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Marketing Ethics andSocial Responsibility

Chapter 3

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Learning Goals

1. Know the major social criticisms ofmarketing.

2. Be able to dene consmerism anden!ironmentalism and know howthe" a#ect marketing strategies.

3. Learn the principles of sociall"

responsible marketing.$. Learn the role of ethics in

marketing.

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%ocial Criticisms of

&arketing&arketing's (mpact on

(ndi!idal Consmers )igh *rices

)igh costs of distribtion )igh ad!ertising and promotion

costs

+,cessi!e markps

Goal 1: Know the major social criticisms of marketing

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%ocial Criticisms of

&arketing&arketing's (mpact on

(ndi!idal Consmers -ecepti!e *ractices

*ricing *romotion *ackaging

)igh*ressre %elling

Goal 1: Know the major social criticisms of marketing

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%ocial Criticisms of

&arketing&arketing's (mpact on

(ndi!idal Consmers %hodd" or nsafe prodcts *lanned obsolescence

*oor ser!ice to disad!antaged

consmers

Goal 1: Know the major social criticisms of marketing

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%ocial Criticisms of

&arketing&arketing's (mpact on %ociet"

as a /hole 0alse wants and too mch

materialism

oo few social goods

Cltral polltion oo mch political power

Goal 1: Know the major social criticisms of marketing

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%ocial Criticisms of

&arketing&arketing's (mpact on ther

Bsinesses c4isitions of competitors &arketing practices that create

barriers to entr"

5nfair competiti!e marketingpractices

Goal 1: Know the major social criticisms of marketing

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Citi6en 7 *blicctions to 8eglate

&arketingConsmerism

raditional seller's rights

raditional b"er's rights dditional rights proposed b"

consmer ad!ocates

+ach proposed right has led tomorespecic proposals b" consmerists

Goal 2: !e a"le to #e$ne an# %n#erstan# cons%merism an# en&iron

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Citi6en 7 *blicctions to 8eglate

&arketing+n!ironmentalism

n organi6ed mo!ement of

concerned citi6ens9 bsinesses andgo!ernment agencies to protectand impro!e people's li!ingen!ironment

+n!ironmental %stainabilit" *olltion pre!ention *rodct stewardship :ew en!ironmental technolog" %stainabilit" !ision

Goal 2: !e a"le to #e$ne an# %n#erstan# cons%merism an# en&iron

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Citi6en 7 *blicctions to 8eglate

&arketing*blic ctions to 8eglate&arketing

&ajor legal isses a#ect e!er" area ofmarketing management9 inclding; %elling and ad!ertising decisions Channel decisions

*rodct decisions *ackaging decisions *rice decisions Competiti!e reaction decisions

Goal 2: !e a"le to #e$ne an# %n#erstan# cons%merism an# en&iron

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Bsiness ctions oward%ociall" 8esponsible

&arketing+nlightened &arketing

Cstomerriented &arketing;

Companies !iew and organi6e theirmarketing acti!ities from theconsmer's point of !iew.

(nno!ati!e &arketing;

Companies seek real prodct andmarketing impro!ements.

Goal 3: (earn the )rinci)les of sociall* res)onsi"le marketing

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Bsiness ctions oward%ociall" 8esponsible

&arketing+nlightened &arketing

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+nlightened &arketing %ocietal &arketing;

Companies make marketingdecisionsb" considering consmers' wants9the

compan"'s re4irements9consmers'longrn interests9 and societ"'slongrn interests.

Bsiness ctions oward%ociall" 8esponsible

&arketing

Goal 3: (earn the )rinci)les of sociall* res)onsi"le marketing

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Bsiness ctions oward%ociall" 8esponsible

&arketing+nlightened &arketing

%ocietal Classication of

*rodcts -ecient prodcts *leasing prodcts %altar" prodcts

-esirable prodcts

Goal 3: (earn the )rinci)les of sociall* res)onsi"le marketing

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Bsiness ctions oward%ociall" 8esponsible

&arketing&arketing +thics

Corporate marketing ethics policies

-istribtor relations9 ad!ertising standards9cstomer ser!ice9 pricing9 prodctde!elopment and general ethical standards.

Giding principle in polic"determination

0ree market and legal s"stem (ndi!idal companies and managers

(nternational ethical policies are aspecial challenge

Goal 4: (earn the role of ethics in marketing