20 Sustainable Marketing Social Responsibility and Et.ppt

ChapterTwenty SustainableMarketingSocialResponsibilityandEthics SustainableMarketingSocialResponsibilityandEthics SustainableMarketingSocialCriticismsofMarketingConsumerActionstoPromoteSustainableMarketingBusinessActionsTowardSustainableMarketingMarketingEthicsTheSustainableCompany TopicOutline Meetingneedsofconsumerswhilepreservingtheabilityoffuturegenerationstomeettheirneeds SustainableMarketing SocialCriticismsofMarketing Marketing sImpactonIndividualConsumers SocialCriticismsofMarketing Marketing sImpactonIndividualConsumersHighCostofDistribution SocialCriticismsofMarketing Complaint Companiesusedeceptivepracticesthatleadcustomerstobelievetheywillgetmorevaluethantheyactuallydo Thesepracticesfallintothreecategories DeceptivepricingDeceptivepromotionDeceptivepackaging Marketing sImpactonIndividualConsumersDeceptivePractices SocialCriticismsofMarketing Response SupportLegislationtoprotectconsumersfromdeceptivepracticesMakelinesclear Isitdeception alluring orpufferythatisjustanexaggerationforeffect ProductsthatareharmfulProductsthatprovidelittlebenefitProductsthatarenotmadewell Marketing sImpactonIndividualConsumersDeceptivePractices SocialCriticismsofMarketing High PressureSelling Marketing sImpactonIndividualConsumersDeceptivePractices SocialCriticismsofMarketing Shoddy Harmful orUnsafeProducts Marketing sImpactonIndividualConsumersDeceptivePractices SocialCriticismsofMarketing PlannedObsolescence Marketing sImpactonIndividualConsumersDeceptivePractices SocialCriticismsofMarketing PoorServicetoDisadvantagedConsumers Marketing sImpactonIndividualConsumersDeceptivePractices SocialCriticismsofMarketing Marketing sImpactonSocietyasaWhole SocialCriticismsofMarketing FalseWantsandTooMuchMaterialism Marketing sImpactonSocietyasaWhole SocialCriticismsofMarketing TooFewSocialGoods Marketing sImpactonSocietyasaWhole SocialCriticismsofMarketing CulturalPollution Marketing sImpactonSocietyasaWhole SocialCriticismsofMarketing AcquisitionofcompetitorsUnfaircompetitivemarketingpractices Marketing sImpactonOtherBusinesses ConsumerActionstoPromoteSustainableMarketing Consumerismistheorganizedmovementofcitizensandgovernmentagenciestoimprovetherightsandpowerofbuyersinrelationtosellers ConsumerActionstoPromoteSustainableMarketing Traditionalbuyers rightsinclude TherightnottobuyaproductthatisofferedforsaleTherighttoexpecttheproducttobesafeTherighttoexpecttheproducttoperformasclaimedComparingtheserights manybelievethatthebalanceofpowerliesontheseller sside Consumerism ConsumerActionstoPromoteSustainableMarketing Advocatescallfor TherighttobewellinformedaboutimportantaspectsoftheproductTherighttobeprotectedagainstquestionableproductsandmarketingpracticesTherighttoinfluenceproductsandmarketingpracticesinwaysthatwillimprovethe qualityoflife Therighttoconsumenowinawaythatwillpreservetheworldforfuturegenerationsofconsumers Consumerism Environmentalismisanorganizedmovementofconcernedcitizens businesses andgovernmentagenciestoprotectandimprovepeople slivingenvironment ConsumerActionstoPromoteSustainableMarketing ConsumerActionstoPromoteSustainableMarketing Environmentalsustainabilityisgettingprofitswhilehelpingtosavetheplanet Environmentalism ConsumerActionstoPromoteSustainableMarketing PollutionpreventionProductstewardshipDesignforenvironment DFE NewcleantechnologiesSustainabilityvision EnvironmentalismEnvironmentalSustainability ConsumerActionstoPromoteSustainableMarketing PollutionpreventioninvolvesnotjustcleaningupwastebutalsoeliminatingorminimizingwastebeforeitiscreatedProductstewardshipinvolvesminimizingthepollutionfromproductionandallenvironmentalimpactthroughoutthefullproductlifecycleDesignforenvironment DFE involvesthinkingaheadtodesignproductsthatareeasiertorecover reuse orrecycle EnvironmentalismEnvironmentalSustainability ConsumerActionstoPromoteSustainableMarketing NewcleantechnologiesinvolvelookingaheadandplanningnewtechnologiesforcompetitiveadvantageSustainabilityvisionisaguidetothefuturethatshowsthecompanythatthecompany sproducts process andpoliciesmustevolveandwhatisneededtogetthere EnvironmentalismEnvironmentalSustainability BusinessActionsTowardSustainableMarketing SustainableMarketingPrinciples BusinessActionsTowardSustainableMarketing Viewmarketingactivitiesfromtheconsumer spointofviewDeliversuperiorvalue Consumer OrientedMarketing BusinessActionsTowardSustainableMarketing Investincustomer valuebuildingmarketingCreatevalueFORcustomers Customer ValueMarketing BusinessActionsTowardSustainableMarketing Companyseeksrealproductandmarketingimprovements InnovativeMarketing BusinessActionsTowardSustainableMarketing Definemissioninbroadsocialtermsratherthannarrowproductterms Sense of MissionMarketing BusinessActionsTowardSustainableMarketing Companyconsiders Customer swantsandinterestsCompany sownrequirementsSociety slong runinterests SocietalMarketing BusinessActionsTowardSociallyResponsibleMarketing Corporatemarketingethicsarebroadguidelinesthateveryoneintheorganizationmustfollowthatcoverdistributorrelations advertisingstandards customerservice pricing productdevelopment andgeneralethicalstandards MarketingEthics BusinessActionsTowardSociallyResponsibleMarketing Whoshouldguidecompanies Thefreemarketandthelegalsystem Individualcompaniesandmanagers MarketingEthics BusinessActionsTowardSociallyResponsibleMarketing Goesbeyondcaringfortheneedsoftoday scustomersandhasconcernfortomorrow scustomersandthebroaderworld TheSustainableCompany Allrightsreserved Nopartofthis