Marketing_Management_kotler20_basic

Marketing_Management_kotler20_basic - Marketing Ethics and...

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20 - 1 Marketing Ethics and  Social Responsibility Chapter 20
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  20 - 2 Learning Goals 1. Know the major social criticisms of  marketing. 2. Be able to define consumerism and  environmentalism and know how they  affect marketing strategies. 3. Learn the principles of socially  responsible marketing. 4. Learn the role of ethics in marketing.
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  20 - 3 Nike has been criticized  lately about NOT being  socially responsible Accusations of overseas  sweatshops, child labor,  and exploiting lower  income U.S. families Nike took the charges seriously  and commissioned a study of  Nike factories abroad Nike donates more than $30  million in cash and products to  sports programs and 3% of  earnings to charity CEO Knight – “not sure how we  measure good performance in  corporate responsibility” Case Study Nike
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  20 - 4 Social Criticisms of  Marketing Marketing’s Impact on Individual  Consumers High Prices  High costs of distribution  High advertising and promotion costs  Excessive markups Goal 1:  Know the major social criticisms of marketing
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  20 - 5 Social Criticisms of  Marketing Marketing’s Impact on Individual  Consumers Deceptive Practices  Pricing   Promotion  Packaging High-Pressure Selling Goal 1:  Know the major social criticisms of marketing
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Marketing_Management_kotler20_basic - Marketing Ethics and...

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