Criteria for Development of Message Ideas

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Transcript Criteria for Development of Message Ideas

Chapter 17
Marketing, Ethics, and Social
Responsibility in Today’s
Consumer Society
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Objectives~ Ch. 17
1. Distinguish between social and temporal dilemmas, and
explain the search for balance in decisions that can
involve such dilemmas.
2. Define marketing ethics and consumer ethics, and
identify some of the issues that arise from unethical or
deviant acquisition, consumption, and disposition
behaviors.
3. Discuss some of the ways in which consumers and
organizations use marketing for socially responsible
purposes.
4. Describe what consumers can do to resist unwanted
marketing practices.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Addictive Behavior
Usually brought on by chemical dependency
Perceived or chemical dependence on product or
activity
Repeated use of product, even if dangerous
Can be harmful to addicts & those around them
Examples: cigarettes, drugs, alcohol, Internet use
(facebook, eBay), gambling, video games, etc.
You can be addicted to shopping, online shopping,
and other marketplace endeavors
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Compulsive Behavior
Compulsive consumption
Strong emotional component
Compulsive buyers have low self-esteem
How is impulsive consumer behavior different
than compulsive cb?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Theft
Prevalence
– Retail: $37 billion losses
– Nonretail: fraud; pirarcy
Psychological factors affecting
– Temptation to steal
– Ability to rationalize behavior
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Black Markets
“…situations in which consumers pay (often exorbitant
amounts) for items not readily available…sellers are
unauthorized.”
Example: Cuban Cigars
Legal items in short supply
Brands
Illegal items
What are some examples of products on the black
market and are they still “marketed”?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising to Children~ Issues
Did you watch a lot of TV as a child? Did it impact you
positively or negatively?
Issues:
Undeveloped cognitive abilities
Unable to store/retrieve information in long-term memory
Prey on needs
Teach children materialism, act on impulse, immediate
gratification
Do not understand cost
Host selling
Types of products
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising to Children~ Solutions
Solutions to consider:
Parental control
Program/advertising separator
Limits to amount of advertising per hour
Public Service Announcements (PSAs)
Children’s Advertising Review Unit—Better
Business Bureau
Educational initiatives
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Underage Drinking & Smoking
Prevalence
Consequences
Marketing Implications
– Product availability
– Exposure to advertising
– Targeting youth
– Inappropriate message in media/ads
– Warning labels/ads
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Idealized Self-Images
Idealized body images
– Obsessions with thinness
– Thinness, advertising, & self-perceptions = Social
Comparisons Theory
Materialism
– Consumers less satisfied
– Family influences
– “Good life”
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing & Obesity
Link between junk food advertising & childhood obesity
Less guilt in eating low-fat snacks
Underestimate of calorie content of meals
Unhealthy food perceived as tastier
Does marketing/advertising cause obesity?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Privacy
Sources of marketing information
– Tracking purchases
– Applications
– Marketing research
– Public domain
Consumer responses
– Uncomfortable
– Complaints
– Lack of trust
– Data has errors
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing Social Responsibility
Environmentally conscious behavior
– Conservation behavior
– Greenwashing
Charitable behavior
Community involvement
How can marketers motivate people to conserve for
long-term sustainability?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Resistance
Individual resistance—negative word-of-mouth
Advocacy groups—inform public about business
practices
Boycotts
– Avoid purchasing
– Companies held accountable
– Gain publicity
– Hurt company financially
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.