社會責任和營銷理論

MarketingandSociety:SocialResponsibilityandMarketingEthics營銷與社會：社會責任和營銷倫理0Objectives目標Knowthemajorsocialcriticismsofmarketing.Beabletodefineconsumerismandenvironmentalismandknowhowtheyaffectmarketingstrategies.Learntheprinciplesofsociallyresponsiblemarketing.Learntheroleofethicsinmarketing.明確關于市場營銷主要的社會評判定義消費者保護主義和環(huán)境保護主義，并解釋它們對營銷策略的影響描述社會營銷原理解釋市場營銷中道德規(guī)范的作用1Onlyusedorganicfruitsandhormone-freemilkBoughtfromsociallydisadvantagedandminoritysuppliersDonated7.5%ofpretaxprofitstogoodcausesNatural-ingredientbasedcosmeticsformulatedwithoutanimaltestingDonatedapercentageofprofitstoanimal-rightsgroupsandhomelesssheltersBen&Jerry’s...TheBodyShopCaseStudy案例研究2Growthandprofitsflattenedforbothfirmsinthe1990’s2000:Ben&Jerry’swasacquiredbyUnilever;profitdrivenmanagementisnowinchargeoftheBodyShop.Lessonslearned:WhatyousellisimportantBeproudtobeinbusinessMakeasolidcommitmenttochangeFocusontwobottomlinesForgetthehypeBen&Jerry’s...TheBodyShopCaseStudy案例研究3SocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonIndividualConsumersHighPricesHighcostsofdistributionHighadvertisingandpromotioncostsExcessivemarkups營銷對個體消費者的影響定價過高高成本的分銷高成本的廣告和促銷過多毛利4SocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonIndividualConsumersDeceptivePracticesPricingPromotionPackagingHigh-PressureSelling營銷對個體消費者的影響欺詐作為定價促銷包括強制買賣5SocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonIndividualConsumersShoddyorUnsafeProductsPlannedObsolescencePoorServicetoDisadvantagedConsumers營銷對個體消費者的影響假冒偽劣或不安全產品提前淘汰對窮人的惡劣服務6SocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonSocietyasaWholeFalseWantsandTooMuchMaterialismTooFewSocialGoodsCulturalPollutionTooMuchPoliticalPower市場營銷對整個社會的沖擊不實的欲望和物質主義社會公共財物太少文化污染政治權勢過大7SocialCriticismsofMarketing

社會對于營銷的批評Marketing’sImpactonOtherBusinessesAcquisitionsofCompetitorsMarketingPracticesCreatingBarrierstoEntry營銷對其它商家的沖擊降低競爭度營銷慣例創(chuàng)造進入障礙8Citizen&PublicActionstoRegulateMarketing

公民和公從眾規(guī)范營銷行為的活動ConsumerismTraditionalSeller’sRightsTraditionalBuyer’sRightsAdditionalRightsProposedbyConsumerAdvocatesEachproposedrighthasledtomore

specificproposalsbyconsumerists消費者保護主義傳統的銷售商權利傳統的消費者權利消費者呼吁增加的權利每一個提議的權利都會帶來消費者保護主義者更多的建議9EnvironmentalismEnvironmentalSustainabilityPollutionpreventionProductstewardshipNewenvironmentaltechnologySustainabilityvision環(huán)境保護主義環(huán)境可持續(xù)發(fā)展污染預防產品功用新的環(huán)保技術可持續(xù)發(fā)展理念Citizen&PublicActionstoRegulateMarketing

公民和公從眾規(guī)范營銷行為的活動10PublicActionstoRegulateMarketingMajorlegalissuesaffecteveryareaofmarketingmanagement,including:SellingandadvertisingdecisionsChanneldecisionsProductdecisionsPackagingdecisionsPricedecisionsCompetitivereactiondecisions規(guī)范市場營銷的公眾行為營銷管理的各方法都受法規(guī)的影響，包括：銷售和廣告決策分銷渠道決策產品決策包括決策價格決策競爭關系決策Citizen&PublicActionstoRegulateMarketing

公民和公從眾規(guī)范營銷行為的活動11Consumer-OrientedMarketingInnovativeMarketingValueMarketingSocietalMarketingSense-of-MissionMarketing顧客導向的市場營銷創(chuàng)新性市場營銷價值營銷社會營銷使命感導向的市場營銷EnlightenedMarketing

啟迪營銷12BusinessActionsTowardSociallyResponsibleMarketing

走向對社會負責的市場營銷EnlightenedMarketingCustomer-OrientedMarketing:Companiesviewandorganizetheirmarketingactivitiesfromtheconsumer’spointofview.InnovativeMarketing:Companiesseekrealproductandmarketing

improvements.啟迪營銷顧客導向的市場營銷：公司從顧客的觀點來看待并組織它的市場營銷活動創(chuàng)新營銷：公司不斷尋求真正的產品和營銷改進13EnlightenedMarketingValueMarketing:Companiesputmostoftheirresourcesinto

value-buildingmarketinginvestments.Sense-of-MissionMarketing:Companiesdefinetheirmissioninbroadsocialtermsratherthaninnarrowproductterms.啟迪營銷價值營銷：公司將大部分資源放在創(chuàng)立價值的營銷投資上。使命感導向的市場營銷：公司以廣泛的社會觀點而非狹窄的產品觀點來闡述其使命。BusinessActionsTowardSociallyResponsibleMarketing

走向對社會負責的市場營銷14EnlightenedMarketingSocietalMarketing:Companiesmakemarketingdecisions

byconsideringconsumers’wants,the

company’srequirements,consumers’

long-runinterests,andsociety’s

long-runinterests.啟迪營銷社會營銷開明的公司在作營銷決策時，不僅要考慮消費者的需求和公司需要，還要考慮消費者和社會的長期利益。BusinessActionsTowardSociallyResponsibleMarketing

走向對社會負責的市場營銷15EnlightenedMarketingSocietalClassificationofProductsDeficientproductsPleasingproductsSalutaryproductsDesirableproducts啟迪營銷產品的社會分類缺陷產品滿意產品有益產品討好產品BusinessActionsTowardSociallyResponsibleMarketing

走向對社會負責的市場營銷16MarketingEthicsCorporateMarketingEthicsPoliciesGuidingPrincipleinPolicyDeterminationFreemarke