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 Copyright 1999 Prentice Hall 20-1 Chapter 20 Marketing and Society: Social Responsibility and Ethics PRINCIPLES OF MARKETING Eighth Edition Philip Kotler.

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Presentation on theme: " Copyright 1999 Prentice Hall 20-1 Chapter 20 Marketing and Society: Social Responsibility and Ethics PRINCIPLES OF MARKETING Eighth Edition Philip Kotler."— Presentation transcript:

1  Copyright 1999 Prentice Hall 20-1 Chapter 20 Marketing and Society: Social Responsibility and Ethics PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong

2  Copyright 1999 Prentice Hall 20-2 Social Criticisms of Marketing High Prices High Prices Shoddy or Unsafe Products Shoddy or Unsafe Products Poor Service Poor Service Deceptive Practices Deceptive Practices Planned Obsolescence Planned Obsolescence High Pressure Selling High Pressure Selling Marketing’s Impact on Individual Consumers

3  Copyright 1999 Prentice Hall 20-3 Marketing’s Impact on Society Too Few Social Goods Too Few Social Goods False Wants and Too Much Materialism False Wants and Too Much Materialism Too Much Political Power Too Much Political Power Cultural Pollution Cultural Pollution The Marketing Function is Accused by Society of Creating:

4  Copyright 1999 Prentice Hall 20-4 Marketing’s Impact on Other Businesses Acquisitions of Competitors Acquisitions of Competitors Marketing Practices that Create Barriers to Entry Marketing Practices that Create Barriers to Entry Unfair Competitive Marketing Practices Unfair Competitive Marketing Practices Critics Charge that a Company’s Marketing Practices Can Harm Other Companies and Reduce Competition Through:

5  Copyright 1999 Prentice Hall 20-5 Consumerism The Right to Be Safe The Right to Be Informed The Right to Be Heard The Right to Choose Basic Consumer Rights

6  Copyright 1999 Prentice Hall 20-6 Environmentalism Practice Product Stewardship Practice Product Stewardship Practice Pollution Prevention Practice Pollution Prevention Have a Sustainability Vision Have a Sustainability Vision Adopt Designs for the Environment Adopt Designs for the Environment Plan for New Environmental Technologies Plan for New Environmental Technologies

7  Copyright 1999 Prentice Hall 20-7 Consumer-Oriented Marketing Innovative Marketing Value Marketing Sense-of-Mission Marketing Societal Marketing Enlightened Marketing

8  Copyright 1999 Prentice Hall 20-8 Societal Classification of Products Salutary Products Deficient Products Desirable Products Pleasing Products Long-Run Consumer Benefit LowHigh Immediate Satisfaction High Low

9  Copyright 1999 Prentice Hall 20-9 Marketing Ethics Customer Service Customer Service Pricing Distributor Relations Distributor Relations General Code General Code Product Development Product Development Advertising Standards Advertising Standards Corporate Marketing Ethics Policies Corporate Marketing Ethics Policies

10  Copyright 1999 Prentice Hall Principles For Public Policy Toward Marketing Key Principles for a Public Policy Toward Marketing Key Principles for a Public Policy Toward Marketing Economic Efficiency Economic Efficiency Meeting Basic Needs Meeting Basic Needs Innovation Curbing Potential Harm Curbing Potential Harm Consumer Education Consumer Education Consumer Protection Consumer Protection Consumer and Producer Freedom Consumer and Producer Freedom


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