Transcript Week 1_Chapter 4

4
A Broader
Perspective
on Marketing
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
4-1
C HAPTER O BJECTIVES
1.
What is the relationship between
marketing and society? How do marketers
respond to culture, consumerism, and
environmentalism?
2.
What are the most important ways laws
and regulations affect marketing strategy?
3.
What are the ethical responsibilities of
marketers?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
4-2
O BJECTIVE 1
What is the relationship between
marketing and society? How do
marketers respond to culture,
consumerism, and environmentalism?
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4-3
D
E
F
I
N
E
D
A Society is a community, nation, or
group that shares common traditions,
institutions, activities, and interests.
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4-4
M ARKETING AND S OCIETY
E
X
P
L
A
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N
E
D
Non-profit
Encourages
Consumption
Societal
Change
Embellishes
Claims
Marketing
Products
Satisfy Needs
Environment
The red ovals (- sign) represent the criticisms
of marketing, while the green ovals (+ sign)
represent the positive elements of marketing.
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Offer Access
to Products
4-5
S OCIETY
A
P
P
L
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D
Consumers
Nongovernmental
(Watch Dog Groups)
http://www.mycen.com.
my/malaysia/ngo.html
Governments
Businesses
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D
E
F
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N
E
D
Culture is the shared values, beliefs,
and preferences of a particular society.
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4-7
C ULTURE
E
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P
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A
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N
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D
National
Regional
Local
Subculture
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4-8
C ULTURAL I NFLUENCERS
A
P
P
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E
D
Consumerism
Environmentalism
Eight Basic Rights of Consumers:
Safety
Be Informed
Choose
Be Heard
Satisfaction of Basic Needs
Redress (Legal Action)
Consumer Education
Healthy Environment
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4-9
O BJECTIVE 2
What are the most important ways laws
and regulations affect marketing
strategy?
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4-10
D
E
F
I
N
E
D
Laws are rules of conduct or action
prescribed by an authority, or the
binding customs or practices
of a community.
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4-11
M ARKETING AND THE L AW
E
X
P
L
A
I
N
E
D
False
Advertising
Deceptive
Pricing
Product
Safety
Fairness in
Lending
Nutritional
Labeling
Consumer
Privacy
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4-12
O BJECTIVE 3
What are the ethical responsibilities of
marketers?
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4-13
D
E
F
I
N
E
D
Social Responsibility is concern
for how a person’s (or company’s)
actions might affect the interest of
others.
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S OCIAL R ESPONSIBILITY
E
X
P
L
A
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N
E
D
Organization
Society
The social marketing concept holds that marketing efforts
should be used to improve the lives of individuals.
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4-15
C ORPORATE S OCIAL R ESPONSIBILITY
A
P
P
L
I
E
D
Foster
Trust
Embrace
Ethical
Value
Do No
Harm
Corporate
Social
Responsibility
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4-16
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retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
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4-17