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    Chapter 11

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    aastha garg
    The document discusses social criticisms of marketing and its impact on consumers and society. It covers issues like high prices, deceptive practices, creating false wants, and lack of regulations. It also discusses consumerism, environmentalism, and businesses moving toward more socially responsible marketing.

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    Chapter 11

    Uploaded by

    aastha garg
    12 views14 pages
    The document discusses social criticisms of marketing and its impact on consumers and society. It covers issues like high prices, deceptive practices, creating false wants, and lack of regulations. It also discusses consumerism, environmentalism, and businesses moving toward more socially responsible marketing.

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    Chapter 11 (1)

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    The document discusses social criticisms of marketing and its impact on consumers and society. It covers issues like high prices, deceptive practices, creating false wants, and lack of regulations. It also discusses consumerism, environmentalism, and businesses moving toward more socially responsible marketing.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    12 views14 pages

    Chapter 11

    Uploaded by

    aastha garg
    The document discusses social criticisms of marketing and its impact on consumers and society. It covers issues like high prices, deceptive practices, creating false wants, and lack of regulations. It also discusses consumerism, environmentalism, and businesses moving toward more socially responsible marketing.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14

    Marketing Ethics and

    Social Responsibility
    Social Criticisms of Marketing
    Marketing’s Impact on Individual
    Consumers
    – High Prices
    High costs of distribution
    High advertising and promotion costs
    Excessive markups
    Social Criticisms of Marketing
    Marketing’s Impact on Individual
    Consumers
    – Deceptive (misleading) Practices
    Pricing
    Promotion
    Packaging
    – High-Pressure Selling
    Social Criticisms of Marketing
    Marketing’s Impact on Individual
    Consumers
    – Shoddy or unsafe products
    – Planned obsolescence
    – Poor service to disadvantaged consumers
    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
    Social Criticisms of Marketing
    Marketing’s Impact on Other Businesses
    – Acquisitions of competitors
    – Marketing practices that create barriers to
    entry
    – Unfair competitive marketing practices
    Citizen & Public Actions to
    Regulate Marketing
    Consumerism
    – Traditional seller’s rights
    – Traditional buyer’s rights
    – Additional rights proposed by consumer
    advocates
    Each proposed right has led to more
    specific proposals by consumerists
    Citizen & Public Actions to
    Regulate Marketing
    Environmentalism
    – An organized movement of concerned
    citizens, businesses and government
    agencies to protect and improve people’s
    living environment
    – Environmental Sustainability
    Pollution prevention
    Product stewardship
    New environmental technology
    Sustainability vision
    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
    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.
    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, rather than in narrow product terms.
    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.
    Business Actions Toward Socially
    Responsible Marketing

    Enlightened Marketing

    – Societal Classification of Products


    Deficient (scarce) products
    Pleasing products
    Salutary (beneficial or constructive) products
    Desirable products
    Business Actions Toward Socially
    Responsible Marketing
    Marketing Ethics
    – Corporate marketing ethics policies
    Distributor relations, advertising standards,
    customer service, pricing, product development
    and general ethical standards.
    – Guiding principle in policy determination
    Free market and legal system
    Individual companies and managers
    – International ethical policies are a special
    challenge

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