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Kinh Doanh Marketing
Marketing - Bán hàng
Lecture Principles of Marketing - Chapter 16: Marketing ethics and social responsibility
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Lecture Principles of Marketing - Chapter 16: Marketing ethics and social responsibility
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Chapter 16 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. | Chapter Sixteen Marketing Ethics and Social Responsibility 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- Copyright 2007, Prentice Hall, Inc. Background Nike has been heavily criticized for NOT being socially responsible. Accusation: use of sweatshops and child labor overseas, and horrible working conditions. Accusation: targeting low-income families by making shoes an expensive status symbol for poor urban street kids. Nike – Socially Responsible? Case Study Behavior Code of conduct and six-point plan ensures more socially responsible labor practices & commissioned an independent study of Nike factories abroad. Created a huge social responsibility department and publishes CRS report. Donates more than $37 million to sports programs and 3% of earnings to charity. 16- Copyright . | Chapter Sixteen Marketing Ethics and Social Responsibility 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- Copyright 2007, Prentice Hall, Inc. Background Nike has been heavily criticized for NOT being socially responsible. Accusation: use of sweatshops and child labor overseas, and horrible working conditions. Accusation: targeting low-income families by making shoes an expensive status symbol for poor urban street kids. Nike – Socially Responsible? Case Study Behavior Code of conduct and six-point plan ensures more socially responsible labor practices & commissioned an independent study of Nike factories abroad. Created a huge social responsibility department and publishes CRS report. Donates more than $37 million to sports programs and 3% of earnings to charity. 16- Copyright 2007, Prentice Hall, Inc. Criticisms of Marketing High prices Deceptive practices High-pressure selling Shoddy, harmful, or unsafe products Planned obsolescence Poor service to disadvantaged consumers 16- Copyright 2007, Prentice Hall, Inc. High Prices Caused by: High costs of distribution High advertising and promotion costs Excessive markups 16- Copyright 2007, Prentice Hall, Inc. Deceptive Practices Deceptive Pricing: Falsely advertising “factory” or “wholesale” prices or large reductions from phony high retail list prices. Deceptive Promotion: Overstating a product’s features or performance, running rigged contests. Deceptive Packaging: Exaggerating package contents through subtle design, using misleading labeling, etc. 16- Copyright 2007, Prentice Hall, Inc. High-Pressure Selling Salespeople are trained to deliver smooth, canned talks to entice purchase. High-pressure selling persuades people to buy goods they had no intention of buying. High-pressure selling can occur .
TÀI LIỆU LIÊN QUAN
Lecture Principles of Marketing - Chapter 17: Direct and online marketing
Lecture Principles of Marketing - Chapter 4: Managing Marketing information
Lecture Principles of Marketing - Chapter 14: Marketing in the digital age
Lecture Principles of Marketing - Chapter 20: Sustainable marketing social responsibility and ethics
Lecture Principles of Marketing - Chapter 1: Marketing - Managing profitable customer relationships
Lecture Principles of Marketing - Chapter 3: The marketing environment
Lecture Principles of Marketing - Chapter 10: Marketing channels and supply chain management
Lecture Principles of Marketing - Chapter 16: Marketing ethics and social responsibility
Lecture Principles of Marketing - Chapter 4: Managing Marketing information to gain customer insights
Lecture Principles of Marketing - Chapter 2: Company and Marketing strategy
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