{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Comm 296 - Chapter 3

Comm 296 - Chapter 3 - Comm 296 Chapter 3 Sustainable...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Comm 296 Chapter 3: Sustainable Marketing Social Responsibility and Ethics SUSTAINABLE MARKETING Sustainable marketing : socially and environmentally responsible actions that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs - Marketing concept : fulfilling target customers’ needs/wants more effectively and efficiently than competitors do; fulfill company’s short-term goals - Societal marketing concept : consider future welfare of consumers - Strategic planning concept : consider future company needs - Sustainable marketing concept : considers current and future needs of consumers and customers - Entirety of market (consumers, companies, policy-makers) have to work together to ensure socially and environmentally responsible marketing actions o Doesn’t always happen SOCIAL CRITICISMS OF MARKETING - May hurt consumers, society, and other business firms MARKETING’S IMPACT ON INDIVIDUAL CUSTOMERS - In general, marketing is viewed negatively by consumers due to the following: o Marketer’s response: MR - High prices (consumers pay for these costs) o High costs of distribution (inefficient channel intermediaries/resellers) MR: intermediaries provide services that manufacturers/consumers otherwise have to do; high competition between resellers force them to be efficient and keep costs low o High advertising and promotion costs (promotion and packaging costs – only adds psychological value) MR: branded products costs more but provides assurance, information; psychological benefits; necessary for firms to match competition o Excessive markups (manipulating/deceiving pricing tactics) MR: don’t intend to do so, want to be fair to maintain customer relationships; high markups may be do to other costs consumers are unaware of - Deceptive practices o Pricing : falsely advertising cheaper/discounted prices from a phony high retail list price o Promotion:
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern