Transcript Chapter 13
Chapter 13 Consumer Stakeholders: Information Issues and Responses © 2012 South-Western, a part of Cengage Learning 1 Consumer Spending Consumer Expectations • Consumers have decreased their spending in recent years. • Businesses have to fight hard for customers. Firms must pay careful attention to customer stakeholders and their fair treatment. © 2012 South-Western, a part of Cengage Learning 2 The Consumer Movement Consumer Expectations • “Fair value” for money spent • Product that meets “reasonable” expectations • Full disclosure of product specifications • Truthful advertising • Safe products • Removal of dangerous products © 2012 South-Western, a part of Cengage Learning 3 Lessons From the Consumer Movement 1. Achieve a fair and just marketplace for all consumers. 2. Provide public oversight where: • • Corporations lack the incentives to regulate their own behavior. Issue of health, safety and other special concerns. 3. Provide resources, authority, and support for public watchdogs. 4. Intensify the fight for affordable goods and services, fair financial practices, and a chance at a decent standard of living. 5. Curb wasteful overconsumption that threatens the environment. © 2012 South-Western, a part of Cengage Learning 4 Consumer Problems with Business • • • • • • • • • • • • • High prices of products Poor quality of products Failure to live up to advertising claims Hidden fees Poor quality of after-sales service Product breakage Misleading packaging or labeling Feeling that consumer complaints are a waste of time Inadequate guarantees and warranties Failure of company complaint handling Dangerous products Absence of reliable product / service information Not knowing what to do if something is wrong with product © 2012 South-Western, a part of Cengage Learning 5 Advertising Issues Arguments for Advertising Informs consumers Increases consumer satisfaction Arguments Against Advertising It is wasteful and inefficient– and decreases our standard of living Raises the price of products and is an unnecessary business cost Inefficient means of distributing information Ineffective Promotes efficiency in the supply chain Effective at reaching consumers An economical means of High cost reaching consumers © 2012 South-Western, a part of Cengage Learning 6 Advertising Benefits • The lifeblood of the free-enterprise system • Stimulates competition • Provides information for comparison buying • Provides competitive information to competition • Sales response provides a mechanism for immediate feedback • Provides social and economic benefits © 2012 South-Western, a part of Cengage Learning 7 Advertising Abuses Ambiguity Exaggerated Claims Concealment of Facts Psychological Appeals © 2012 South-Western, a part of Cengage Learning 8 Weasel Words Weasel Words • Are inherently vague so companies can claim they were not misleading consumers. Help Like Virtually Up to © 2012 South-Western, a part of Cengage Learning 9 Concealed Facts Concealed Facts • The practice of not telling the whole truth or deliberately not communicating information the consumer ought to have access to in making an informed choice. Hidden Fees Product placement (“stealth advertising”) Plot placement © 2012 South-Western, a part of Cengage Learning 10 Exaggerated Product Claims Exaggerated Claims • Cannot be substantiated by any kind of evidence. 1. Induce people to buy things that do them no good. 2. Result in loss of advertising efficiency as companies match puffery with puffery. 3. Drive out good advertising. 4. Result in consumer loss of faith in product claims. Puffery • A euphemism for hyperbole or exaggeration that usually refers to the use of general superlatives. © 2012 South-Western, a part of Cengage Learning 11 Psychological Appeals Psychological Appeals • Designed to persuade on the basis of human emotions and emotional needs rather than reason. • The products can seldom deliver what the ads promise. Marketers appeal to all our senses, even sound, when making psychological appeals. © 2012 South-Western, a part of Cengage Learning 12 Controversial Advertising Issues Comparative advertising Use of sex in advertising Advertising to children Marketing to the poor Advertising of alcoholic beverages Cigarette advertising Health and environmental claims Ad creep © 2012 South-Western, a part of Cengage Learning 13 Warranties • Initially used by manufacturers to limit the length of time they were responsible for products. • Came to be viewed by consumers as mechanisms to protect the buyer against faulty or defective products. Express Warranty • Promise or affirmation of fact that the seller makes at the time of the sale. Implied Warranty • Unwritten promise that there is nothing wrong with the product and its intended use. © 2012 South-Western, a part of Cengage Learning 14 Warranties (continued) Full Warranty • Covers the entire product. Limited Warranty • Certain parts or types of defects are not covered under the warranty. Extended Warranty • Service plans that lengthen the warranty period and are offered at an additional cost. © 2012 South-Western, a part of Cengage Learning 15 Other Product Information Legislation Equal Credit Opportunity Act • Prohibits discrimination in extending consumer credit. Truth-in-Lending Act • Requires all suppliers of consumer credit to fully disclose all credit terms. Fair Credit Reporting Act • Ensures that consumer-reporting agencies provide information in a manner that is fair and equitable. Fair Debt Collection Practices Act • Regulates the practices of third-party debtcollection agencies. © 2012 South-Western, a part of Cengage Learning 16 The Role of the FTC • • • • Seeks to ensure that the nation’s markets function competitively and are free of undue restrictions. Works to enhance the smooth operation of the marketplace by eliminating unfair or deceptive acts or practices. Efforts are directed toward stopping actions that threaten consumers’ opportunities to exercise informed choice. Undertakes economic analysis to support its law enforcement efforts and to contribute to the policy deliberations of government. © 2012 South-Western, a part of Cengage Learning 17