,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,20-,#,单击此处编辑母版标题样式,单击此处编辑母版文本样式,二级,三级,四级,五级,2020年1月19日星期日8时7分43秒,#,Marketing and Society:Social Responsibility and Marketing Ethics,营销与社会：社会责任和营销伦理,0,Objectives,目标,Know the major social criticisms of marketing.,Be able to define consumerism and environmentalism and know how they affect marketing strategies.,Learn the principles of socially responsible marketing.,Learn the role of ethics in marketing.,明确关于市场营销主要的社会评判,定义消费者保护主义和环境保护主义，并解释它们对营销策略的影响,描述社会营销原理,解释市场营销中道德规范的作用,1,Only used organic fruits and hormone-free milk,Bought from socially disadvantaged and minority suppliers,Donated 7.5%of pretax profits to good causes,Natural-ingredient based cosmetics formulated without animal testing,Donated a percentage of profits to animal-rights groups and homeless shelters,Ben&Jerrys.The Body Shop,Case Study,案例研究,2,Growth and profits flattened for both firms in the 1990s,2000:Ben profit driven management is now in charge of the Body Shop.,Lessons learned:,What you sell is important,Be proud to be in business,Make a solid commitment to change,Focus on two bottom lines,Forget the hype,Ben&Jerrys.The Body Shop,Case Study,案例研究,3,Social Criticisms of Marketing,社会对于营销的批评,Marketings Impact on Individual Consumers,High Prices,High costs of distribution,High advertising and promotion costs,Excessive markups,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,4,Social Criticisms of Marketing,社会对于营销的批评,Marketings Impact on Individual Consumers,Deceptive Practices,Pricing,Promotion,Packaging,High-Pressure Selling,营销对个体消费者的影响,欺诈作为,定价,促销,包括,强制买卖,5,Social Criticisms of Marketing,社会对于营销的批评,Marketings Impact on Individual Consumers,Shoddy or Unsafe Products,Planned Obsolescence,Poor Service to Disadvantaged Consumers,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,6,Social Criticisms of Marketing,社会对于营销的批评,Marketings 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,7,Social Criticisms of Marketing,社会对于营销的批评,Marketings Impact on Other Businesses,Acquisitions of Competitors,Marketing Practices,Creating Barriers to Entry,营销对其它商家的冲击,降低竞争度,营销惯例,创造进入障碍,8,Citizen&PublicActionstoRegulateMarketing,公民,和,和公,从,从众,规,规范,营,营销,行,行为,的,的活,动,动,Consumerism,TraditionalSeller,sRights,TraditionalBuyersRights,AdditionalRightsProposedbyConsumerAdvocates,Eachproposedrighthasledtomorespecificproposalsbyconsumerists,消费,者,者保,护,护主,义,义,传统,的,的销,售,售商,权,权利,传统,的,的消,费,费者,权,权利,消费,者,者呼,吁,吁增,加,加的,权,权利,每一,个,个提,议,议的,权,权利,都,都会,带,带来,消,消费,者,者保,护,护主,义,义者,更,更多,的,的建,议,议,9,Environmentalism,EnvironmentalSustainability,Pollutionprevention,Productstewardship,Newenvironmentaltechnology,Sustainabilityvision,环境,保,保护,主,主义,环境,可,可持,续,续发,展,展,污染,预,预防,产品,功,功用,新的,环,环保,技,技术,可持,续,续发,展,展理,念,念,Citizen&PublicActionstoRegulateMarketing,公民,和,和公,从,从众,规,规范,营,营销,行,行为,的,的活,动,动,10,PublicActionstoRegulateMarketing,Majorlegalissuesaffecteveryareaofmarketingmanagement,including:,Sellingandadvertisingdecisions,Channeldecisions,Productdecisions,Packagingdecisions,Pricedecisions,Competitivereactiondecisions,规范,市,市场,营,营销,的,的公,众,众行,为,为,营销,管,管理,的,的各,方,方法,都,都受,法,法规,的,的影,响,响，,包,包括,：,：,销售,和,和广,告,告决,策,策,分销,渠,渠道,决,决策,产品,决,决策,包括,决,决策,价格,决,决策,竞争,关,关系,决,决策,Citizen&PublicActionstoRegulateMarketing,公民,和,和公,从,从众,规,规范,营,营销,行,行为,的,的活,动,动,11,Consumer-OrientedMarketing,InnovativeMarketing,ValueMarketing,SocietalMarketing,Sense-of-MissionMarketing,顾客,导,导向,的,的市,场,场营,销,销,创新,性,性市,场,场营,销,销,价值,营,营销,社会,营,营销,使命,感,感导,向,向的,市,市场,营,营销,EnlightenedMarketing,启迪,营,营销,12,BusinessActionsTowardSociallyResponsibleMarketing,走向,对,对社,会,会负,责,责的,市,市场,营,营销,EnlightenedMarketing,Customer-OrientedMarketing:,Companiesviewandorganizetheirmarketingactivitiesfromtheconsumer,spointofview.,Innovative Marketing:,Companies seek realproductandmarketingimprovements.,启迪营销,顾客导向,的,的市场营,销,销：,公司从顾,客,客的观点,来,来看待并,组,组织它的,市,市场营销,活,活动,创新营销,：,：,公司不断,寻,寻求真正,的,的产品和,营,营销改进,13,EnlightenedMarketing,Value Marketing:,Companies put most of theirresources intovalue-buildingmarketing investments.,Sense-of-MissionMarketing:,Companies definetheir mission in broadsocial termsratherthaninnarrow product terms.,启迪营销,价值营销,：,：,公司将大,部,部分资源,放,放在创立,价,价值的营,销,销投资上,。,。,使命感导,向,向的市场,营,营销：,公司以广,泛,泛的社会,观,观点而非,狭,狭窄的产,品,品观点来,阐,阐述其使,命,命。,BusinessActionsTowardSociallyResponsibleMarketing,走向对社,会,会负责的,市,市场营销,14,EnlightenedMarketing,SocietalMarketing:,Companies make marketingdecisionsbyconsideringconsumers wants,thecompany,s requirements,consumerslong-run interests,and societyslong-run interests.,启迪营销,社会营销,开明的公,司,司在作营,销,销决策时,，,，不仅要,考,考虑消费,者,者的需求,和,和公司需,要,要，还要,考,考虑消费,者,者和社会,的,的长期利,益,益。,BusinessActionsTowardSociallyResponsibleMarketing,走向对社,会,会负责的,市,市场营销,15,EnlightenedMarketing,SocietalClassificationof Products,Deficient products,Pleasingproducts,Salutaryproducts,Desirable products,启迪营销,产品的社,会,会分类,缺陷产品,满意产品,有益产品,讨好产品,BusinessActionsTowardSociallyResponsibleMarketing,走向对社,会,会负责的,市,市场营销,16,Marketing