Chapter2consumerandsocialwellbeing汇编.pptx

Chapter2: Consumer and Social Well-Being 2016-09-20 Chapter objectives Ethical business is good business Marketers have an obligation to provide safe and functional products as part of their business activities Consumer behavior impacts directly on major public policy issues that confront our society Consumer behavior can be harmful to individuals and to society 把梳子卖给和尚 从技巧上讲，绝对值得学习。完成了看似不可能完成的事情。 从伦理上讲： 1、只强调自己的卖，没有考虑用户的真实需求 2、违背社会的常理，亵渎了佛教的精神 3、利用人性的善良来获利 1、Business Ethics And Consumer Rights 50% consumer are willing to pay more for goods and services from companies that have implemented programs to give back to society Consumers think better of the products a firm sells when the organization behavior ethically 光环效应 Business ethics Business ethics are rules of conduct that guide actions in the marketplace--the standards against which most people in a culture judge what is right and what is wrong, good or bad. Universal values: honesty, trustworthiness, fairness, respect, justice, integrity, concern for others, accountability, and loyalty But just what is ethical behavior? Sometimes its not easy to tell. 1-6 Green consumption 1-6 1-7 4/11/2017 Copyright ? 2011 Pearson Education, Inc. publishing as Prentice Hall 1-8 2017-4-11 3.8 Cultural differences in ethics. Bribery in different cultures Mexican Less likely to have formal codes of ethics, more likely to bribe public officials Canadian, American Illegal to bribe foreigners to gain business, 1977 the foreign corrupt practices act Japan Germany China acceptable Middle eastern Needs And Wants: Do Marketers Manipulate Consumers? Do marketers give people what they want, or do they tell people what they should want? Who controls the market, companies or consumer? 1-11 1-11 Do Marketers Create Artificial Needs? Need: a basic biological motive Want: one way that society has taught us that the need can be satisfied Objective of marketing: create awareness that needs exist, not to create needs versus 1-12 1-12 A