Transcript socially responsive marketing

CHAPTER
1
2
SOCIALLY
RESPONSIVE MARKETING
2-1 The Impact of Marketing
2-2 Criticisms of Marketing
Chapter 2
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2-1
Chapter 2
THE IMPACT OF
MARKETING
GOALS
• Explain how marketing affects businesses.
• Describe marketing’s impact on individuals.
• Discuss ways marketing benefits society.
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Chapter 2
Marketing Affects Businesses
• Critical business function
• Customer satisfaction
Why do businesses that use the
marketing concept benefit more from
marketing?
Businesses that use the marketing concept benefit
more from marketing because they are better able
to determine customer needs, attitudes, likes, and
to reveal answer
dislikes and use Click
that information
to develop
profitable products that meet those needs.
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Chapter 2
Marketing Helps People
• Better products at a lower cost
• Expanded opportunities
What percentage of jobs in the United
States involve the performance of
marketing activities?
Between 25% and 33% of all jobs in the United
States are marketing jobs or have marketing as a
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major job responsibility.
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Chapter 2
Marketing Benefits Society
• New and better products
• Better standards of living
• Improved international trade
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Chapter 2
Benefits of Marketing
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Businesses meet consumer needs
Consumers make better decisions
Natural resources are used more effectively
Standard of living is improved
International trade increases
How does marketing help the
environment?
Marketing helps the environment by fostering the
development of products that satisfy customers’
needs more effectively. As a result, natural
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resources are used efficiently and fewer products
are wasted or disposed of prematurely.
Name at least two things that tend to
occur when the marketing concept is
used effectively.
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Today’s computers are much more
powerful and versatile than those of
even a few years ago. Which of the
following terms best describes today’s
computer prices compared to a few
years ago: much more, more, about
the same, or less?
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Name three marketing jobs.
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Salesperson
Customer service representative
Warehouse employee
Inventory specialist
Marketing researcher
Public relations personnel
Writers and editors
Media relations spokespersons
Distributor
What are some of the ways in which
marketing improves a society’s
standard of living?
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What are some of the ways that
marketing improves international
trade?
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2-2
Chapter 2
CRITICISMS
OF MARKETING
GOALS
• Discuss three common criticisms of marketing.
• Explain how marketing can be used to solve
social problems.
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Chapter 2
Common Complaints
• Marketing causes unneeded purchases
• Marketing wastes money
• Marketing is not always needed
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Chapter 2
Product Price
The Typical
Costs of Marketing
Average cost
of sales and
advertising
(2–10%)
Average
cost of all
marketing
activities
(50%)
Total
product
price
(100%)
Why is a business that is committed to
long-term customer relationships less
likely to use high-pressure sales
tactics?
Businesses that are committed to long-term
relationships are concerned with fully satisfying
customers’ real needs so that they come back
again and again. They have nothing to gain from
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high-pressure sales
tactics which generally are
used to close sales that customers would
otherwise not make and more often than not soon
regret.
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Chapter 2
Marketing Solves Problems
• Marketing increases public awareness
• Marketing helps match supply with demand
If a heat wave in the West is causing
electrical outages, how can marketing
help alleviate the problem?
Electricity can be diverted along the nation’s
power grid from other areas that have excess
supplies and then resold to power companies in
the affected areas.
That
helps answer
the companies with
Click
to reveal
excess power to sell their surplus and operate at
optimum capacity, and at the same time it helps
alleviate the shortage.
On average marketing costs represent
what percentage of the price that a
consumer pays for a product?
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On average, the cost of sales and
promotions represent what percentage
of the price that a consumer pays for a
product?
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If sellers do not perform certain
marketing functions why doesn’t that
reduce the final cost of a product to
the consumer?
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Name several public awareness
campaigns that are intended to
benefit society.
If cranberry growers were suffering
from an oversupply of cranberries that
slashed prices and threatened to put
them out of business, how could
marketing help them?
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