社會责任与营销伦理.pptVIP

Marketing and Society: Social Responsibility and Marketing Ethics;Objectives 目标;Only used organic fruits and hormone-free milk Bought from socially disadvantaged and minority suppliers Donated 7.5% of pretax profits to good causes;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.;Social Criticisms of Marketing社会对于营销的批评;Social Criticisms of Marketing社会对于营销的批评;Social Criticisms of Marketing社会对于营销的批评;Social Criticisms of Marketing社会对于营销的批评;Social Criticisms of Marketing社会对于营销的批评;Citizen Public Actions to Regulate Marketing公民和公从众规范营销行为的活动;Environmentalism Environmental Sustainability Pollution prevention Product stewardship New environmental technology Sustainability vision;Public Actions to Regulate Marketing Major legal issues affect every area of marketing management, including: Selling and advertising decisions Channel decisions Product decisions Packaging decisions Price decisions Competitive reaction decisions;Consumer-Oriented Marketing Innovative Marketing Value Marketing Societal Marketing Sense-of-Mission Marketing ;Business Actions Toward Socially Responsible Marketing走向对社会负责的市场营销;Enlightened Marketing Value Marketing: Companies put most of their resources into  value-building marketing investments. Sense-of-Mission Marketing: Companies define their mission in broad social terms rather than in narrow product terms.;Enlightened Marketing Societal Marketing: Companies make marketing decisions  by considering consumers’ wants, the  company’s requirements, consumers’  long-run interests, and society’s  long-run interests.;Enlightened Marketing Societal Classification of Products Deficient products Pleasing products Salutary products Desirable products;Marketing Ethics Corporate Marketing Ethics Policies Guiding Principle in Policy Determination Free market and legal system Individual companies and managers Internationa