文档介绍：Chapter 2 Marketing and Society:Social Responsibility and Marketing Ethics
Chapter 2
Marketing and Society: Social Responsibility and Marketing Ethics
Performance business
objectives
Identify the major social criticisms of marketing1>.
Define consumerism and environmentalism and explain how they affect marketing strategies.
Describe the principles of socially responsible marketing.
Explain the role of ethics in marketing.
CHAPTER OVERVIEW
This chapter examines the social effects of private marketing practices. A marketing system should sense, serve, and satisfy consumer needs and improve the quality of consumers’ lives. In working to meet the consumer’s needs, marketers may take some actions that are not approved of by all the consumers or publics within the social sector. Marketing managers must understand the criticism that the marketing function may encounter. By understanding the criticism, the manager is better prepared to respond to it in a proactive manner. Some of the criticism is justified, some is not.
CHAPTER OVERVIEW
The primary criticisms of the marketing function with respect to the impact on individual consumers has been categorized as being:
(1) high prices;
(2) deceptive practices;
(3) high-pressure selling;
(4) shoddy or unsafe products;
(5) planned obsolescence; and
(6) poor service to disadvantaged consumers. These criticisms e from a failure to meet individual consumer welfare needs.
CHAPTER OVERVIEW
A separate set of criticisms are directed at the marketing function by society in general. Criticism from this larger public body ments on creating: (1) false wants and too much materialism; (2) too few social goods; (3) cultural pollution; and (4) too much political power. In addition, critics have also pointed out that marketing’s impact on businesses may not be good either. Marketing is accused of petitors and petition by acquisition petitors, creating barriers to entry, and using unfair marketing practices.
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