科特勒 《国际市场营销原理 第16版》ppt_20.pptxVIP

Principles of MarketingKotler and ArmstrongInsert TextbookCover ImageChapter 20:Social Responsibility and EthicsCopyright ? 2016 Pearson Education, Inc.20-1 Social Responsibility and Ethics20-2Copyright ? 2016 Pearson Education, Inc. Learning ObjectivesObjective 1: Define sustainable marketing and discuss its importance.Objective 2: Identify the major social criticisms of marketing. Objective 3: Define consumerism and environmentalism and explain how they affect marketing strategies.Copyright ? 2016 Pearson Education, Inc.20-3Social Responsibility and Ethics Learning ObjectivesObjective 4: Describe the principles of sustainable marketing.Objective 5: Explain the role of ethics in marketing.Copyright ? 2016 Pearson Education, Inc.20-4Social Responsibility and Ethics Learning Objective 1Define sustainable marketing and discuss its importance.Sustainable MarketingCopyright ? 2016 Pearson Education, Inc.20-5Social Responsibility and Ethics Meeting the needs of consumers while preserving the ability of future generations to meet their needsSustainable MarketingCopyright ? 2016 Pearson Education, Inc.20-6 Learning Objective 1Define sustainable marketing and discuss its importance.Copyright ? 2016 Pearson Education, Inc.20-7Social Responsibility and Ethics Learning Objective 2Identify the major social criticisms of marketing. Social Criticisms of MarketingCopyright ? 2016 Pearson Education, Inc.20-8Social Responsibility and Ethics Social Criticisms of MarketingMarketing’s Impact on Individual ConsumersHigh pricesDeceptive practicesHigh-pressure sellingShoddy, harmful, or unsafe productsPlanned obsolescencePoor service to disadvantaged consumers20-9Copyright ? 2016 Pearson Education, Inc. Complaint: Prices are too high due to high costs of:distributionadvertising and promotionexcessive mark-upsResponse: Intermediaries are important and offer value.Advertising informs buyers of availability and merits of a brand.Consumers don’t understand the cost of doing business.Marketin