西方市场营销学11- Social Criticisms of Marketing.ppt

Social Criticisms of Marketing Marketing Impact on Individual Consumers High Price – high distribution cost; advertising and promotion costs Deceptive practices – deceptive pricing, promotion, packaging High-pressure selling Shoddy or unsafe products Planned obsolescence Poor service to disadvantaged consumers Marketing’s impact on Society as a Whole False wants and too much materialism Too few social goods. Cultural pollution Too much political power Citizen and Public Actions to Regulate Marketing Consumerism Environmentalism Business Actions Toward Socially Responsible Marketing Enlightened Marketing Consumer-Oriented Marketing Innovative Marketing Value Marketing Sense-of-Mission Marketing Societal Marketing Marketing Ethics Societal Classification of Products Deficient product – product that have neither immediate appeal nor long-run benefits. Pleasing products- product that give high immediate satisfaction but may hurt consumer in the long run. Salutary products – product that have low appeal but may benefit consumer in the long run. Desirable products – Product that give both high immediate satisfaction and high long-run benefits. * *