SOCIALLY RESPONSIVE MARKETING CHAPTER 02 4/14/2017 CHAPTER 2 SOCIALLY RESPONSIVE MARKETING 2-1 The Impact of Marketing 2-2 Criticisms of Marketing Chapter 2 MARKETING

THE IMPACT OF MARKETING 2-1 Chapter 2 THE IMPACT OF MARKETING GOALS Explain how marketing affects businesses. Describe marketing’s impact on individuals. Discuss ways marketing benefits society.

Marketing Affects Businesses Chapter 2 Marketing Affects Businesses Critical business function Customer satisfaction

Why do businesses that use the marketing concept benefit more from marketing? Businesses that use the marketing concept benefit more from marketing because they are better able to determine customer needs, attitudes, likes, and dislikes and use that information to develop profitable products that meet those needs. Click to reveal answer

Marketing Helps People Chapter 2 Marketing Helps People Better products at a lower cost Expanded opportunities

What percentage of jobs in the United States involve the performance of marketing activities? Click to reveal answer Between 25% and 33% of all jobs in the United States are marketing jobs or have marketing as a major job responsibility.

Marketing Benefits Society Chapter 2 Marketing Benefits Society New and better products Better standards of living Improved international trade

Benefits of Marketing Businesses meet consumer needs Chapter 2 Benefits of Marketing Businesses meet consumer needs Consumers make better decisions Natural resources are used more effectively Standard of living is improved International trade increases

How does marketing help the environment? Click to reveal answer Marketing helps the environment by fostering the development of products that satisfy customers’ needs more effectively. As a result, natural resources are used efficiently and fewer products are wasted or disposed of prematurely.

Name at least two things that tend to occur when the marketing concept is used effectively. Click icon to hear answer

Today’s computers are much more powerful and versatile than those of even a few years ago. Which of the following terms best describes today’s computer prices compared to a few years ago: much more, more, about the same, or less? Click icon to hear answer

Name three marketing jobs. Salesperson Customer service representative Warehouse employee Inventory specialist Marketing researcher Public relations personnel Writers and editors Media relations spokespersons Distributor

What are some of the ways in which marketing improves a society’s standard of living? Click icon to hear answer

What are some of the ways that marketing improves international trade? Click icon to hear answer

CRITICISMS OF MARKETING 2-2 Chapter 2 CRITICISMS OF MARKETING GOALS Discuss three common criticisms of marketing. Explain how marketing can be used to solve social problems.

Common Complaints Marketing causes unneeded purchases Chapter 2 Common Complaints Marketing causes unneeded purchases Marketing wastes money Marketing is not always needed

The Typical Costs of Marketing Chapter 2 The Typical Costs of Marketing Total product price (100%) Product Price Average cost of all marketing activities (50%) Average cost of sales and advertising (2–10%)

Why is a business that is committed to long-term customer relationships less likely to use high-pressure sales tactics? Businesses that are committed to long-term relationships are concerned with fully satisfying customers’ real needs so that they come back again and again. They have nothing to gain from high-pressure sales tactics which generally are used to close sales that customers would otherwise not make and more often than not soon regret. Click to reveal answer

Marketing Solves Problems CHAPTER 02 4/14/2017 Chapter 2 Marketing Solves Problems Marketing increases public awareness Marketing helps match supply with demand MARKETING

If a heat wave in the West is causing electrical outages, how can marketing help alleviate the problem? Click to reveal answer Electricity can be diverted along the nation’s power grid from other areas that have excess supplies and then resold to power companies in the affected areas. That helps the companies with excess power to sell their surplus and operate at optimum capacity, and at the same time it helps alleviate the shortage.

On average marketing costs represent what percentage of the price that a consumer pays for a product? Click icon to hear answer

On average, the cost of sales and promotions represent what percentage of the price that a consumer pays for a product? Click icon to hear answer

If sellers do not perform certain marketing functions why doesn’t that reduce the final cost of a product to the consumer? Click icon to hear answer

Name several public awareness campaigns that are intended to benefit society.

If cranberry growers were suffering from an oversupply of cranberries that slashed prices and threatened to put them out of business, how could marketing help them? Click icon to hear answer