must also be effective at implementation —turning marketing strategies into marketing actions. Marketing departments can be organized in one or a combination of ways: functional marketing organization, geographic organization , product management organization , or market management organization . In this age of customer relationships, more and more companies are now changing their organizational focus from product or territory management to customer relationship management. Marketing organizations carry out marketing control , both operating control and strategic control. Marketing managers must ensure that their marketing dollars are being well spent. In a tighter economy, today’s marketers face growing pressures to show that they are adding value in line with their costs. In response, marketers are developing better measures of return on marketing investment . Increasingly, they are using customer-centred measures of marketing impact as a key input into their strategic decision making. Chapter 3: Sustainable Marketing, Social responsibility and Ethics 1. Define sustainable marketing and discuss its importance. (textbook, pp. 82-83) Sustainable marketing calls for 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 Whereas the marketing concept recognizes that companies thrive by fulfilling the day-to-day needs of customers, sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and future needs of customers and the company. Truly sustainable marketing requires a smooth-functioning marketing system in which consumers, companies, public policy makers, and others work together to ensure responsible marketing actions.
2.describe the major criticisms of marketing made by social analysts . (textbook, pp. 83–91) Marketing’s impact on individual consumer welfare High prices – High cost of Distribution, high advertising and promotion cost and excessive markups Deceptive practices – pricing, promotion, packaging Consequences of Deceptive Practices: - Legislative penalty for Competition Bureau - Ontario's Consumer Acts - Canada Consumer Product Safety Acts (CCPSA) Greenwashing High-Pressure selling Shoddy or unsafe product Planned obsolescence Poor service to disadvantaged consumers Impact on society Creating false want and too much materialism (encouraging materialism) Overselling private goods Cultural pollution Impact on other businesses Harming competitors Reducing competition through acquisitions Practices that create barriers to entry Unfair competitive marketing practices 3. define consumerism and environmentalism , and describe the effect of each on marketing strategies.
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