KOTCHA20.ppt 103KB Sep 15 2006 07:08:54 PM
20-1
20-1
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter
Chapter 20
20
Marketing and Society:
Social Responsibility
and Ethics
Copyright 1999 Prentice Hall
Social
Social Criticisms
Criticisms of
of Marketing
Marketing
High
High
Prices
Prices
Poor
Poor
Service
Service
Planned
Planned
Obsolescence
Obsolescence
Marketing’s
Impact on
Individual
Consumers
Shoddy
Shoddy or
or
Unsafe
Unsafe
Products
Products
Copyright 1999 Prentice Hall
Deceptive
Deceptive
Practices
Practices
High
High
Pressure
Pressure
Selling
Selling
20-2
20-2
Marketing’s
Marketing’s Impact
Impact on
on Society
Society
The Marketing Function is Accused by
Society of Creating:
False
False Wants
Wants and
and
Too
Too
Much
Much Materialism
Materialism
Too
Too Few
Few
Social
Social
Goods
Goods
Too
Too Much
Much
Political
Political
Power
Power
Cultural
Cultural
Pollution
Pollution
Copyright 1999 Prentice Hall
20-3
20-3
Marketing’s
Marketing’s Impact
Impact on
on Other
Other Businesses
Businesses
Critics Charge that a Company’s Marketing
Practices Can Harm Other Companies and
Reduce Competition Through:
Acquisitions
Acquisitions
of
of
Competitors
Competitors
Marketing
Marketing
Practices
Practices
that
that
Create
Create Barriers
Barriers
to
to Entry
Entry
Unfair
Unfair
Competitive
Competitive
Marketing
Marketing
Practices
Practices
Copyright 1999 Prentice Hall
20-4
20-4
Consumerism
The Right to Be Safe
20-5
20-5
The Right to Be Informed
Basic Consumer Rights
The Right to Be Heard
The Right to Choose
Copyright 1999 Prentice Hall
Environmentalism
Environmentalism
Practice
Practice
Pollution
Pollution
Prevention
Prevention
20-6
20-6
Practice
Practice
Product
Product
Stewardship
Stewardship
Adopt
Adopt
Designs
Designs
for
for the
the
Environment
Environment
Have
Have aa
Sustainability
Sustainability
Vision
Vision
Plan
Plan for
for New
New
Environmental
Environmental
Technologies
Technologies
Copyright 1999 Prentice Hall
Enlightened
Enlightened Marketing
Marketing
20-7
20-7
Consumer-Oriented
Consumer-Oriented Marketing
Marketing
Innovative
Innovative Marketing
Marketing
Value
Value Marketing
Marketing
Sense-of-Mission
Sense-of-Mission Marketing
Marketing
Societal
Societal Marketing
Marketing
Copyright 1999 Prentice Hall
Long-Run Consumer Benefit
Societal
Societal Classification
Classification of
of Products
Products
Immediate Satisfaction
Low
High
High
Salutary
Products
Desirable
Products
Low
Deficient
Products
Pleasing
Products
Copyright 1999 Prentice Hall
20-8
20-8
20-9
20-9
Marketing
Marketing Ethics
Ethics
Product
Product
Development
Development
Pricing
Pricing
Distributor
Distributor
Relations
Relations
Corporate
Corporate
Marketing
Marketing
Ethics
Ethics
Policies
Policies
General
General
Code
Code
Copyright 1999 Prentice Hall
Advertising
Advertising
Standards
Standards
Customer
Customer
Service
Service
Principles
Principles For
For Public
Public
Policy
Policy Toward
Toward Marketing
Marketing
20-10
20-10
Consumer
Consumer and
and
Producer
ProducerFreedom
Freedom
Curbing
Curbing Potential
Potential
Harm
Harm
Meeting
MeetingBasic
Basic
Needs
Needs
Key
Key
Principles
Principles
for
for aa
Public
Public Policy
Policy
Toward
Toward
Marketing
Marketing
Economic
Economic
Efficiency
Efficiency
Innovation
Innovation
Consumer
Consumer
Education
Education
Consumer
Consumer
Protection
Protection
Copyright 1999 Prentice Hall
20-1
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter
Chapter 20
20
Marketing and Society:
Social Responsibility
and Ethics
Copyright 1999 Prentice Hall
Social
Social Criticisms
Criticisms of
of Marketing
Marketing
High
High
Prices
Prices
Poor
Poor
Service
Service
Planned
Planned
Obsolescence
Obsolescence
Marketing’s
Impact on
Individual
Consumers
Shoddy
Shoddy or
or
Unsafe
Unsafe
Products
Products
Copyright 1999 Prentice Hall
Deceptive
Deceptive
Practices
Practices
High
High
Pressure
Pressure
Selling
Selling
20-2
20-2
Marketing’s
Marketing’s Impact
Impact on
on Society
Society
The Marketing Function is Accused by
Society of Creating:
False
False Wants
Wants and
and
Too
Too
Much
Much Materialism
Materialism
Too
Too Few
Few
Social
Social
Goods
Goods
Too
Too Much
Much
Political
Political
Power
Power
Cultural
Cultural
Pollution
Pollution
Copyright 1999 Prentice Hall
20-3
20-3
Marketing’s
Marketing’s Impact
Impact on
on Other
Other Businesses
Businesses
Critics Charge that a Company’s Marketing
Practices Can Harm Other Companies and
Reduce Competition Through:
Acquisitions
Acquisitions
of
of
Competitors
Competitors
Marketing
Marketing
Practices
Practices
that
that
Create
Create Barriers
Barriers
to
to Entry
Entry
Unfair
Unfair
Competitive
Competitive
Marketing
Marketing
Practices
Practices
Copyright 1999 Prentice Hall
20-4
20-4
Consumerism
The Right to Be Safe
20-5
20-5
The Right to Be Informed
Basic Consumer Rights
The Right to Be Heard
The Right to Choose
Copyright 1999 Prentice Hall
Environmentalism
Environmentalism
Practice
Practice
Pollution
Pollution
Prevention
Prevention
20-6
20-6
Practice
Practice
Product
Product
Stewardship
Stewardship
Adopt
Adopt
Designs
Designs
for
for the
the
Environment
Environment
Have
Have aa
Sustainability
Sustainability
Vision
Vision
Plan
Plan for
for New
New
Environmental
Environmental
Technologies
Technologies
Copyright 1999 Prentice Hall
Enlightened
Enlightened Marketing
Marketing
20-7
20-7
Consumer-Oriented
Consumer-Oriented Marketing
Marketing
Innovative
Innovative Marketing
Marketing
Value
Value Marketing
Marketing
Sense-of-Mission
Sense-of-Mission Marketing
Marketing
Societal
Societal Marketing
Marketing
Copyright 1999 Prentice Hall
Long-Run Consumer Benefit
Societal
Societal Classification
Classification of
of Products
Products
Immediate Satisfaction
Low
High
High
Salutary
Products
Desirable
Products
Low
Deficient
Products
Pleasing
Products
Copyright 1999 Prentice Hall
20-8
20-8
20-9
20-9
Marketing
Marketing Ethics
Ethics
Product
Product
Development
Development
Pricing
Pricing
Distributor
Distributor
Relations
Relations
Corporate
Corporate
Marketing
Marketing
Ethics
Ethics
Policies
Policies
General
General
Code
Code
Copyright 1999 Prentice Hall
Advertising
Advertising
Standards
Standards
Customer
Customer
Service
Service
Principles
Principles For
For Public
Public
Policy
Policy Toward
Toward Marketing
Marketing
20-10
20-10
Consumer
Consumer and
and
Producer
ProducerFreedom
Freedom
Curbing
Curbing Potential
Potential
Harm
Harm
Meeting
MeetingBasic
Basic
Needs
Needs
Key
Key
Principles
Principles
for
for aa
Public
Public Policy
Policy
Toward
Toward
Marketing
Marketing
Economic
Economic
Efficiency
Efficiency
Innovation
Innovation
Consumer
Consumer
Education
Education
Consumer
Consumer
Protection
Protection
Copyright 1999 Prentice Hall