文档介绍：Marketing and Society Social Responsibility and Marketing Ethics Chapter 20
Marketing and Society: Social Responsibility and Marketing Ethics
Chapter 20
Objectives
Know the major social criticisms of marketing1>.
Be able to define consumerism and environmentalism and know how they affect marketing strategies.
Learn the principles of socially responsible marketing.
Learn the role of ethics in marketing.
Case Study
Only anic fruits and hormone-free milk
Bought from socially disadvantaged and minority suppliers
Donated % of pretax profits to good causes
Natural-ingredient based cosmetics formulated without animal testing
Donated a percentage of profits to animal-rights groups and homeless shelters
Ben & Jerry’s ... The Body Shop
Case Study
Growth and profits flattened for both firms in the 1990’s
2000: Ben & Jerry’s was acquired by Unilever; profit driven management is now in charge of the Body Shop.
Lessons learned:
What you sell is important
Be proud to be in business
Make a mitment to change
Focus on two bottom lines
Forget the hype
Ben & Jerry’s ... The Body Shop
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 Practices