The Art Essay example

The Art Essay example The Art Essay example 16 MARKETING AN INTRODUCTION Armstrong/Kotler Sustainable Marketing Social Responsibility and Ethics Copyright  © 2011 Pearson Education, Inc. Publishing as Prentice Hall Chapter Outline Sustainable Marketing Social Criticisms of Marketing Consumer Actions to Promote Sustainable Marketing Business Actions Toward Sustainable Marketing Marketing Ethics The Sustainable Company 16 - 2 Copyright  © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1. Sustainable Marketing Sustainable marketing is socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. 16 - 3 Copyright  © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1. Sustainable Marketing 14 - 4 Copyright  © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2. Social Criticisms of Marketing - Marketing’s Impact on Individual Consumers High prices Deceptive practices High-pressure selling Shoddy, harmful, or unsafe products Planned obsolescence Poor service to disadvantaged consumers 14- 5 Copyright  © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2. Social Criticisms of Marketing False wants and too much materialism Too few social goods Cultural pollution Acquisitions Creating barriers to entry Unfair competitive marketing practices Marketing’s Impact on society Copyright  © 2011 Pearson Education, Inc. Publishing as Prentice Hall Marketing’s Impact on other businesses 14- 6 3. Consumer Actions to Promote Sustainable Marketing Consumerism is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers. 14 - 7 Copyright  © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3. Consumer Actions to Promote Sustainable Marketing – Seller’s Rights The right to introduce any product provided it is not hazardous, or if it is, to include warnings The right to charge any price for the product, provided no discrimination exists 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 The right to use any buying incentive programs, provided they are not unfair or misleading 14- 8 Copyright  © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3. Consumer Actions to Promote Sustainable Marketing – Buyer’s Rights Traditional Buyer’s Rights The right not to buy a product that is offered for sale Additional Consumer 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 â€Å"quality of life† The right to consume now in a way that will preserve the world for future generations of consumers 14- 9 The right to expect the product to be safe The right to expect the product to perform as claimed 3. Consumer Actions to Promote Sustainable Marketing Environmentalism is an organized movement of concerned citizens and government agencies to protect and improve people’s current and future living environment. 14 - 10 Copyright  © 2011 Pearson Education, Inc. Publishing as Prentice Hall The Environmental Sustainability Portfolio 14 - 11 Copyright  © 2011 Pearson Education, Inc. Publishing as Prentice Hall 4. Business Actions Toward Sustainable Marketing - Sustainable Marketing Principles Consumeroriented marketing Customervalue marketing Innovative marketing Sense-ofmission marketing Societal marketing 14- 12 Copyright  © 2011 Pearson Education, Inc. Publishing as Prentice Hall - Sustainable Marketing Principles a) Consumer-oriented marketing is the philosophy of sustainable marketing that