市场营销学（英文版第15版）课件 ch-16-Sustainable Marketing Social Responsibility and Ethics

Marketing:AnIntroductionFifteenthEditionChapter16SustainableMarketing:SocialResponsibilityandEthicsCopyright©2023,2020,2017PearsonEducation,Inc.AllRightsReservedObjectivesOutline(1of2)16.1Definesustainablemarketinganddiscussitsimportance.16.2Identifythemajorsocialcriticismsofmarketingandsomecounterarguments.ObjectivesOutline(2of2)16.3Understandhowconsumer,societal,andcorporateforcesdrivesustainablemarketingstrategy.16.4Understandhowtobuildasustainablemarketingorganization.FirstStop:Patagonia’s“ConsciousConsumption”:TellingConsumerstoBuyLessBalancingpurposeagainstprofits:Afor-profitfirmtellingcustomerstobuylesssoundscrazy.Butit’srightinlinewithPatagonia’sreasonforbeing—”tosaveourplanet.”ObjectiveOutline16.1Definesustainablemarketinganddiscussitsimportance.Figure16.1

SustainableMarketingSustainableMarketingSustainability:McDonald’shasrespondedtosustainabilitychallengesbydiversifyingintosalads,fruits,grilledchicken,low-fatmilk,andotherhealthyfare,includingHappyMealsofferingmorebalancedfoodcomponentswithsimpleringredients.ObjectiveOutline16.1SummarySustainablemarketing—meetingpresentneedswhilepreservingtheabilityoffuturegenerationstomeettheirneedsSustainablemarketingcallsforsociallyandenvironmentallyresponsibleactionsSustainablemarketingrequiresconsumers,companies,publicpolicymakers,andotherstoworktogetherObjectiveOutline16.2Identifythemajorsocialcriticismsofmarketingandsomecounterarguments.SocialCriticismsofMarketingImpactonIndividualConsumersImpactonSocietyasaWholeImpactonOtherBusinessesMarketing’sImpactonIndividualConsumers(1of2)HighpricesDeceptivepracticesHigh-pressuresellingShoddy,harmful,orunsafeproductsPlannedandperceivedobsolescencePoorservicetodisadvantagedconsumersMarketing’sImpactonIndividualConsumers(2of2)Aheavilypromotednationalbrandsellsformuchmorethanavirtuallyidenticalnon-brandedorstore-brandedproduct.Criticschargethatpromotionaddsonlypsychologicalvaluetotheproductratherthanfunctionalvalue.Marketing’sImpactonSocietyasaWhole(1of2)FalseWantsandTooMuchMaterialismTooFewSocialGoodsCulturalPollutionMarketing’sImpactonSocietyasaWhole(2of2)Materialism:Somemarketersareurging“consciousconsumption.”REIclosesitsstoresonBlackFridayandencouragescustomersto#OptOutside.Marketing’sImpactonOtherBusinessesAcquisitionsofcompetitorsMarketingpracticesthatcreatebarrierstoentryUnfaircompetitivemarketingpracticesObjectiveOutline16.2SummaryMajorsocialcriticismsofmarketingImpactonindividualconsumerwelfareImpactonsocietyImpactonotherbusinessesObjectiveOutline16.3Understandhowconsumer,societal,andcorporateforcesdrivesustainablemarketingstrategy.TraditionalRightsSeller’srightsBuyer’srightsTointroduceanyproductinanysizeandstylewithproperwarningsandcontrols,ifnecessaryTobuyaproductthatisofferedforsaleTochargeanypricefortheproductwithoutanydiscriminationToexpecttheproducttobesafeTospendanyamounttopromotetheproductifcompetingfairlyToexpecttheproducttoperformasclaimedTouseanyproductmessagethatisnotmisleadingordishonestBlankTousebuyingincentiveprogramsthatarenotunfairormisleadingBlankProposedConsumerRightsTobewellinformedTobeprotectedagainstquestionableproductsandmarketingpracticesToinfluenceproductsandmarketingpracticestoimprove“qualityoflife”ToconsumeinawaytopreservetheworldforfuturegenerationsofconsumersEnvironmentalismProtectsandimprovespeople’scurrentandfuturelivingenvironmentConcernedwithDamagetotheecosystemLossofrecreationalareasIncreaseinhealthproblemsEnvironmentalsustainability:GeneratingprofitswhilehelpingprotecttheenvironmentFigure16.2

EnvironmentalSustainabilityandSustainableValueSource:BasedonStuartL.Hart,“SustainableValue,”/sustainablevalue.html,October2016.ObjectiveOutline16.3SummaryCitizenactionmovementsConsumerismEnvironmentalismCompaniesareadoptingpoliciesofenvironmentalsustainability.ObjectiveOutline16.4Understandhowtobuildasustainablemarketingorganization.SustainableMarketingPrinciples(1of3)Customer-centricmarketingViewingandorganizingacompany’smarketingactivitiesfromtheconsumer’spointofviewCustomervalue-buildingmarketingPuttingmostofacompany’sresourcesintocustomervalue-buildingmarketinginvestmentsSense-of-missionmarketingDefiningacompany’smissioninbroadsocialtermsSustainableMarketingPrinciples(2of3)Marketingethics:UnderArmour’sCodeofConducturgesallemployeesto“Protectthishouse—Maketherightcall.”regardingissuesofethicsandsocialresponsibility.“It’sassimpleasitsounds.SustainableMarketingPrinciples(3of3)Sense-of-missionmarketing:Pedigreemakesgooddogfoodbutthat'snotwhatthebrandisreallyallabout.Instead,atitscore,thebrandisaboutlovingandcaringfordogs.MarketwithEthics(1of2)Corporatemarketingethicspoliciesshouldbedevelopedbyfirmsasguidelinesforhandlingvariousissuesanddilemmas.DistributorrelationsAdvertisingstandardsCustomerservicePricingProductdevelopmentGeneralethicalstandardsMarketwithEthics(2of2)Principlesareneededtoguidecompaniesandmarketingmanagersonissuesofethicsandsocialresponsibility.Thefreemarketandthelegalsystemshoulddecidesuchissues.Responsibilityisinthehandsofindividualcompaniesandmanagers.Addressingethicshelpsbuildstrongcustomerrelationshipsbasedonhonestyandtrust.Table16.1SomeMorallyDifficultSituationsinMarketing1.YourR&Ddepartmenthaschangedoneofyourcompany’sproductsslightly.Itisnotreally“newandimproved,”butyouknowthatputtingthis

statementonthepackageandinadvertisingwillincreasesales.Whatwouldyoudo?2.Youhavebeenaskedtoaddastripped-downmodeltoyourlinethatcouldbeadvertisedtopullcustomersintothestore.Theproductwon’tbe

verygoodbutsalespeoplewillbeabletoswitchbuyerswhocomeintothestoreuptohigher-pricedunits.Youareaskedtogivethegreenlight

forthestripped-downversion.Whatwouldyoudo?3.Youarethinkingofhiringaproductmanagerwhohasjustleftacompetitor’scompany.Shewouldbemorethanhappytotellyouallthe

competitor’splansforthecomingyear.Whatwouldyoudo?4.Oneofyourtopdealersinanimportantterritoryrecentlyhashadfamilytroublesandhissaleshaveslipped.Itlookslikeitwilltakehimawhile

tostraightenouthisfamilyproblems.Meanwhile,youarelosingmanysales.Legally,onperformancegrounds,youcanterminatethedealer’s

franchiseandreplacehim.Whatwouldyoudo?5.Youhaveachancetowinabigaccountinanothercountrythatwillmeanalottoyouandyourcompany.Thepurchasingagenthintsthata“gift”

wouldinfluencethedecision.Suchgiftsarecommoninthatcountryandsomeofyourcompetitorswillprobablymakeone.Whatwouldyoudo?6.Youhaveheardthatacompetitorhasanewproductfeaturethatwillmakeabigdifferenceinsales.Thecompetitorwilldemonstratethefeature

inaprivatedealermeetingattheannualtradeshow.Youcaneasilysendasnoopertothismeetingtolearnaboutthenewfeature.Whatwould

youdo?7.Youhavetochoosebetweenthreeadvertisingandsocialmediacampaignsoutlinedbyyouragency.Thefirst(a)isasoft-sell,honest,straight-information

campaign.Thesecond(b)usesemotion-loadedappealsthatexaggeratetheproduct’sbenefits.Thethird(c)involvesanoisy,

somewhatirritatingcommercialandpop-upsthataresuretogainaudienceattention.Pretestsshowthatthecampaignsareeffectiveinthe

followingorder:c,b,anda.Whatwouldyoudo?8.Yourcompanyhaspositioneditselfasaresponsiblestewardoftheenvironment.Overthepasttwoyears,ithashighlighteditssuccessfuleffortstogreatlyreducethecarbonfootprintfromitsproductsandprocesses.Thecompanyhasnowcomeupwithanexcitingnewproductthathasexcellentfeaturesandwilllikelybeabestseller.However,thenewproduct’scarbonfootprintoveritslifecycleisfivetimesthatoftheproductitreplaces.Youhavejustbeenpromotedasthemanagerresponsibleformarketingandsellingthenewproduct.Whatwouldyoudo?EthicalNormsSuggestedbytheAmericanMarketingAssociationDonoharmFostertrustinthemarketingsystemEmbraceethicalvaluesFigure16.3

SocietalClassificationofProductsTheSustainableCompanySustainablecompaniescreatevalueforcustomersthroughsocially,environmentally,andethicallyresponsibleactions.Sustainablemarketingprovidesthecontextinwhichcompaniescanbuildprofitablecustomerrelationships.ObjectiveOutline16.4SummaryCompanypoliciesandguidelinesforethicsutilizetwoprinciples:Thefirstprinciplestatesthefreemarketandthelegalsystemshoulddecidesuchissues.Amoreenlightenedprinciple