MarketingandSociety SocialResponsibilityandMarketingEthics 营销与社会 社会责任和营销伦理 20 1 Objectives目标 Knowthemajorsocialcriticismsofmarketing Beabletodefineconsumerismandenvironmentalismandknowhowtheyaffectmarketingstrategies Learntheprinciplesofsociallyresponsiblemarketing Learntheroleofethicsinmarketing 明确关于市场营销主要的社会评判定义消费者保护主义和环境保护主义 并解释它们对营销策略的影响描述社会营销原理解释市场营销中道德规范的作用 20 2 Onlyusedorganicfruitsandhormone freemilkBoughtfromsociallydisadvantagedandminoritysuppliersDonated7 5 ofpretaxprofitstogoodcauses Natural ingredientbasedcosmeticsformulatedwithoutanimaltestingDonatedapercentageofprofitstoanimal rightsgroupsandhomelessshelters Ben Jerry s TheBodyShop CaseStudy案例研究 20 3 Growthandprofitsflattenedforbothfirmsinthe1990 s2000 BenprofitdrivenmanagementisnowinchargeoftheBodyShop Lessonslearned WhatyousellisimportantBeproudtobeinbusinessMakeasolidcommitmenttochangeFocusontwobottomlinesForgetthehype Ben Jerry s TheBodyShop CaseStudy案例研究 20 4 SocialCriticismsofMarketing社会对于营销的批评 Marketing sImpactonIndividualConsumersHighPricesHighcostsofdistributionHighadvertisingandpromotioncostsExcessivemarkups 营销对个体消费者的影响定价过高高成本的分销高成本的广告和促销过多毛利 20 5 SocialCriticismsofMarketing社会对于营销的批评 Marketing sImpactonIndividualConsumersDeceptivePracticesPricingPromotionPackagingHigh PressureSelling 营销对个体消费者的影响欺诈作为定价促销包括强制买卖 20 6 SocialCriticismsofMarketing社会对于营销的批评 Marketing sImpactonIndividualConsumersShoddyorUnsafeProductsPlannedObsolescencePoorServicetoDisadvantagedConsumers 营销对个体消费者的影响假冒伪劣或不安全产品提前淘汰对穷人的恶劣服务 20 7 SocialCriticismsofMarketing社会对于营销的批评 Marketing sImpactonSocietyasaWholeFalseWantsandTooMuchMaterialismTooFewSocialGoodsCulturalPollutionTooMuchPoliticalPower 市场营销对整个社会的冲击不实的欲望和物质主义社会公共财物太少文化污染政治权势过大 20 8 SocialCriticismsofMarketing社会对于营销的批评 Marketing sImpactonOtherBusinessesAcquisitionsofCompetitorsMarketingPracticesCreatingBarrierstoEntry 营销对其它商家的冲击降低竞争度营销惯例创造进入障碍 20 9 Citizen PublicActionstoRegulateMarketing公民和公从众规范营销行为的活动 ConsumerismTraditionalSeller sRightsTraditionalBuyer sRightsAdditionalRightsProposedbyConsumerAdvocatesEachproposedrighthasledtomorespecificproposalsbyconsumerists 消费者保护主义传统的销售商权利传统的消费者权利消费者呼吁增加的权利每一个提议的权利都会带来消费者保护主义者更多的建议 20 10 EnvironmentalismEnvironmentalSustainabilityPollutionpreventionProductstewardshipNewenvironmentaltechnologySustainabilityvision 环境保护主义环境可持续发展污染预防产品功用新的环保技术可持续发展理念 Citizen PublicActionstoRegulateMarketing公民和公从众规范营销行为的活动 20 11 PublicActionstoRegulateMarketingMajorlegalissuesaffecteveryareaofmarketingmanagement including SellingandadvertisingdecisionsChanneldecisionsProductdecisionsPackagingdecisionsPricedecisionsCompetitivereactiondecisions 规范市场营销的公众行为营销管理的各方法都受法规的影响 包括 销售和广告决策分销渠道决策产品决策包括决策价格决策竞争关系决策 Citizen PublicActionstoRegulateMarketing公民和公从众规范营销行为的活动 20 12 Consumer OrientedMarketingInnovativeMarketingValueMarketingSocietalMarketingSense of MissionMarketing 顾客导向的市场营销创新性市场营销价值营销社会营销使命感导向的市场营销 EnlightenedMarketing启迪营销 20 13 BusinessActionsTowardSociallyResponsibleMarketing走向对社会负责的市场营销 EnlightenedMarketingCustomer OrientedMarketing Companiesviewandorganizetheirmarketingactivitiesfromtheconsumer spointofview InnovativeMarketing Companiesseekrealproductandmarketingimprovements 启迪营销顾客导向的市场营销 公司从顾客的观点来看待并组织它的市场营销活动创新营销 公司不断寻求真正的产品和营销改进 20 14 EnlightenedMarketingValueMarketing Companiesputmostoftheirresourcesintovalue buildingmarketinginvestments Sense of MissionMarketing Companiesdefinetheirmissioninbroadsocialtermsratherthaninnarrowproductterms 启迪营销价值营销 公司将大部分资源放在创立价值的营销投资上 使命感导向的市场营销 公司以广泛的社会观点而非狭窄的产品观点来阐述其使命 BusinessActionsTowardSociallyResponsibleMarketing走向对社会负责的市场营销 20 15 EnlightenedMarketingSocietalMarketing Companiesmakemarketingdecisionsbyconsideringconsumers wants thecompany srequirements consumers long runinterests andsociety slong runinterests 启迪营销社会营销开明的公司在作营销决策时 不仅要考虑消费者的需求和公司需要 还要考虑消费者和社会的长期利益 BusinessActionsTowardSociallyResponsibleMarketing走向对社会负责的市场营销 20 16 EnlightenedMarketingSocietalClassificationofProductsDeficientproductsPleasingproductsSalutaryproductsDesirableproducts 启迪营销产品的社会分类缺陷产品满意产品有益产品讨好产品 BusinessActionsTowardSociallyResponsibleMarketing走向对社会负责的市场营销 20 17 MarketingEthicsCorporateMarketingEthicsPoliciesGuidingPrincipleinPolicyDeterminationFreemarketandlegalsystemIndividualcompaniesandmanagersInternationalEthicalPoliciesareaSpecialChallenge 市场营销的道德观公司营销道德准则确定准则的指导原则自由市场与法制制度各个公司和管理者道德问题对国际市场营销人员提出了特殊挑战 BusinessActionsTowardSociallyResponsibleMarketing走向对社会负责的市场营销