文档介绍：Marketing and Society Social:Responsibility and Marketing Ethics
Marketing and Society: Social Responsibility and Marketing Ethics
Chapter 16
Road Map: Previewing the Concepts
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.
Criticisms of Marketing
High prices
Deceptive practices
High-pressure selling
Shoddy or unsafe products
Planned obsolescence
Poor service to disadvantaged consumers
High Prices
Caused by:
High costs of distribution
High advertising and promotion costs
Excessive markups
Deceptive Practices
Deceptive Pricing:
Falsely advertising “factory” or “wholesale” prices or large reductions from phony high retail list prices.
Deceptive Promotion:
Overstating a product’s features or performance, running rigged contests.
Deceptive Packaging:
Exaggerating package contents through subtle design, using misleading labeling, etc.
High-Pressure Selling
Salespeople are trained to deliver smooth, canned talks to entice purchase.
Hard sales can occur because of prizes going to top sellers.
High-pressure selling not good for long-term relationships.
Shoddy or Unsafe Products
Products not made well or service not performed well.
Products deliver little benefit