CH 20 sustainable marketing
Business 390 with Elton at Oregon State University
About this deck
By: Eric Hanslits
Textbook:
Principles of Marketing (13th Edition)
Created: 2011-06-07
Size: 33 flashcards
Views: 53
Textbook:
Principles of Marketing (13th Edition)Created: 2011-06-07
Size: 33 flashcards
Views: 53
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Sustainable Marketing
meeting needs of consumers while preserving the ability of future generations to meet their needs
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
deceptive practices
high pressure selling
shoddy, harmful or unsafe products
planned obsolescence
poor service to disadvantaged consumers
High cost of Distribution
Deceptive Practices
companies use deceptive practives that lead customers to believe they will get more value than they actually do
Deceptive pricing-large price reductions from phony prices
deceptive promotion- false features of product
deceptive packaging- exaggerating package contents
Deceptive pricing-large price reductions from phony prices
deceptive promotion- false features of product
deceptive packaging- exaggerating package contents
High pressure selling
complaint- salespeople pressure people into buying goods they had no intention of buying
Response- damages relationships between sellers and buyers
Response- damages relationships between sellers and buyers
Shoddy, Harmful, or Unsafe Products
Complaint- products have poor quality, provide little benefit, can be harmful
Response- there is no value in marketing shoddy, harmful, or unsafe products
Response- there is no value in marketing shoddy, harmful, or unsafe products
Planned Obsolescence
Complaint- producers cause their products to become obsolete. encouarge more and earlier buying
Response- result of competitive market forces leading to ever improving goods and services
-customers like style changes, want latest innovations ex. phones
Response- result of competitive market forces leading to ever improving goods and services
-customers like style changes, want latest innovations ex. phones
Poor service to disadvantage consumers
complaint-marketers serve disadvantaged customers poorly. Avoid placing stores in poor neighborhoods.
Response-FTC taken action against marketers who advertise false values, wrongly deny service, charger disadvantaged customers too much
Response-FTC taken action against marketers who advertise false values, wrongly deny service, charger disadvantaged customers too much
Marketing's impact on society has caused...
False wants and too much materialism
too few social goods
cultural pollution
too few social goods
cultural pollution
False wants and too much materialism
complaint-to much interest in material possessions. people judged by what they own
Response-strong defenses against advertising. marketers most effective whe appealing to existing wants rather than creating new ones. high failure rate of new products
Response-strong defenses against advertising. marketers most effective whe appealing to existing wants rather than creating new ones. high failure rate of new products
Too few social goods
complaint-oversell private goods at the expencse of public goods
response-balance between private and public goods, producers should bear full social costs of their operations, consumers should pay social costs of their purchases
response-balance between private and public goods, producers should bear full social costs of their operations, consumers should pay social costs of their purchases
Cultural Pollution
complaint-marketing and advertising create cultural pollution
response- marketing/advertising are planned to reach a target audience. consumers have alternatives to avoid marketing and advertising from technology
response- marketing/advertising are planned to reach a target audience. consumers have alternatives to avoid marketing and advertising from technology
Consumerism
organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers
Traditional buyers rights
right not to buy a product that is offered for sale
right to expect the product to be safe
right to expect the product to perform as claimed
*balance of power lies on the seller's side
right to expect the product to be safe
right to expect the product to perform as claimed
*balance of power lies on the seller's side
Traditional seller's rights
right to introduce any product in any size and style, as long as safe
right to charge any price, no discrimination among buyers
right to spend any amount to promote, as long as not unfair competition
use any product message
any buying incentive programs
right to charge any price, no discrimination among buyers
right to spend any amount to promote, as long as not unfair competition
use any product message
any buying incentive programs
Consumer advocates call for...
the right-
to be well informed on product
protected against questionable products/marketing practices
to influence products in ways that will improve quality of life
consume now in a way that will preserve world for future generations of consumers
to be well informed on product
protected against questionable products/marketing practices
to influence products in ways that will improve quality of life
consume now in a way that will preserve world for future generations of consumers
Environmentalism
organized movement of concerned citizens, businesses, and government agencies to protect and improve people's living environment
Environmental sustainability
management approach that involves developing strategies that both sustain the environment and produce profits for the company
Today Greening
internal-Pollution prevention: cleaning and eliminating waste
external-Product Stewardship: minimizing environmental impact throughout the entire product life cycle
external-Product Stewardship: minimizing environmental impact throughout the entire product life cycle
Tomorrow beyond greening
internal-New clean technology
external-Sustainability vision: creating a strategic framework for future sustainability
external-Sustainability vision: creating a strategic framework for future sustainability
DFE
Design for Environment
-involves thinking ahead to design products that are easier to recover, reuse, or recycle
-involves thinking ahead to design products that are easier to recover, reuse, or recycle
Sustainability vision
guide to the future that shows that the company's products, process, and policies must evolve and what is needed to get there
Sustainable Marketing Principles (5)
consumer oriented marketing
customer value marketing
innovative marketing
sense of mission marketing
societal marketing
customer value marketing
innovative marketing
sense of mission marketing
societal marketing
Consumer oriented marketing
view marketing activities from the consumer's point of view
deliver superior value
deliver superior value
Customer value marketing
invest in customer value building marketing
create value for customers
create value for customers
Innovative marketing
company seeks real product and marketing improvements
ex. nintendo wii
ex. nintendo wii
Sense of Mission Marketing
difine mission in broad social terms rather than narrow product terms
Societal Marketing
Company considers:
-customer's wants and interests
-company's own requirements
-society's long run interests
-customer's wants and interests
-company's own requirements
-society's long run interests
Defiecient products
products that have neither immediate appeal nor long run benefits
Pleasing products
Products that give high immediate satisfaction buy may hur consumers in the longrun
Salutary products
products that have low appeal buy may benefit consumers in the long run
Desirable products
products that give both high immediate satisfaction and high long run benefits
Corporate Marketing ethics
broad guidelines that everyone in the organization must follow that cover distributor relations, advertising standards, customer service, pricing, product development, and general ethical standards
About this deck
By: Eric Hanslits
Textbook: Principles of Marketing (13th Edition)
Created: 2011-06-07
Size: 33 flashcards
Views: 53
Textbook:
Principles of Marketing (13th Edition)Created: 2011-06-07
Size: 33 flashcards
Views: 53
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have used this website for three exams, and I see a huge difference in my test results.”
Naj
Naj