社会责任和营销理论.pptVIP

Marketing and Society: Social Responsibility and Marketing Ethics 营销与社会：社会责任和营销伦理 Objectives 目标 Know the major social criticisms of marketing. Be able to define consumerism and environmentalism and know how they affect marketing strategies. Learn the principles of socially responsible marketing. Learn the role of ethics in marketing. 明确关于市场营销主要的社会评判 定义消费者保护主义和环境保护主义，并解释它们对营销策略的影响 描述社会营销原理 解释市场营销中道德规范的作用 Case Study 案例研究 Only used organic fruits and hormone-free milk Bought from socially disadvantaged and minority suppliers Donated 7.5% of pretax profits to good causes Natural-ingredient based cosmetics formulated without animal testing Donated a percentage of profits to animal-rights groups and homeless shelters Case Study 案例研究 Growth and profits flattened for both firms in the 1990’s 2000: Ben Jerry’s was acquired by Unilever; profit driven management is now in charge of the Body Shop. Lessons learned: What you sell is important Be proud to be in business Make a solid commitment to change Focus on two bottom lines Forget the hype Social Criticisms of Marketing社会对于营销的批评 Marketing’s Impact on Individual Consumers High Prices High costs of distribution High advertising and promotion costs Excessive markups 营销对个体消费者的影响 定价过高 高成本的分销 高成本的广告和促销 过多毛利 Social Criticisms of Marketing社会对于营销的批评 Marketing’s Impact on Individual Consumers Deceptive Practices Pricing Promotion Packaging High-Pressure Selling 营销对个体消费者的影响 欺诈作为 定价 促销 包括 强制买卖 Social Criticisms of Marketing社会对于营销的批评 Marketing’s Impact on Individual Consumers Shoddy or Unsafe Products Planned Obsolescence Poor Service to Disadvantaged Consumers 营销对个体消费者的影响 假冒伪劣或不安全产品 提前淘汰 对穷人的恶劣服务 Social Criticisms of Marketing社会对于营销的批评 Marketing’s Impact on Society as a Whole False Wants and Too Much Materialism Too Few Social Goods Cultural Pollution Too Much Political Power 市场营销对整个社会的冲击 不实的欲望和物质主义 社会公共财物太少 文化污染 政治权势过大 Social Criticisms of Marketing社会对于营销的批评 Marketing’s Impact on Other Businesses Acquisitions of Com