chapter_05

chapter_05 - Chapter 5"Societal Ethical and Consumer Issues...

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Copyright Atomic Dog Publishing, 2007 Chapter 5: “Societal, Ethical, and Consumer  Issues” Joel R. Evans   Barry Berman Marketing, 10e: Marketing in the 21st Century
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Copyright Atomic Dog Publishing, 2007 Chapter Objectives To consider the impact of marketing on society  To examine social responsibility and weigh its  benefits and costs To look into the role of ethics in marketing To explore consumerism and describe the  consumer bill of rights To discuss the responses of manufacturers,  retailers, and trade associations to consumerism  and study the current role of consumerism
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Copyright Atomic Dog Publishing, 2007 Marketing activities have potential for both  positive and negative consequences: Positive Quality of life (standard of  living Natural resources Consumer expectations    satisfaction Consumer choice Innovation Product design   safety Product durability Negative Product   distribution costs Product availability Communications with  consumers Final prices Competition Employment Deceptive actions
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Copyright Atomic Dog Publishing, 2007 Social Responsibility This involves a concern for  “the consequences of a  person’s or firm’s acts as  they affect the interests of  others.” It encompasses the  socioecological view of  marketing , which  considers: All stages of a product’s life  span, including disposal. The rights of voluntary and  involuntary consumers.
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Copyright Atomic Dog Publishing, 2007 Design For Disassembly (DFD) DFD  addresses the long-term impact of products  on the environment by: Designing products for disassembly in a  more environmentally friendly manner at end  of life span. Using recyclable materials. Using fewer parts, less materials, and snap- fits to replace screws, products are easier to  dispose of when no longer useful.
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Copyright Atomic Dog Publishing, 2007 A Global View of Natural Resources There is a new awareness  that our global supply of  natural resources is not  unlimited. Resource depletion can be 
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chapter_05 - Chapter 5"Societal Ethical and Consumer Issues...

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