营销伦理与社会责任.pptx

营销伦理与社会责任;MarketingandSociety:SocialResponsibilityandMarketingEthics;Objectives目标;Onlyusedorganicfruitsandhormone-freemilk

Boughtfromsociallydisadvantagedandminoritysuppliers

Donated7.5%ofpretaxprofitstogoodcauses;Growthandprofitsflattenedforbothfirmsinthe1990’s

2000:BenJerry’swasacquiredbyUnilever;profitdrivenmanagementisnowinchargeoftheBodyShop.;SocialCriticismsofMarketing

社会对于营销的批评;SocialCriticismsofMarketing

社会对于营销的批评;SocialCriticismsofMarketing

社会对于营销的批评;SocialCriticismsofMarketing

社会对于营销的批评;SocialCriticismsofMarketing

社会对于营销的批评;CitizenPublicActionstoRegulateMarketing

公民和公从众规范营销行为的活动;Environmentalism

EnvironmentalSustainability

Pollutionprevention

Productstewardship

Newenvironmentaltechnology

Sustainabilityvision;PublicActionstoRegulateMarketing

Majorlegalissuesaffecteveryareaofmarketingmanagement,including:

Sellingandadvertisingdecisions

Channeldecisions

Productdecisions

Packagingdecisions

Pricedecisions

Competitivereactiondecisions;;BusinessActionsTowardSociallyResponsibleMarketing

走向对社会负责的市场营销;EnlightenedMarketing

ValueMarketing:

Companiesputmostoftheirresourcesinto

value-buildingmarketinginvestments.

Sense-of-MissionMarketing:

Companiesdefinetheirmissioninbroadsocialtermsratherthaninnarrowproductterms.;EnlightenedMarketing

SocietalMarketing:

Companiesmakemarketingdecisions

byconsideringconsumers’wants,the

company’srequirements,consumers’

long-runinterests,andsociety’s

long-runinterests.;EnlightenedMarketing

SocietalClassificationofProducts

Deficientproducts

Pleasingproducts

Salutaryproducts

Desirableproducts;MarketingEthics

CorporateMarketingEthicsPolicies

GuidingPrincipleinPolicyDetermination

Freemarketandlegalsystem

Individualcompaniesandmanagers

InternationalEthicalPoliciesareaSpecialChallenge;谢谢