Marketing and Society: Social Responsibility and Marketing Ethics营销与社会：社会责任和营销伦理Objectives 目标Know the major social Know the major social criticisms of marketing.criticisms of marketing.Be able to define Be able to define consumerism and consumerism and environmentalism and know environmentalism and know how they affect marketing how they affect marketing strategies.strategies.Learn the principles of Learn the principles of socially responsible marketing.socially responsible marketing.Learn the role of ethics in Learn the role of ethics in marketing.marketing.明确关于市场营明确关于市场营销主要的社会评销主要的社会评判判定义消费者保护定义消费者保护主义和环境保护主义和环境保护主义，并解释它主义，并解释它们对营销策略的们对营销策略的影响影响描述社会营销原描述社会营销原理理解释市场营销中解释市场营销中道德规范的作用道德规范的作用1Only used organic Only used organic Only used organic Only used organic fruits and hormone-fruits and hormone-fruits and hormone-fruits and hormone-free milk free milk free milk free milk Bought from socially Bought from socially Bought from socially Bought from socially disadvantaged and disadvantaged and disadvantaged and disadvantaged and minority suppliersminority suppliersminority suppliersminority suppliersDonated 7.5% of Donated 7.5% of Donated 7.5% of Donated 7.5% of pretax profits to pretax profits to pretax profits to pretax profits to good causesgood causesgood causesgood causesNatural-ingredient Natural-ingredient Natural-ingredient Natural-ingredient based cosmetics based cosmetics based cosmetics based cosmetics formulated without formulated without formulated without formulated without animal testinganimal testinganimal testinganimal testingDonated a percentage Donated a percentage Donated a percentage Donated a percentage of profits to animal-of profits to animal-of profits to animal-of profits to animal-rights groups and rights groups and rights groups and rights groups and homeless sheltershomeless sheltershomeless sheltershomeless sheltersBen & Jerrys . The Body ShopCase Study 案例研究2Growth and profits Growth and profits Growth and profits Growth and profits flattened for both flattened for both flattened for both flattened for both firms in the 1990sfirms in the 1990sfirms in the 1990sfirms in the 1990s2000: Ben & Jerrys 2000: Ben & Jerrys 2000: Ben & Jerrys 2000: Ben & Jerrys was acquired by was acquired by was acquired by was acquired by UnileverUnileverUnileverUnilever; profit ; profit ; profit ; profit driven management driven management driven management driven management is now in charge of is now in charge of is now in charge of is now in charge of the Body Shop.the Body Shop.the Body Shop.the Body Shop.Lessons learned: Lessons learned: Lessons learned: Lessons learned: What you sell is What you sell is What you sell is What you sell is importantimportantimportantimportant Be proud to be in Be proud to be in Be proud to be in Be proud to be in business business business business Make a solid Make a solid Make a solid Make a solid commitment to change commitment to change commitment to change commitment to change Focus on two bottom Focus on two bottom Focus on two bottom Focus on two bottom lineslineslineslines Forget the hype Forget the hype Forget the hype Forget the hype Ben & Jerrys . The Body ShopCase Study 案例研究3Social Criticisms of Marketing社会对于营销的批评Marketings Impact Marketings Impact on Individual on Individual ConsumersConsumers High PricesHigh Pricesvv High costs of High costs of distributiondistributionvv High advertising and High advertising and promotion costspromotion costsvv Excessive markups Excessive markups营销对个体消费者的影响定价过高定价过高vv高成本的分销高成本的分销vv高成本的广告和高成本的广告和促销促销vv过多毛利过多毛利4Social Criticisms of Marketing社会对于营销的批评Marketings Impact Marketings Impact on Individual on Individual ConsumersConsumers Deceptive PracticesDeceptive Practicesvv Pricing Pricing vv Promotion Promotionvv Packaging Packaging High-Pressure SellingHigh-Pressure Selling营销对个体消费者的影响欺诈作为欺诈作为vv定价定价vv促销促销vv包括包括强制买卖强制买卖5Social Criticisms of Marketing社会对于营销的批评Marketings Impact Marketings Impact on Individual on Individual ConsumersConsumers Shoddy or Unsafe Shoddy or Unsafe ProductsProducts Planned Planned ObsolescenceObsolescence Poor Service to Poor Service to Disadvantaged Disadvantaged ConsumersConsumers营销对个体消费者的影响假冒伪劣或不安假冒伪劣或不安全产品全产品提前淘汰提前淘汰对穷人的恶劣服对穷人的恶劣服务务6Social Criticisms of Marketing社会对于营销的批评Marketings Impact Marketings Impact on Society as a on Society as a WholeWhole False Wants and Too False Wants and Too Much MaterialismMuch Materialism Too Few Social Too Few Social GoodsGoods Cultural PollutionCultural Pollution Too Much Political Too Much Political PowerPower市场营销对整个社会的冲击不实的欲望和物不实的欲望和物质主义质主义社会公共财物太社会公共财物太少少文化污染文化污染政治权势过大政治权势过大7Social Criticisms of Marketing社会对于营销的批评Marketings Impact on Other BusinessesAcquisitions of Acquisitions of CompetitorsCompetitorsMarketing PracticesMarketing PracticesCreating Barriers to Creating Barriers to EntryEntry营销对其它商家的冲击降低竞争度降低竞争度营销惯例营销惯例创造进入障碍创造进入障碍8Citizen & Public Actions to Regulate Marketing公民和公从众规范营销行为的活动ConsumerismConsumerism Traditional Sellers Traditional Sellers RightsRights Traditional Buyers Traditional Buyers RightsRights Additional Rights Additional Rights Proposed by Consumer Proposed by Consumer AdvocatesAdvocatesvv Each proposed right has Each proposed right has led to more led to more specific proposals by specific proposals by consumeristsconsumerists消费者保护主义传统的销售商权利传统的销售商权利传统的消费者权利传统的消费者权利消费者呼吁增加的消费者呼吁增加的权利权利vv每一个提议的权利每一个提议的权利都会带来消费者保都会带来消费者保护主义者更多的建护主义者更多的建议议9EnvironmentalismEnvironmental Environmental SustainabilitySustainabilityvv Pollution prevention Pollution preventionvv Product stewardship Product stewardshipvv New environmental New environmental technologytechnologyvv Sustainability vision Sustainability vision环境保护主义环境可持续发展环境可持续发展vv污染预防污染预防vv产品功用产品功用vv新的环保技术新的环保技术vv可持续发展理念可持续发展理念Citizen & Public Actions to Regulate Marketing公民和公从众规范营销行为的活动10Public Actions to Regulate Public Actions to Regulate MarketingMarketing Major legal issues affect Major legal issues affect every area of marketing every area of marketing management, including:management, including:vv Selling and advertising decisions Selling and advertising decisionsvv Channel decisions Channel decisionsvv Product decisions Product decisionsvv Packaging decisions Packaging decisionsvv Price decisions Price decisionsvv Competitive reaction decisions Competitive reaction decisions规范市场营销的公众规范市场营销的公众行为行为 营销管理的各方法都营销管理的各方法都受法规的影响，包括：受法规的影响，包括：vv销售和广告决策销售和广告决策vv分销渠道决策分销渠道决策vv产品决策产品决策vv包括决策包括决策vv价格决策价格决策vv竞争关系决策竞争关系决策Citizen & Public Actions to Regulate Marketing公民和公从众规范营销行为的活动11Consumer-Oriented Consumer-Oriented MarketingMarketingInnovative MarketingInnovative MarketingValue MarketingValue MarketingSocietal MarketingSocietal MarketingSense-of-Mission Sense-of-Mission MarketingMarketing顾客导向的市场营销顾客导向的市场营销创新性市场营销创新性市场营销价值营销价值营销社会营销社会营销使命感导向的市场营使命感导向的市场营销销Enlightened Marketing启迪营销启迪营销12Business Actions Toward Socially Responsible Marketing走向对社会负责的市场营销Enlightened Enlightened MarketingMarketing Customer-Oriented Customer-Oriented Marketing:Marketing:vv Companies view and Companies view and organize their organize their marketing activities marketing activities from the consumers from the consumers point of view.point of view. Innovative Innovative Marketing:Marketing:vv Companies seek real Companies seek real product and marketing product and marketing improvements. improvements.启迪营销顾客导向的市场营顾客导向的市场营销：销：vv公司从顾客的观点公司从顾客的观点来看待并组织它的来看待并组织它的市场营销活动市场营销活动创新营销：创新营销：vv公司不断寻求真正公司不断寻求真正的产品和营销改进的产品和营销改进13Enlightened MarketingEnlightened Marketing Value Marketing:Value Marketing:vv Companies put most of Companies put most of their resources into their resources into value-building marketing value-building marketing investments.investments. Sense-of-Mission Sense-of-Mission Marketing:Marketing:vv Companies define their Companies define their mission in broad social mission in broad social terms rather than in terms rather than in narrow product terms.narrow product terms.启迪营销启迪营销 价值营销：价值营销：vv公司将大部分资源放公司将大部分资源放在创立价值的营销投在创立价值的营销投资上。资上。 使命感导向的市场营使命感导向的市场营销：销：vv公司以广泛的社会观公司以广泛的社会观点而非狭窄的产品观点而非狭窄的产品观点来阐述其使命。点来阐述其使命。Business Actions Toward Socially Responsible Marketing走向对社会负责的市场营销14Enlightened MarketingEnlightened Marketing Societal Marketing:Societal Marketing:vv Companies make Companies make marketing decisions marketing decisions by considering consumers by considering consumers wants, the wants, the companys requirements, companys requirements, consumers consumers long-run interests, and long-run interests, and societys societys long-run interests. long-run interests.启迪营销社会营销社会营销vv开明的公司在作开明的公司在作营销决策时，不营销决策时，不仅要考虑消费者仅要考虑消费者的需求和公司需的需求和公司需要，还要考虑消要，还要考虑消费者和社会的长费者和社会的长期利益。期利益。Business Actions Toward Socially Responsible Marketing走向对社会负责的市场营销15Enlightened MarketingSocietal Societal Classification of Classification of ProductsProductsvv Deficient products Deficient productsvv Pleasing products Pleasing productsvv Salutary products Salutary productsvv Desirable Desirable productsproducts启迪营销产品的社会分类产品的社会分类vv缺陷产品缺陷产品vv满意产品满意产品vv有益产品有益产品vv讨好产品讨好产品Business Actions Toward Socially Responsible Marketing走向对社会负责的市场营销16Marketing EthicsMarketing Ethics Corporate Marketing Ethics Corporate Marketing Ethics PoliciesPolicies Guiding Principle in Policy Guiding Principle in Policy DeterminationDeterminationvv Free market and legal system Free market and legal systemvv Individual companies and Individual companies and managersmanagers International Ethical Policies International Ethical Policies are a Special Challengeare a Special Challenge市场营销的道德观公司营销道德准则公司营销道德准则确定准则的指导原确定准则的指导原则则vv自由市场与法制制自由市场与法制制度度vv各个公司和管理者各个公司和管理者道德问题对国际市道德问题对国际市场营销人员提出了场营销人员提出了特殊挑战特殊挑战Business Actions Toward Socially Responsible Marketing走向对社会负责的市场营销17