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    Marketing and Society

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    anon_590303877
    This document discusses the social criticisms of marketing and principles of socially responsible marketing. It outlines criticisms such as marketing's negative impacts on individual consumers through high prices, deceptive practices, and planned obsolescence. Marketing is also criticized for its impacts on society through increased materialism and cultural pollution. The document then discusses consumerism and environmentalism as public responses to regulate marketing. It proposes several principles of socially responsible marketing such as being consumer-oriented, innovative, providing value, and having a sense of mission that considers society's long-term interests. The role of marketing ethics and developing ethical policies at the corporate and international levels is also addressed.

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    Marketing and Society

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    anon_590303877
    23 views19 pages
    This document discusses the social criticisms of marketing and principles of socially responsible marketing. It outlines criticisms such as marketing's negative impacts on individual consumers through high prices, deceptive practices, and planned obsolescence. Marketing is also criticized for its impacts on society through increased materialism and cultural pollution. The document then discusses consumerism and environmentalism as public responses to regulate marketing. It proposes several principles of socially responsible marketing such as being consumer-oriented, innovative, providing value, and having a sense of mission that considers society's long-term interests. The role of marketing ethics and developing ethical policies at the corporate and international levels is also addressed.

    Original Description:

    Relationship between the Marketing and society and impact upon eachother

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    This document discusses the social criticisms of marketing and principles of socially responsible marketing. It outlines criticisms such as marketing's negative impacts on individual consumers through high prices, deceptive practices, and planned obsolescence. Marketing is also criticized for its impacts on society through increased materialism and cultural pollution. The document then discusses consumerism and environmentalism as public responses to regulate marketing. It proposes several principles of socially responsible marketing such as being consumer-oriented, innovative, providing value, and having a sense of mission that considers society's long-term interests. The role of marketing ethics and developing ethical policies at the corporate and international levels is also addressed.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    23 views19 pages

    Marketing and Society

    Uploaded by

    anon_590303877
    This document discusses the social criticisms of marketing and principles of socially responsible marketing. It outlines criticisms such as marketing's negative impacts on individual consumers through high prices, deceptive practices, and planned obsolescence. Marketing is also criticized for its impacts on society through increased materialism and cultural pollution. The document then discusses consumerism and environmentalism as public responses to regulate marketing. It proposes several principles of socially responsible marketing such as being consumer-oriented, innovative, providing value, and having a sense of mission that considers society's long-term interests. The role of marketing ethics and developing ethical policies at the corporate and international levels is also addressed.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 19

    By:

    S. Jawad Ali Kazmi


    Afsah Imtiaz
    Agenda
     Major social criticisms of marketing.

     Defining Consumerism and Environmentalism &

    how they affect marketing strategies.

     Principles of Socially Responsible Marketing.

     Role of Ethics in Marketing.


    Social Criticisms of Marketing

    Social Criticisms of
    Marketing

    Marketing’s Impact Marketing’s Impact Marketing’s Impact


    on Individual on Society as a on Other
    Consumers Whole Businesses
    Marketing’s Impact on Individual
    Consumers
     High Prices
     High costs of distribution
     High advertising and promotion costs
     Excessive markups

     Deceptive Practices
     Pricing
     Promotion
     Packaging
    Marketing’s Impact on Individual
    Consumers

     High-Pressure Selling

     Shoddy or Unsafe Products

     Planned Obsolescence

     Poor Service to Disadvantaged Consumers


    Marketing’s Impact on Society as a
    Whole

     False Wants and Too Much Materialism

     Too Few Social Goods

     Cultural Pollution

     Too Much Political Power


    Marketing’s Impact on Other
    Businesses

     Acquisitions of Competitors

     Marketing Practices

     Creating Barriers to Entry


    Citizen & Public Actions to Regulate
    Marketing
    Public Actions to
    Regulate Marketing

    Consumerism Environmentalism

    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


    Environmentalism
     Environmental Sustainability

     Pollution prevention

     Product stewardship

     New environmental technology

     Sustainability vision
    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
     Consumer-Oriented Marketing

     Innovative Marketing

     Value Marketing

     Sense-of-Mission Marketing

     Societal Marketing

     Societal Classification of Products


    Consumer-Oriented &
    Innovative Marketing
     Consumer-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.
    Value &
    Sense of Mission Marketing
     Value Marketing
    Companies make marketing decisions by considering
    consumers’ wants, the company’s requirements, consumer’s
    long-run interests, and society’s long-run interests.

     Sense of Mission Marketing


    Companies define their mission in broad social terms rather
    than in narrow product terms.
    Societal Marketing
     Societal Marketing
    Companies make marketing decisions by considering
    consumer’s wants, the company’s requirements, consumer’s
    long-run interests, and society’s long-run interests.

     Societal Classification of Products


     Deficient products
     Pleasing products
     Salutary products
     Desirable products
    Marketing Ethics
     Corporate Marketing Ethics Policies

     Guiding Principle in Policy Determination

     Free market and legal system

     Individual companies and managers

     International Ethical Policies are a Special Challenge


    QUESTIONS???

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