerismEnvironmentalismCompanies are adopting policies of environmental sustainability.Learning Objective 16-3 SummarLearning Objective 16-4Describe the principles of sustainable marketing.Learn

20、ing Objective 16-4DescribSustainable Marketing Principles (1 of 2)Consumer-oriented marketingViewing and organizing a companys marketing activities from the consumers point of viewCustomer value marketingPutting most of a companys resources into customer value-building marketing investmentsInnovativ

21、e marketingSeeking real product and marketing improvementsSustainable Marketing PrinciplSustainable Marketing Principles (2 of 2)Sense-of-mission marketingDefining a companys mission in broad social termsSocietal marketingMaking marketing decisions by consideringConsumers wantsCompanys requirementsC

22、onsumers long-run interestsSocietys long-run interestsSustainable Marketing PrinciplFigure 16.4 - Societal Classification of ProductsFigure 16.4 - Societal ClassifLearning Objective 16-4 SummaryFive sustainable marketing principles:Consumer-oriented marketingCustomer value marketingInnovative market

23、ingSense-of-mission marketingSocietal marketingLearning Objective 16-4 SummarLearning Objective 16-5Explain the role of ethics in marketing.Learning Objective 16-5ExplainMarketing Ethics (1 of 2)Corporate marketing ethics policies should be developed by firms as guidelines for handling various issue

24、s and dilemmas.Distributor relationsAdvertising standardsCustomer servicePricingProduct developmentGeneral ethical standardsMarketing Ethics (1 of 2)CorpoMarketing Ethics (2 of 2)Principles are needed to guide companies and marketing managers on issues of ethics and social responsibility.The free ma

25、rket and the 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.Marketing Ethics (2 of 2)PrincEthical Norms Suggested by the American Marketing AssociationDo

26、 no harmFoster trust in the marketing systemEmbrace ethical valuesEthical Norms Suggested by theThe Sustainable CompanySustainable 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.The Sustainable