TAILIEUCHUNG - Lecture fundamentals of marketing - Lecture 31: Sustainable marketing social responsibility and ethics

After studying this chapter you will be able to understand: Sustainable marketing, social criticisms of marketing, consumer actions to promote sustainable marketing, business actions toward sustainable marketing, marketing ethics, the sustainable company. | LECTURE 31 Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Topic Outline Sustainable Marketing Social Criticisms of Marketing Consumer Actions to Promote Sustainable Marketing Business Actions Toward Sustainable Marketing Marketing Ethics The Sustainable Company Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Sustainable Marketing Meeting needs of consumers while preserving the ability of future generations to meet their needs Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Social Criticisms of Marketing Marketing s Impact on Individual Consumers Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall Social Criticisms of Marketing Marketing s Impact on Individual Consumers High Cost of Distribution Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Social Criticisms of Marketing Marketing s Impact on Individual Consumers Deceptive Practices Complaint Companies use deceptive practices that lead customers to believe they will get more value than they actually do. These practices fall into three categories Deceptive pricing Deceptive promotion Deceptive packaging Copyright 2012 Pearson Education Inc. Publishing as Prentice Hall 1- 6 Social Criticisms of Marketing Marketing s Impact on Individual Consumers Deceptive Practices Response Support Legislation to protect consumers from deceptive practices Make lines clear Is it deception alluring or puffery that is just an exaggeration for effect Products that are harmful Products that provide little benefit Copyright 2012 Pearson Education Inc. 1- 7 Publishing as Prentice Hall Social Criticisms of Marketing Marketing s Impact on Individual Consumers High-Pressure Selling Copyright 2012 Pearson Education Inc. 1- 8 Publishing as Prentice Hall Social Criticisms of Marketing Marketing s Impact on Individual Consumers - Deceptive Practices Shoddy Harmful or Unsafe Products Copyright 2012 Pearson Education Inc. 1- 9 .

• Quản trị kinh doanh
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Sustainable marketing
• Marketing process
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing