0. Marketing Ethics and Social Responsibility
Chapter 20
Sustainable Marketing

1. Social Criticisms of Marketing
Marketing’s Impact on Individual Consumers
High Prices
High costs of distribution
High advertising & promotion costs
Excessive markups

2. Social Criticisms of Marketing
Marketing’s Impact on Individual Consumers
Deceptive Practices
Pricing
Promotion
Packaging
High-Pressure Selling

3. Social Criticisms of Marketing
Marketing’s Impact on Individual Consumers
Inferior, Poor, or Unsafe Products
Planned Obsolescence
Poor Service to Disadvantaged Consumers

4. Planned obsolescence
Critics also have charged that some companies practice planned obsolescence, causing their products to become obsolete before they actually should need replacement.
Marketers respond that consumers like design changes; they get tired of the old goods and want a new look in fashion. Or they want the latest high-tech innovations, even if older models still work.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

5. Social Criticisms of Marketing
Marketing’s Impact on Society as a Whole
False Wants and Too Much Materialism
Too Few Social Goods
Cultural Pollution
Too Much Political Power

6. Social Criticisms of Marketing
Marketing’s Impact on Other Businesses
Acquisitions of Competitors
Marketing Practices
Creating Barriers to Entry

7. Social Criticisms of Marketing
Slotting fees are charged by retailers for manufacturers to place a new product in their stores or to keep existing products on the shelves.
These fees can be as high as $30,000 per brand
Slotting fees cause a barrier to entry for smaller manufacturers
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8. Citizen & Public Actions to Regulate Marketing
Major legal issues affect every area of marketing management, including:
Selling and advertising decisions
Channel decisions
Product decisions
Packaging decisions
Price decisions
Competitive reaction decisions

9. Business actions toward sustainable marketing
Consumer oriented marketing
Customer value marketing
Innovative marketing
Sense of mission marketing
Societal marketing
At first, many companies opposed consumerism, environmentalism, and other elements of sustainable marketing. They thought the criticisms were either unfair or unimportant. But now, most companies have grown to embrace the new consumer rights, at least in principle.
Sustainable Marketing Principles
The philosophy of sustainable marketing holds that a company’s marketing should support the best long run performance of the marketing system.

10. Business Actions Toward Socially Responsible Marketing
Enlightened Marketing
Customer-Oriented Marketing:
Companies view and organize their marketing activities from the consumer’s point of view.
Innovative Marketing:
Companies seek real product and marketing improvements.

11. Business Actions Toward Socially Responsible Marketing
Enlightened Marketing
Value Marketing:
Companies put most of their resources into value-building marketing investments.
Sense-of-Mission Marketing:
Companies define their mission in broad social terms.

12. Business Actions Toward Socially Responsible Marketing
Enlightened Marketing
Societal Marketing:
Companies make marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests.

13. Societal Classifications of Products