Embed Size (px)
Citation preview
4
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-1
A Broader Perspective
on Marketing
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-2
CHAPTER OBJECTIVES
1. What is the relationship between marketing and society? How do marketers respond to culture, consumerism, and environmentalism?
2. What are the most important ways laws and regulations affect marketing strategy?
3. What are the ethical responsibilities of marketers?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-3
OBJECTIVE 1
What is the relationship between
marketing and society? How do
marketers respond to culture,
consumerism, and environmentalism?
DEFINED
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-4
A Society is a community, nation, or
group that shares common traditions,
institutions, activities, and interests.
EXPLAINED
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-5
MARKETING AND SOCIETY
Marketing
Encourages Consumption
Embellishes Claims
Environment
Non-profit
Societal Change
Products Satisfy Needs
Offer Access to ProductsThe red ovals (- sign) represent the criticisms
of marketing, while the green ovals (+ sign) represent the positive elements of marketing.
APPLIED
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-6
SOCIETY
Governments
Consumers
Nongovernmental(Watch Dog Groups)
http://www.mycen.com.my/malaysia/ngo.html
Businesses
DEFINED
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-7
Culture is the shared values, beliefs,
and preferences of a particular society.
EXPLAINED
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-8
CULTURE
APPLIED
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-9
CULTURAL INFLUENCERS
Consumerism Environmentalism
Eight Basic Rights of Consumers:
Safety
Be Informed
Choose
Be Heard
Satisfaction of Basic Needs
Redress (Legal Action)
Consumer Education
Healthy Environment
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-10
OBJECTIVE 2
What are the most important ways laws
and regulations affect marketing
strategy?
DEFINED
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-11
Laws are rules of conduct or action
prescribed by an authority, or the
binding customs or practices
of a community.
EXPLAINED
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-12
MARKETING AND THE LAW
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-13
OBJECTIVE 3
What are the ethical responsibilities of
marketers?
DEFINED
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-14
Social Responsibility is concern
for how a person’s (or company’s)
actions might affect the interest of
others.
EXPLAINED
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-15
SOCIAL RESPONSIBILITY
Organization Society
The social marketing concept holds that marketing efforts should be used to improve the lives of individuals.
APPLIED
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-16
CORPORATE SOCIAL RESPONSIBILITY
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4-17
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
