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I. Social Criticisms of
Marketing
Consumer Concerns
| High
Prices |
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| High
Pressure Selling |
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| Deceptive
Practices |
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| Unsafe
Products |
Planned
Obsolescence
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Exercise
Obsolescence |
Is it
harder to sell products with built-in obsolescence on
the Internet? (Another of those questions we don't have
a "correct" answer for) What do you
think? |
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Weblining
(Poor
Service to Disadvantaged Consumers)
(recall
Thorstein Veblen's question: "Do
the Poor Pay More?" in Unit 1) |
Marketing's Impact on Society as a
Whole
Creating
false wants and too much
materialism
(Recall the discussion
of the difference between
needs
and wants)
Too few social goods
Cultural pollution
Too much political power
Marketing's Impact on other
businesses
| Mergers
of huge companies into fewer and
even bigger companies and
acquisitions create barriers to
entry that discourage healthy
competition |
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Exercise
Impact on Society |
Give
some examples of "cultural pollution" from your own
experience, from what you observe in your day-to-day
living |
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II. Citizen and Public Actions
to Regulate Marketing
Consumerism - includes the
right to:
| safety |
| be informed |
| choose |
| be heard |
| redress against
damage done to you |
| consumer education |
Environmentalism
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Exercise
- Plan
Environmentalism |
Where in
your Marketing Plan might you make room for some
environmental concerns? |
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III. Business Actions Toward
Socially Responsible Marketing
Enlightened Marketing
Customer-Oriented
Marketing
Innovative Marketing
Value Marketing
Sense-of-Mission Marketing
Societal Marketing
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Exercise
Marketing at Work |
Read
Marketing at Work 3.2. What are your feelings about
companies that engage in this kind of social and community
action? Is it out of genuine care for the community or
just another way to increase sales? |
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Marketing Ethics
Ethical Concerns
Three Possible
Frameworks for Making Ethical Decisions:
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Consequences |
Emphasizes considering what does the
most good for the most people, or the
least harm to the fewest people |
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Rules |
Emphasizes the rules in various forms
from "Do unto others as you would have
them do unto you" all the way to
specific laws, codes, ethical
guidelines |
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Socio-Cultural Norms |
Emphasizes what is important in a
particular culture as the guide to
behaviour; this is especially
important when dealing with
international marketing issues
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Realize that most business
decisions will have an ethical component to
them. Realize too that most business
people tend to be honest and ethical, at
least on an individual basis. In making
ethical decisions, you must at the very
least consider each stakeholder and how they
are affected, how they might react, and how
that reaction might affect your outcomes. To
begin to get an understanding of your own
ethical frameworks, answer this
question:
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Exercise
Ethical Frameworks |
What is
it in you which pushes you toward one of these three
frameworks? Is your main concern net consequences,
following the rules, or fitting in? |
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These problems are challenged
by
Consumerism
| consumers
getting better educated and
demanding better treatment |
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Exercise
Education |
How has
your increasing education in
business helped you be a wiser consumer?
(It's not guaranteed; I have a PhD in Marketing and I'm
still a sucker for ads and sales) |
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Environmentalism
| the
organized movement to force our
society to take a closer look at
how we treat the physical world we
live in |
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Enlightened
Marketing
| The
best solution for any company in
any kind of marketing, e-commerce
or regular, is to make marketing
decisions taking into
consideration the best interests
of consumers, the company, and
society |
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Professional Marketing Ethics
A Marketing Ethics Exercise
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