Transcript MAR_6930_Lecture_1_Introduction_Notes

Welcome to Ethics and Public
Policy!
October 25, 2010
Welcome!
• Today’s tasks:
– Introduce ourselves
– Go over the syllabus
– Set the scene for the course
The big questions…
• What are some major consumer problems we
face today?
• How might we (as consumer and as
marketers) go about fixing them?
Consumer problems
• Obesity
– Soon to be the number one preventable cause of
death in the country and then the world
Consumer problems
• Smoking
– 20% of the adult population in the US smokes
• 50 years ago, 50% of men smoked, 30% of women
– 1000 new smokers every day (90% start in high
school)
– 60% of smokers will die due to smoking-related
causes
– The current number one cause of preventable
death in the world
Consumer problems
• Charitable giving
– 89% of households give something
– $1600 is average donation per year
– Accounts for 2.2% of GDP
• An important question:
– Who/what does the money go to?
Consumer problems
Consumer problems
Consumer problems
OR
OR
OR
Corporate problems
Corporate problems
Consumer problems
• Nutrition
– School lunch programs, prepackaged food, affordable food
• Medical decision making
– Pharmaceutical marketing, end of life decisions
• Energy consumption
– Dependence on foreign oil, dependence on fossil fuels
• Financial decision making
– Credit cards, retirement, savings
• Poverty
– Children in poverty, welfare, food stamps, homelessness
• Addiction
– Gambling, drugs, alcohol
• Violence in the media
– Children and video games, movies, TV shows
• And more…
– Product safety, organ donation, sweatshops, developing markets, allocation
of resources…
What is TCR? CSR?
• Transformative Consumer Research
• Research framed by a fundamental problem or
opportunity
– Strives to respect, uphold, and improve life in relation
to the conditions, demands, potential, and effects of
consumption
• Corporate Social Responsibility
• Corporate decision making that takes public
interest into account
– Honoring a triple bottom line: people, planet, profit
Mick, 2006
Shareholder marketing?
Shareholders
The firm
Stakeholder marketing?
Government
Communities
Media
Customers
The firm
Financiers
Specialinterest
groups
Competitors
Employees
Suppliers
Consumer
advocate
groups
Meaningful work
• A year out of this program, what do you
expect your job will be?
• What kind of job contributes the most to
general well-being?
• Practicality aside, if you could be doing
anything 10 years from now, what would it
be?
In this course…
• Two main sections:
– How can we (as firms and as consumers) help
consumers make better choices?
– How can we (as firms and as consumers) help
firms make better choices?
Next time…
• Why do consumers make mistakes?
• What can marketing do to help?