20-1
20-1
Chapter 20
Chapter 20
Marketing and Society:
Social Responsibility
and Ethics
PRINCIPLES OF MARKETING
Eighth Edition
20-2
20-2
Social Criticisms of Marketing
Social Criticisms of Marketing
High Prices
High Prices
Shoddy or Unsafe
Shoddy or Unsafe
Poor Service
Poor Service
Deceptive Practices
Deceptive Practices
Planned
Obsolescence
Planned
Obsolescence
High Pressure
Selling
High Pressure
Selling
20-3
20-3
Marketing’s Impact on Society
Marketing’s Impact on Society
Too Few Social Goods
Too Few Social Goods
False Wants and Too
Much Materialism
False Wants and Too
Much Materialism
Too Much Political
Power
Too Much Political
Power
Cultural Pollution
Cultural Pollution
20-4
20-4
Marketing’s Impact on Other Businesses
Marketing’s Impact on Other Businesses
Acquisitions of
Competitors
Acquisitions of
Competitors
Marketing Practices
that
Create Barriers to Entry
Marketing Practices
that
Create Barriers to Entry
Unfair
Competitive Marketing
Practices
Unfair
Competitive Marketing
Practices
Critics Charge that a Company’s Marketing
Practices Can Harm Other Companies and
20-5
20-5
Consumerism
The Right to Be Safe The Right to Be Informed
The Right to Be Heard The Right to Choose
20-6
20-6
Environmentalism
Environmentalism
Environmentalism
Environmentalism
Practice Product Stewardship
Practice Product Stewardship
Practice Pollution Prevention
Practice Pollution Prevention
Have a
Sustainability Vision
Have a
Sustainability Vision
Adopt Designs
for the
Environment
Adopt Designs
for the
Environment
Plan for New Environmental
Technologies
Plan for New Environmental
20-7
20-7
Consumer-Oriented Marketing
Consumer-Oriented Marketing
Innovative Marketing
Innovative Marketing
Value Marketing
Value Marketing
Sense-of-Mission Marketing
Sense-of-Mission Marketing
Societal Marketing
Societal Marketing
Enlightened Marketing
20-8
20-8
Societal Classification of Products
Societal Classification of Products
Salutary Products
Deficient Products
Desirable Products
Pleasing Products
L
Low High
Immediate Satisfaction
High
20-9
20-9
Marketing Ethics
Marketing Ethics
Customer
Service
Customer
Service
Pricing
Pricing
Distributor Relations
Distributor Relations
General Code
General Code
Product
Development
Product
Development AdvertisingStandards Advertising
Standards
Corporate Marketing
Ethics Policies
Corporate Marketing
20-10
20-10
Principles For Public
Policy Toward Marketing
Principles For Public
Policy Toward Marketing
Key
Principles for a
Public Policy Toward Marketing
Key
Principles for a
Public Policy Toward Marketing
Economic Efficiency
Economic Efficiency
Meeting Basic Needs
Meeting Basic Needs
Innovation
Innovation
Curbing Potential Harm
Curbing Potential Harm
Consumer Education
Consumer Education
Consumer
Consumer
Consumer and Producer Freedom
