tailieunhanh - Lecture Principles of Marketing - Chapter 16: Marketing ethics and social responsibility

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 .

• Marketing - Bán hàng
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
• Marketing process
• Marketing ethics
• Social responsibility
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing information
• Managing Marketing information
• Marketing in the digital age
• Marketing strategy in the digital age
• Sustainable marketing
• Social criticisms of marketing
• Marketing myopia
• Market segmentation
• Marketing environment
• Demographic environment
• Marketing channels
• Supply chain management
• Customer insights
• Marketing research
• Bài giảng Nguyên lý Marketing
• Integrated direct marketing
• Marketing communicationsm
• Simple marketing system
• Strategic planning
• Planning Marketing
• Personal selling
• Global marketplace
• Global marketing environment
• Global marketing program
• Communicating customer value
• Marketing communications strategy
• Building customer relationships
• Marketing’s role
• Economic environment
• Company’s microenvironment
• Customer driven Marketing strategy
• Market targeting
• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
• Managing the marketing effort
• Marketing management’s ability
• Marketing department plan
• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system