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MarketingandSociety:SocialResponsibilityandMarketingEthics营销与社会：社会责任和营销伦理0Objectives目标•Knowthemajorsocialcriticismsofmarketing.•Beablet

odefineconsumerismandenvironmentalismandknowhowtheyaffectmarketingstrategies.•Learntheprinciplesofsociallyresponsiblem

arketing.•Learntheroleofethicsinmarketing.•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•Onlyusedorganicfruits

andhormone-freemilk•Boughtfromsociallydisadvantagedandminoritysuppliers•Donated7.5%ofpretaxprofitstogoodcauses•Natural-in

gredientbasedcosmeticsformulatedwithoutanimaltesting•Donatedapercentageofprofitstoanimal-rightsgroupsandhomelesssh

eltersBen&Jerry’s...TheBodyShopCaseStudy案例研究2•Growthandprofitsflattenedforbothfirmsinthe1990’s•2000:Ben&Jer

ry’swasacquiredbyUnilever;profitdrivenmanagementisnowinchargeoftheBodyShop.•Lessonslearned:▪Whatyousellisimportant▪Beproudtobeinbusiness▪Makeas

olidcommitmenttochange▪Focusontwobottomlines▪ForgetthehypeBen&Jerry’s...TheBodyShopCaseStudy案例研究3SocialCriti

cismsofMarketing社会对于营销的批评•Marketing’sImpactonIndividualConsumers▪HighPrices❖Highcostsofdistribution❖Highadvertisingandpromotioncosts❖Ex

cessivemarkups•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4SocialCriticismsofMarketing社会对于营销的批评•Marketing’sImpactonIndividualConsumers▪Dec

eptivePractices❖Pricing❖Promotion❖Packaging▪High-PressureSelling•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5Soci

alCriticismsofMarketing社会对于营销的批评•Marketing’sImpactonIndividualConsumers▪ShoddyorUnsafeProducts▪PlannedObsole

scence▪PoorServicetoDisadvantagedConsumers•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6SocialCriticismsofMarketing社会对于营销的批评•Marke

ting’sImpactonSocietyasaWhole▪FalseWantsandTooMuchMaterialism▪TooFewSocialGoods▪CulturalPollution▪TooMuchPoliticalPower•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7SocialCriticismsofMarketing社会对于营销的批评•Marketing’sImpactonOtherBusinesses▪AcquisitionsofCompetitors▪Marketi

ngPractices▪CreatingBarrierstoEntry•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8Citizen&PublicActionstoRegulateMarketing公民和公从众

规范营销行为的活动•Consumerism▪TraditionalSeller’sRights▪TraditionalBuyer’sRights▪AdditionalRightsProposedbyConsumerAdvocates❖Eachproposedrighthasledto

morespecificproposalsbyconsumerists•消费者保护主义▪传统的销售商权利▪传统的消费者权利▪消费者呼吁增加的权利❖每一个提议的权利都会带来消费者保护主义者更多的建议9•Env

ironmentalism▪EnvironmentalSustainability❖Pollutionprevention❖Productstewardship❖Newenvironmentaltechnology❖Sustainabilityvision•环境保护主义▪环境可持续发展

❖污染预防❖产品功用❖新的环保技术❖可持续发展理念Citizen&PublicActionstoRegulateMarketing公民和公从众规范营销行为的活动10•PublicActionstoRegulateMarketing▪Majorlegalissuesaff

ecteveryareaofmarketingmanagement,including:❖Sellingandadvertisingdecisions❖Channeldecisions❖Productdeci

sions❖Packagingdecisions❖Pricedecisions❖Competitivereactiondecisions•规范市场营销的公众行为▪营销管理的各方法都受法规的影响，包括：❖销售和广告决策❖分销渠道决策❖产品决策❖包括决策❖

价格决策❖竞争关系决策Citizen&PublicActionstoRegulateMarketing公民和公从众规范营销行为的活动11•Consumer-OrientedMarketing•InnovativeMarketing•ValueMa

rketing•SocietalMarketing•Sense-of-MissionMarketing•顾客导向的市场营销•创新性市场营销•价值营销•社会营销•使命感导向的市场营销EnlightenedMa

rketing启迪营销12BusinessActionsTowardSociallyResponsibleMarketing走向对社会负责的市场营销•EnlightenedMarketing▪Customer-OrientedMarketing:❖Companiesviewandorga

nizetheirmarketingactivitiesfromtheconsumer’spointofview.▪InnovativeMarketing:❖Companiesseekrealproduct

andmarketingimprovements.•启迪营销▪顾客导向的市场营销：❖公司从顾客的观点来看待并组织它的市场营销活动▪创新营销：❖公司不断寻求真正的产品和营销改进13•EnlightenedMarke

ting▪ValueMarketing:❖Companiesputmostoftheirresourcesintovalue-buildingmarketinginvestments.▪Sense-of-M

issionMarketing:❖Companiesdefinetheirmissioninbroadsocialtermsratherthaninnarrowproductterms.•启迪营销▪价值营销：❖公司将大部分资源放在创立价值

的营销投资上。▪使命感导向的市场营销：❖公司以广泛的社会观点而非狭窄的产品观点来阐述其使命。BusinessActionsTowardSociallyResponsibleMarketing走向对社会负责的市场营销14•EnlightenedMarketing▪SocietalMarketing

:❖Companiesmakemarketingdecisionsbyconsideringconsumers’wants,thecompany’srequirements,consumers’long-runinterests,an

dsociety’slong-runinterests.•启迪营销▪社会营销❖开明的公司在作营销决策时，不仅要考虑消费者的需求和公司需要，还要考虑消费者和社会的长期利益。BusinessActionsTowardSociallyResponsibleMarketing走向对

社会负责的市场营销15•EnlightenedMarketing▪SocietalClassificationofProducts❖Deficientproducts❖Pleasingproducts❖

Salutaryproducts❖Desirable•启迪营销▪产品的社会分类❖缺陷产品❖满意产品❖有益产品❖讨好产品BusinessActionsTowardSociallyResponsibleMarketing走向对社会负责的市场营销16•Marke

tingEthics▪CorporateMarketingEthicsPolicies▪GuidingPrincipleinPolicyDetermination❖Freemarketandlegalsystem❖I

ndividualcompaniesandmanagers▪InternationalEthicalPoliciesareaSpecialChallenge•市场营销的道德观▪公司营销道德准则▪确定准则的指导原则❖自由市场与法制制度❖各个

公司和管理者▪道德问题对国际市场营销人员提出了特殊挑战BusinessActionsTowardSociallyResponsibleMarketing走向对社会负责的市场营销17谢谢23.7.1705:33:0305:3305:3323.7.

1723.7.1705:3305:3323.7.1705:32023年7月17日星期一5时33分3秒