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Marketing: An Introduction Marketing and Society: Social Responsibility and Marketing Ethics •Chapter Sixteen •Lecture Slides –Express Version •Course •Professor •Date Marketing: An Introduction Looking Ahead • After studying this chapter you should be able to: • Identify the major social criticisms of marketing • Define consumerism and environmentalism and explain how they affect marketing strategies • Describe the principles of socially responsible marketing • Explain the role of ethics in marketing 16-2 ©Copyright 2004, Pearson Education Canada Inc. Marketing: An Introduction Social Criticisms of Marketing • Impact on individual consumer welfare: – High prices due to costs of distribution, advertising, and excessive markups – Deceptive practices: pricing, promotion – High-pressure selling – Shoddy or unsafe products – Planned obsolescence – Poor service to disadvantaged customers • Impact on society: – – – – 16-3 Creating false wants Too few social goods Cultural pollution Too much political power ©Copyright 2004, Pearson Education Canada Inc. Marketing: An Introduction Social Criticisms of Marketing • Impact on other businesses: – – – – 16-4 Harming competitors Reducing competition through acquisitions Practices that create barriers to entry Unfair competitive marketing practices ©Copyright 2004, Pearson Education Canada Inc. Marketing: An Introduction Consumerism • Consumerism: – An organized movement of citizens and government agencies – Protect the rights and power of buyers • Consumers’ Association of Canada (CAC) – – – – – – 16-5 The right to safety The right to be informed The right to choose The right to be heard The right to redress against damage The right to consumer education ©Copyright 2004, Pearson Education Canada Inc. Marketing: An Introduction Environmentalism • Environmentalism: – An organized movement of citizens, businesses, and government agencies – Protect and improve peoples’ living environment – The marketing system’s goal should be to maximize life quality, rather than consumption, choice, or satisfaction – Government regulation to support these goals • Environmental sustainability: – Strategies to sustain the environment and product profits for the company 16-6 ©Copyright 2004, Pearson Education Canada Inc. Marketing: An Introduction The Environmental Sustainability Grid Tomorrow Today New environmental technology Sustainability vision Is the environmental performance of our products limited by our existing technology base? Does our corporate vision direct us toward the solution of social and environmental problems? Is there potential to realize major improvements through new technology? Does our vision guide the development of new technologies, markets, products, and processes? Pollution prevention Product stewardship Where are the most significant waste and emission streams from our current operations? Where are the implications for product design and development if we assume responsibility for its entire life cycle? Can we lower costs and risks by eliminating waste at the source or by using it as useful input? Can we add value or lower costs while simultaneously reducing the impact of our products? Internal External Source: S.L. Hart in The Harvard Business Review, 1997 16-7 ©Copyright 2004, Pearson Education Canada Inc. Figure 16-1 Marketing: An Introduction Legal Issues Facing Marketing Management Selling decisions Product/packaging decisions Bribing? Stealing trade secrets? Disparaging customers? Misrepresenting? Disclosure of customer rights? Unfair discrimination? Product additions/deletions? Patent protection? Product quality, safety? Product warranty? Fair packaging and labelling? Excessive cost? Scarce resources? Pollution? Advertising decisions Price decisions False advertising? Deceptive advertising? Bait-and-switch advertising? Promotional allowances and services? Price fixing? Predatory pricing? Price discrimination? Minimum pricing? Price increases? Deceptive pricing? Channel decisions Competitive relations decisions Exclusive dealing? Exclusive territorial distributorship? Tying agreements? Dealers’ rights? Anti-competitive acquisition? Barriers to entry? Predatory competition? 16-8 ©Copyright 2004, Pearson Education Canada Inc. Figure 16-2 Marketing: An Introduction Socially Responsible Marketing • Five principles of enlightened marketing: – – – – – 16-9 Consumer-oriented marketing Innovative marketing Value marketing Sense-of-mission marketing Societal marketing • Deficient products • Pleasing products • Salutary products • Desirable products ©Copyright 2004, Pearson Education Canada Inc. Marketing: An Introduction Looking Back • Major social criticisms of marketing • Consumerism and environmentalism • Principles of socially responsible marketing • Role of ethics in marketing 16-10 ©Copyright 2004, Pearson Education Canada Inc.