人民大2026市场营销原理与实践英文版（第19版）课件ch-20-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter20SustainableMarketing:SocialResponsibilityandEthicsCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives20.1 Definesustainablemarketinganddiscussitsimportance.20.2 Identifythemajorsocialcriticismsofmarketingandsomecounterarguments.20.3 Understandhowconsumer,societal,andcorporateforcesdrivesustainablemarketingstrategy.20.4 Understandhowtobuildasustainablemarketingorganization.

Patagonia’s“ConsciousConsumption”:TellingConsumerstoBuyLessPatagonia’sWornWearReCraftedinitiativecreates“upcycled”productsmadefromstockpiledfabricandbeyond-repairclothingthatwouldotherwiseendupinalandfill.“Thescarstellastory.”CourtesyofPatagonia

LearningObjective1Definesustainablemarketinganddiscussitsimportance.

SustainableMarketing(1of2)Sustainablemarketingissociallyandenvironmentallyresponsiblemarketingthatmeetsthepresentneedsofconsumersandbusinesseswhilealsopreservingorenhancingtheabilityoffuturegenerationstomeettheirneeds.Sustainability:McDonald’shasrespondedtosustainabilitychallengesbydiversifyingintosalads,fruits,grilledchicken,low-fatmilk,andotherhealthyfare,includingHappyMealsofferingmorebalancedfoodcomponentswithsimpleringredients.MichaelNeelon(misc)/AlamyStockPhoto

SustainableMarketing(2of2)Figure20.1SustainableMarketing

LearningObjective2Identifythemajorsocialcriticismsofmarketingandsomecounterarguments

SocialCriticismsofMarketing(1of12)Marketing’sImpactonIndividualConsumersHighpricesDeceptivepracticesHigh-pressuresellingShoddy,harmful,orunsafeproductsPlannedobsolescencePoorservicetodisadvantagedconsumersAheavilypromotednationalbrandsellsformuchmorethanavirtuallyidenticalnon-brandedorstore-brandedproduct.Criticschargethatpromotionaddsonlypsychologicalvaluetotheproductratherthanf