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1、,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,20-,#,單擊此處編輯母版標(biāo)題樣式,單擊此處編輯母版文本樣式,二級,三級,四級,五級,2020年1月19日星期日8時7分43秒,#,Marketing and Society:Social Responsibility and Marketing Ethics,營銷與社會：社會責(zé)任和營銷倫理,0,Objectives,目標(biāo),Know the major soci

2、al criticisms of marketing.,Be able to define consumerism and environmentalism and know how they affect marketing strategies.,Learn the principles of socially responsible marketing.,Learn the role of ethics in marketing.,明確關(guān)于市場營銷主要的社會評判,定義消費(fèi)者保護(hù)主義和環(huán)境保護(hù)主義，并解釋它們對營銷策略的影響,描述社會營銷原理,解釋市場營銷中道德規(guī)范的作用,1,Only u

3、sed organic fruits and hormone-free milk,Bought from socially disadvantaged and minority suppliers,Donated 7.5%of pretax profits to good causes,Natural-ingredient based cosmetics formulated without animal testing,Donated a percentage of profits to animal-rights groups and homeless shelters,Ben&Jerry

4、s.The Body Shop,Case Study,案例研究,2,Growth and profits flattened for both firms in the 1990s,2000:Ben profit driven management is now in charge of the Body Shop.,Lessons learned:,What you sell is important,Be proud to be in business,Make a solid commitment to change,Focus on two bottom lines,Forget th

5、e hype,Ben&Jerrys.The Body Shop,Case Study,案例研究,3,Social Criticisms of Marketing,社會對于營銷的批評,Marketings Impact on Individual Consumers,High Prices,High costs of distribution,High advertising and promotion costs,Excessive markups,營銷對個體消費(fèi)者的影響,定價過高,高成本的分銷,高成本的廣告和促銷,過多毛利,4,Social Criticisms of Marketing,社

6、會對于營銷的批評,Marketings Impact on Individual Consumers,Deceptive Practices,Pricing,Promotion,Packaging,High-Pressure Selling,營銷對個體消費(fèi)者的影響,欺詐作為,定價,促銷,包括,強(qiáng)制買賣,5,Social Criticisms of Marketing,社會對于營銷的批評,Marketings Impact on Individual Consumers,Shoddy or Unsafe Products,Planned Obsolescence,Poor Service to

7、Disadvantaged Consumers,營銷對個體消費(fèi)者的影響,假冒偽劣或不安全產(chǎn)品,提前淘汰,對窮人的惡劣服務(wù),6,Social Criticisms of Marketing,社會對于營銷的批評,Marketings Impact on Society as a Whole,False Wants and Too Much Materialism,Too Few Social Goods,Cultural Pollution,Too Much Political Power,市場營銷對整個社會的沖擊,不實的欲望和物質(zhì)主義,社會公共財物太少,文化污染,政治權(quán)勢過大,7,Social

8、Criticisms of Marketing,社會對于營銷的批評,Marketings Impact on Other Businesses,Acquisitions of Competitors,Marketing Practices,Creating Barriers to Entry,營銷對其它商家的沖擊,降低競爭度,營銷慣例,創(chuàng)造進(jìn)入障礙,8,Citizen&PublicActionstoRegulateMarketing,公民,和,和公,從,從眾,規(guī),規(guī)范,營,營銷,行,行為,的,的活,動,動,Consumerism,TraditionalSeller,sRights,Tradit

9、ionalBuyersRights,AdditionalRightsProposedbyConsumerAdvocates,Eachproposedrighthasledtomorespecificproposalsbyconsumerists,消費(fèi),者,者保,護(hù),護(hù)主,義,義,傳統(tǒng),的,的銷,售,售商,權(quán),權(quán)利,傳統(tǒng),的,的消,費(fèi),費(fèi)者,權(quán),權(quán)利,消費(fèi),者,者呼,吁,吁增,加,加的,權(quán),權(quán)利,每一,個,個提,議,議的,權(quán),權(quán)利,都,都會,帶,帶來,消,消費(fèi),者,者保,護(hù),護(hù)主,義,義者,更,更多,的,的建,議,議,9,Environmentalism,EnvironmentalSustain

10、ability,Pollutionprevention,Productstewardship,Newenvironmentaltechnology,Sustainabilityvision,環(huán)境,保,保護(hù),主,主義,環(huán)境,可,可持,續(xù),續(xù)發(fā),展,展,污染,預(yù),預(yù)防,產(chǎn)品,功,功用,新的,環(huán),環(huán)保,技,技術(shù),可持,續(xù),續(xù)發(fā),展,展理,念,念,Citizen&PublicActionstoRegulateMarketing,公民,和,和公,從,從眾,規(guī),規(guī)范,營,營銷,行,行為,的,的活,動,動,10,PublicActionstoRegulateMarketing,Majorlegalissue

11、saffecteveryareaofmarketingmanagement,including:,Sellingandadvertisingdecisions,Channeldecisions,Productdecisions,Packagingdecisions,Pricedecisions,Competitivereactiondecisions,規(guī)范,市,市場,營,營銷,的,的公,眾,眾行,為,為,營銷,管,管理,的,的各,方,方法,都,都受,法,法規(guī),的,的影,響,響，,包,包括,：,：,銷售,和,和廣,告,告決,策,策,分銷,渠,渠道,決,決策,產(chǎn)品,決,決策,包括,決,決策,價格,

12、決,決策,競爭,關(guān),關(guān)系,決,決策,Citizen&PublicActionstoRegulateMarketing,公民,和,和公,從,從眾,規(guī),規(guī)范,營,營銷,行,行為,的,的活,動,動,11,Consumer-OrientedMarketing,InnovativeMarketing,ValueMarketing,SocietalMarketing,Sense-of-MissionMarketing,顧客,導(dǎo),導(dǎo)向,的,的市,場,場營,銷,銷,創(chuàng)新,性,性市,場,場營,銷,銷,價值,營,營銷,社會,營,營銷,使命,感,感導(dǎo),向,向的,市,市場,營,營銷,EnlightenedMarket

13、ing,啟迪,營,營銷,12,BusinessActionsTowardSociallyResponsibleMarketing,走向,對,對社,會,會負(fù),責(zé),責(zé)的,市,市場,營,營銷,EnlightenedMarketing,Customer-OrientedMarketing:,Companiesviewandorganizetheirmarketingactivitiesfromtheconsumer,spointofview.,Innovative Marketing:,Companies seek realproductandmarketingimprovements.,啟迪營銷,顧

14、客導(dǎo)向,的,的市場營,銷,銷：,公司從顧,客,客的觀點,來,來看待并,組,組織它的,市,市場營銷,活,活動,創(chuàng)新營銷,：,：,公司不斷,尋,尋求真正,的,的產(chǎn)品和,營,營銷改進(jìn),13,EnlightenedMarketing,Value Marketing:,Companies put most of theirresources intovalue-buildingmarketing investments.,Sense-of-MissionMarketing:,Companies definetheir mission in broadsocial termsratherthaninnar

15、row product terms.,啟迪營銷,價值營銷,：,：,公司將大,部,部分資源,放,放在創(chuàng)立,價,價值的營,銷,銷投資上,。,。,使命感導(dǎo),向,向的市場,營,營銷：,公司以廣,泛,泛的社會,觀,觀點而非,狹,狹窄的產(chǎn),品,品觀點來,闡,闡述其使,命,命。,BusinessActionsTowardSociallyResponsibleMarketing,走向?qū)ι?會,會負(fù)責(zé)的,市,市場營銷,14,EnlightenedMarketing,SocietalMarketing:,Companies make marketingdecisionsbyconsideringconsumers

16、 wants,thecompany,s requirements,consumerslong-run interests,and societyslong-run interests.,啟迪營銷,社會營銷,開明的公,司,司在作營,銷,銷決策時,，,，不僅要,考,考慮消費(fèi),者,者的需求,和,和公司需,要,要，還要,考,考慮消費(fèi),者,者和社會,的,的長期利,益,益。,BusinessActionsTowardSociallyResponsibleMarketing,走向?qū)ι?會,會負(fù)責(zé)的,市,市場營銷,15,EnlightenedMarketing,SocietalClassificationof Products,Deficient products,Pleasingproducts,Salutaryproducts,Desirable products,啟迪營銷,產(chǎn)品的社,會,會分類,缺陷產(chǎn)品,滿意產(chǎn)品,有益產(chǎn)品,討好產(chǎn)品,BusinessActionsTowardSociallyResponsibleMarketing,走向?qū)ι?會,會負(fù)責(zé)的,市,市場營銷,16,Marketing