Response to Environmental Problems Homepage College of 应对的环境问题，大学的主页.pptVIP

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2018-06-18 发布于福建
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Response to Environmental Problems Homepage College of 应对的环境问题，大学的主页.ppt

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Response to Environmental Problems Homepage College of 应对的环境问题，大学的主页

* Regulatory, Ethical, and “Green” Issues in Marketing Communications 3 When Is Regulation Justified? Benefits Consumer choice is improved Product quality tends to improve Reduced prices Costs Enforcement costs Unintended side effects Regulation of Marketing Communications Federal Trade Commission (FTC) The U.S. government agency that has primary responsibility for regulating matters such as deceptive and unfair business practices and advertising Regulation of Deceptive Advertising FTC will find a business practice deceptive “if there is a representation, omission or practice that is likely to mislead the consumer acting reasonably in the circumstances, to the consumer’s detriment.” Elements of Deception Misleading Reasonable consumer Material Misleading? Misleading Reasonable consumer Material Federal Regulation Regulation of deceptive advertising Regulation of unfair practices Information regulation Regulation of product labeling (FDA) Regulation of prescription drug ads (FDA) Information Regulation Corrective advertising A firm that misleads consumers should have to use future advertisements to rectify any deceptive impressions it has created in consumers’ minds Information Regulation Corrective advertising Which firm in 1975 was ordered to spend $10 Mill to correct a misleading campaign? Information Regulation Current Events Which firm in 2005 was ordered by U.S. District Court to halt and remove a misleading claim? What was the claim? Ethical issues in marketing Communications Ethics in our context involves matters of right and wrong, or moral conduct pertaining to any aspect of marketing communications Enhancing Ethical Behavior Two core values Treat customers with respect, concern, and honesty Treat the environment as though it were your own property Ethical issues in marketing Communications See text for ethical issues in: Targeting Advertising Public relations Packaging communications Sales promotions Online marketing communications Cri