– requires that the company continuously seek real product and marketing improvements4) Sense-of-mission marketing– means that the company should define its mission in broad social terms rather than narrow product terms.5) Societal marketing– a company makes marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests.Products can be classified according to their degree of immediate consumer satisfaction:Deficient products– have neither immediate appeal nor long-run benefitsPleasing products– give high immediate satisfaction but may hurt consumers in the long runSalutary products– have low immediate appeal but may benefit consumers in the long runDesirable products– give both high immediate satisfaction and high long-run benefitsThe product opportunity is to add long-run benefits without reducing the product’s pleasing qualities. The challenge posed by salutary products is to add some pleasing qualities so that they will become more desirable in consumer’s minds.
5.outline ethical issues marketers face. (textbook, pp. 131–136)Corporate Marketing Ethics Policies– broad guidelines that everyone in the org. must followWhat principle should guide companies and marketing managers on issues of ethics and social responsibility:One philosophy is that the free market and the legal system should decide such issuesA second philosophy puts responsibility not on the system but in the hands of individual companies and managers; suggests that a company should have a social conscience.Code of Ethics*Sustainable marketing provides the context in which companies can build profitable customer relationships by creating value for customers in order to capture value from customers in return – now and in the future.
- Spring '15