市场营销学课件社会责任与营销伦理.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 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 Competitors Marketing Practices Creating Barriers to Entry 营销对其它商家的冲击 降低竞争度 营销惯例 创造进入障碍 Citizen Public Actions to Regulate Marketing公民和公从众规范营销行为的活动 Consumerism Traditional Seller’s Rights Traditional Buyer’s Rights Additional Rights Proposed by Consumer Advocates Each proposed right has led to more  specific proposals by consumerists 消费者保护主义 传统的销售商权利 传统的消费者权利 消费者呼吁增加的权利 每一个提议的权利都会带来消费者保护主义者更多的建议 Environmentalism Environmental Sustainability Pollution prevention Product stewardship New environmental technology Sustainability vision 环境保护主义 环境可持续发展 污染预防 产品功用 新的环保技术 可持续发展理念 Citizen Public Actions to Regulate Marketing公民和公从众规范营销行为的活动 Publ