Marketing 220 term paper

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Marketing and Society: Social Responsibility and Marketing Ethics

Week 8 Notes MKT 220

Charter Oak State College Principles of Marketing Kevin W. Fitzgerald, 2012

Notes based on Marketing, an Introduction by Gary Armstrong & Philip Kotler

Introduction

Week 8 Notes MKT 220

Responsible marketers discover what consumers want and respond with the right products, priced to give good value to buyers and profit to the producer. A marketing system should sense, serve and satisfy consumer needs and improve the quality of consumers’ lives. In working to meet consumer needs, marketers may take some actions that are not to everyone’s liking or benefit. Marketing managers should be award of the main criticism of marketing.

This Week’s Objectives…

Week 8 Notes MKT 220

At the end of this week you should be able to:

1. Identify the major social criticisms of marketing

2. Define consumerism and environmentalism and explain how they affect marketing strategies.

3. Describe the principles of socially responsible marketing

4. Explain the role of ethics in marketing.

Social Criticisms of Marketing

Week 8 Notes MKT 220

High Prices

Deceptive Practices

High-Pressure Selling

Shoddy or Unsafe Products

Planned Obsolescence

Poor Service to Disadvantaged Consumers

What is a Consumerism?

Week 8 Notes MKT 220

“Consumerism is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.”

-Gary Armstrong & Philip Kotler

Rights of the Consumer Movement

Week 8 Notes MKT 220

Seller’s Rights

•The right to introduce any product in any size and style, provided it is not hazardous to personal health or safety, or if it is, to include proper warnings and controls.

•The right to charge any price for the product, provided no discrimination exits among similar kinds of buyers.

•The right to spend any amount to promote the product, provided it is not defined as unfair competition.

•The right to use any product message, provided it is not misleading or dishonest in content or execution.

•The right to use any buying incentive schemes, provided they are not unfair or misleading.

Rights of the Consumer Movement, cont.

Week 8 Notes MKT 220

Buyer’s Rights

•The right not to buy a product that is offered for sale

•The right to expect the product to be safe.

•The right to expect the product to perform as claimed.

Consumer Advocate’s Buyer’s Rights

•The right to be well informed about important aspects of the product.

•The right to be protected against questionable products and marketing practices.

•The right to influence products and marketing practices in ways that will improve the “quality of life”.

The Environmental Sustainability Grid

Week 8 Notes MKT 220

New Environmental Technology

Is the environmental performance of our products limited by our existing technological base?

Is there a potential to realize major improvements through new

technology?

T o

m o

r r o

ExternalInternal

T o d

a y

Sustainability Vision

Does our corporate vision direct us towards the solution of social and

environmental problems?

Does our vision guide the development of new technologies, markets, products and processes?

Pollution Prevention

Where are the most significant waste and emission streams from

our current operation?

Can we lower costs and risks by eliminating waste at the source or

by using it as useful input?

Product Stewardship

What are the implications for product design and development if

we assume responsibility for a products entire life cycle?

Can we add value or lower costs while simultaneously reducing the

impact of our products?

Example: Recycling

Week 8 Notes MKT 220

McDonald’s uses recyclable bags for their Happy Meals.

To better serve the environment, McDonalds uses recyclable paper products in their Happy Meals and to wrap their products.

Ronald McDonald can be seen running and exercising in new ads, to show the importance of staying healthy.

What is Enlightened Marketing?

Week 8 Notes MKT 220

“Enlightened Marketing is a marketing philosophy holding that a companies marketing should support the best long-run performance of the marketing system.”

-Gary Armstrong & Philip Kotler

Enlightened Marketing

Week 8 Notes MKT 220

Consumer-Oriented Marketing

Innovative Marketing

Value Marketing

Sense-of-mission Marketing

Societal Marketing

Societal Classification of Products

Week 8 Notes MKT 220

Desirable Products

Deficient Products

Salutary Products

Pleasing Products

H ig

HighLow

L o

IMMEDIATE SATISFACTION

L O

N G

- R

U N

O N

S U

M E R

B E N

E F I T

Fitzgerald Fun Fact

Week 8 Notes MKT 220

The Tylenol Disaster

One of the best Public Relations campaigns of all time was during the Tylenol poisoning disaster. Instead of trying to cover it up, or point blame, they immediately took responsibility and held a press conference to tell everyone what was happening. They gained back public trust and continued as an industry leader.

Key Terms

Week 8 Notes MKT 220

•Consumerism

•Consumer-oriented Marketing

•Deficient Products

•Desirable Products

•Enlightened Marketing

•Environmental Sustainability

•Environmentalism

•Innovative Marketing

•Pleasing Products

•Salutary Products