社会责任与营销伦理

消费者保护主义
传统的销售商权利 传统的消费者权利 消费者呼吁增加的 权利
每一个提议的权利 都会带来消费者保 护主义者更多的建 议
20 - 9
Citizen & Public Actions to Regulate Marketing 公民和公从众规范营销行为的活动
Environmentalism
Enlightened Marketing 启迪营销
Value Marketing:
Companies put most of their resources into valuevalue-building marketing investments.
价值营销：
公司将大部分资源放 在创立价值的营销投 资上。
Environmental Sustainability
Pollution prevention Product stewardship New environmental technology Sustainability vision
环境保护主义
环境可持续发展
污染预防 产品功用 新的环保技术 可持续发展理念
Companies view and organize their marketing activities from the consumer’s point of view.
启迪营销
顾客导向的市场营 销：
公司从顾客的观点 来看待并组织它的 市场营销活动
Innovative Marketing:
Marketing and Society: Social Responsibility and Marketing Ethics
营销与社会：社会责任和营销伦理
Objectives 目标
明确关于市场营 Know the major social 销主要的社会评 criticisms of marketing. 判 Be able to define 定义消费者保护 consumerism and 主义和环境保护 environmentalism and know 主义，并解释它 how they affect marketing 们对营销策略的 strategies. 影响 Learn the principles of 描述社会营销原 socially responsible marketing. 理 Learn the role of ethics in 解释市场营销中 marketing. 道德规范的作用
Sense-ofSense-of-Mission Marketing:
Companies define their mission in broad social terms rather than in narrow product terms.
使命感导向的市场营 销：
公司以广泛的社会观 点而非狭窄的产品观 点来阐述其使命。
Companies seek real product and marketing improvements.
创新营销：
公司不断寻求真正 的产品和营销改进
20 - 13
Business Actions Toward Socially Responsible Marketing 走向对社会负责的市场营销
Acquisitions of Competitors Marketing Practices Creating Barriers to Entry 营销惯例 创造进入障碍
20 - 8
Citizen & Public Actions to Regulate Marketing 公民和公从众规范营销行为的活动
顾客导向的市场营销 创新性市场营销 价值营销 社会营销 使命感导向的市场营 销
20 - 12
Business Actions Toward Socially Responsible Marketing 走向对社会负责的市场营销
Enlightened Marketing
CustomerCustomer-Oriented Marketing:
20 - 10
Citizen & Public Actions to Regulate Marketing 公民和公从众规范营销行为的活动
Public Actions to Regulate 规范市场营销的公众 Marketing 行为
Major legal issues affect every area of marketing management, including:
营销对个体消费 者的影响
欺诈作为
定价 促销 包括
HighHigh-Pressure Selling
强制买卖
20 - 5
Social Criticisms of Marketing 社会对于营销的批评
Marketing’s Impact on Individual Consumers
Shoddy or Unsafe Products Planned Obsolescence Poor Service to Disadvantaged Consumers
Selling and advertising decisions Channel decisions Product decisions Packaging decisions Price decisions Competitive reaction decisions
营销管理的各方法都 受法规的影响，包括：
市场营销对整个 社会的冲击
不实的欲望和物 质主义 社会公共财物太 少 文化污染 政治权势过大
20 - 7
Social Criticisms of Marketing 社会对于营销的批评
Marketing’s Impact 营销对其它商家 on Other 的冲击 Businesses 降低竞争度
营销对个体消费 者的影响
假冒伪劣或不安 全产品 提前淘汰 对穷人的恶劣服 务
20 - 6
Social Criticisms of Marketing 社会对于营销的批评
Marketing’s Impact on Society as a Whole
False Wants and Too Much Materialism Too Few Social Goods Cultural Pollution Too Much Political Power
市场营销的道德观
公司营销道德准则 确定准则的指导原 则
自由市场与法制制 度 各个公司和管理者
International Ethical Policies are a Special Challenge
Marketing Ethics
Corporate Marketing Ethics Policies Guiding Principle in Policy Determination
Free market and legal system Individual companies and managers
Deficient products Pleasing products Salutary products Desirable products
启迪营销
产品的社会分类
缺陷产品 满意产 有益产品 讨好产品
20 - 16
Business Actions Toward Socially Responsible Marketing 走向对社会负责的市场营销
20 - 1
Case Study 案例研究
Ben & Jerry’s ... The Body Shop
Only used organic Natural-ingredient Naturalhormonefruits and hormonebased cosmetics free milk formulated without Bought from socially animal testing disadvantaged and Donated a percentage minority suppliers animalof profits to animal Donated 7.5% of rights groups and pretax profits to homeless shelters good causes
Consumerism
Traditional Seller’s Rights Traditional Buyer’s Rights Additional Rights Proposed by Consumer Advocates
Each proposed right has led to more specific proposals by consumerists
营销对个体消费 者的影响
定价过高
高成本的分销 高成本的广告和 促销 过多毛利
20 - 4
Social Criticisms of Marketing 社会对于营销的批评
Marketing’s Impact on Individual Consumers
Deceptive Practices
Pricing Promotion Packaging
20 - 14
Business Actions Toward Socially Responsible Marketing 走向对社会负责的市场营销
Enlightened Marketing 启迪营销 Societal Marketing: 社会营销
Companies make marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ longlong-run interests, and society’s longlong-run interests.
20 - 3
Social Criticisms of Marketing 社会对于营销的批评
Marketing’s Impact on Individual Consumers
High Prices
High costs of distribution High advertising and promotion costs Excessive markups
开明的公司在作 营销决策时，不 仅要考虑消费者 的需求和公司需 要，还要考虑消 费者和社会的长 期利益。
20 - 15
Business Actions Toward Socially Responsible Marketing 走向对社会负责的市场营销
Enlightened Marketing
Societal Classification of Products
20 - 2
Case Study 案例研究
Ben & Jerry’s ... The Body Shop
Growth and profits Lessons learned: flattened for both What you sell is important firms in the 1990’s Be proud to be in 2000: Ben & Jerry’s business was acquired by Make a solid Unilever; profit commitment to change driven management Focus on two bottom is now in charge of lines the Body Shop. Forget the hype
销售和广告决策 分销渠道决策 产品决策 包括决策 价格决策 竞争关系决策
20 - 11
Enlightened Marketing 启迪营销
Consumer-Oriented ConsumerMarketing Innovative Marketing Value Marketing Societal Marketing Sense-of-Mission Sense-ofMarketing