Transcript LECTURE ETIQUETTE

Welcome to the World of Marketing
Dr. Chun-Tuan Chang
(07)5252000 ext. 4627
Email: [email protected]
LECTURE ETIQUETTE
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COURSE OBJECTIVES
• Knowledge and
Understanding
• Cognitive Skills
• Subject-Specific Skills
• Key Skills
– in exercises and discussions
– in a group project
– examination answers
• 16 Lectures, Exercise,
Assignments, Discussions,
Videos
What is Marketing?
“is a societal process by which
individuals and groups obtain what
they need and want through creating,
offering and freely exchanging products
and services of value with others”
Source: Kotler (2003) p.9
Marketing as an Exchange
Relationship
Something of Value I.e.
money, labour, goods
Seller
Buyer
Something of Value I.e.
goods, services, ideas
Marketing involves Individuals
and Groups (Organizations)
• Final buyers/consumers
– Individuals/Households
• Organisational buyers
–
–
–
–
Industrial companies
Institutions (hospitals, universities)
Profit-making Organisations
Non-Profit Organisations
• This Norwegian ad addresses young people’s smoking attitudes by arousing
strong negative feelings. The ad reads (left panel) “Smokers are more
sociable than others.” (Right panel): “While it lasts.”
Marketing Management from
Transactions...
“the management process responsible
for identifying, anticipating and
satisfying consumers’ requirements
profitability”
Source: Chartered Institute of
Marketing 1991
…to Relationship Marketing
“...is to establish, maintain and enhance
relationships with customers and other
partners, at a profit so that the objectives
of both parties are met. This is achieved
by mutual exchange and the keeping of
promises. Such relationships are usually
but not necessarily always long-term.”
Source: Grönroos (1994) JMM p.355
New Contexts, New
Theories...
• Marketing is highly context-dependent
• Marketing’s context is changing rapidly
and radically:
•
•
•
•
electronic commerce
market diversity
new economics
co-operation
• Marketers need to question relevance of
established thinking to new contexts
Source: Sheth and Sisodia (1999) “Revisiting Marketing’s Lawlike
Generalizations,” Journal of the Academy of Marketing Science
The Societal Marketing Concept
“…to determine the needs and wants and
interests of target markets and to deliver
the desired satisfactions more effectively
and more efficiently than competitors in a
way that preserves or enhances the
consumer’s and the society’s well-being”
Source: Kotler (2000) p.25
Social Responsibility
• What accepted relationships, obligations
and duties exist between the marketing
organisation and society?
– Consumer Issues
– Community Relations
– Environmental Issues
Societal Marketing Orientation
McDonald’s Rain Forest Policy:
We do not, have not and will not purchase
beef from rain forest or recently deforested
rain forest land. Any McDonald supplier
that is found to deviate from this policy or
that cannot prove compliance with it will
be immediately discontinued.
Marketing Ethics
Ethics:
individual moral evaluations of right
and wrong in particular situations
Ethical issues in marketing:
•target markets
•marketing mixes
•consumer/marketing research
•international marketing strategy
Marketing’s Impact on Society
as a Whole
False Wants & Too
Much Materialism
Producing Too Few
Social Goods
Marketing’s Perceived
Negative Impact on
Society as a
Whole
Too Much Political
Power
Cultural Pollution
Marketing’s Impact on Society as a Whole
False Wants & Too
Much Materialism (i.e.,
what you own vs. who
you are).
Too Much Political
Power
Producing Too Few
Social Goods
Cultural Pollution
Cultural Pollution
Our senses are sometimes assaulted by commercial messages.
American Association of Advertising
Agencies
• This ad demonstrates
that advertising can’t
make consumers buy
things that they don’t
need despite highpressure selling.
Influences on Ethical Decisions
Influences On Ethical Decisions
• Individual values, beliefs, philosophies
• Perceptions of situation, alternatives,
consequences
• Organisational environment
• Industry/professional environment
• Cultural environment
Consumerism
Consumerism is an Organized Movement of Citizens
and Government Agencies to Improve the Rights and
Power of Buyers in Relation to Sellers.
Buyers’
Sellers’
Rights
Rights
Consumerism – Buyers’ Rights
The Right Not to Buy a Product Offered for Sale
The Right to Expect the Product to be Safe
The Right to Expect the Product to Perform as Claimed
The Right to Be Well Informed About the Product
The Right to Be Protected Against Questionable Products
The Right to Be Heard About “Quality of Life” Issues
Environmentalism
• An organized
movement of
concerned citizens
and government
agencies to protect
and improve
people’s living
environment.
Environmentalism
Have a
Sustainability
Vision
Plan for New
Environmental
Technologies
Practice
Pollution
Prevention
Adopt Design
for the
Environment
Practices
Practice
Product
Stewardship
Body Shop: Against Animal Testing
（source：Body Shop）
• This is from the newsletter called
‘scoop’ that came with T-Mobile’s
March 2008 billing statement.
When you switch to paperless billing, TMobile, in conjunction with the Arbor
Day Foundation, will plant a tree in
your name in a blighted area of the
United States. The Arbor Day
Foundation, a tree-planting charity
headquartered in Lincoln, Nebraska,
calls it the Restoration Project.
The tree planting is concentrated in the
region around New Orleans devastated
by Hurricane Katrina in 2005 and areas
of Southern California which were
denuded of trees by the fires of 2007.
Environmental Sustainability
• A management
approach that involves
developing strategies
that both sustain the
environment and
produce profits for the
company.
Legal Issues Facing Marketing Management.
Enlightened Marketing
• A marketing philosophy holding that a
company’s marketing should support the
best long-run performance of the marketing
system.
Enlightened Marketing
• Consumer-Oriented Marketing:
– The philosophy of enlightened marketing that
holds that the company should view and organize
its marketing activities from the consumer’s point
of view.
• Innovative Marketing:
– A principle of enlightened marketing that requires
that a company seek real product and marketing
improvements.
Innovative Marketing
Colgate’s Total toothpaste is perhaps the best example of Colgate's
passion for innovation. The breakout brand provides a combination
of benefits, including cavity prevention, tartar control, fresh breath,
and long-lasting effects.
Enlightened Marketing
• Value Marketing:
– A principle of enlightened marketing that holds
that a company should put most of its resources
into value-building marketing investments.
• Sense-of-Mission Marketing:
– A principle of enlightened marketing that holds
that a company should define its mission in broad
social terms rather than narrow product terms.
Societal Classification of Products
• Based on the societal classification
scheme, how would you classify the
following products?
– McDonald’s Big Mac
– A handgun
– Airbags in an automobile
– Daily vitamins
Marketing Ethics
Companies Need to Develop Corporate Marketing
Ethics Policies – Broad Guidelines That Everyone in
the Organization Must Follow and Should Address:
 Distributor Relations
 Advertising Standards
 Customer Service
 Pricing
 Product Development
 General Ethical
Standards
Marketing Ethics
Principles That Should Guide Companies and
Marketing Managers On Issues of Ethics and Social
Responsibility:
Decided by the
Free Market and
Legal System
Responsibility of
Individual
Companies
And Managers
Ethics Programs
PricewaterhouseCoopers
established a
comprehensive ethics
program, which begins
with a code of conduct
called “The Way We Do
Business.” Says PwC’s
CEO, “Ethics is in
everything we say and
do.”
–Should companies follow the axiom
“When In Rome…” when making
ethical decisions in foreign countries?