Chapter 20 Flashcards
sustainable marketing
socially and environmentally responsible marketing meeting present
needs of consumers and businesses while also preserving or enhancing ability of future generations to meet their needs.
social critcisms of marketing
high prices, deceptive practices, high-pressure selling, shoddy/harmful/unsafe products, planned obsolescence, poor service to disadvantaged consumers, false wants and too much materialism, cultural pollution.
high prices complaint and response
complaint - high prices due to: distribution, advertising and promotion, and excessive mark-ups.
response - intermediaries are important and offer value, advertising informs buyers of availability and merits of brand, consumers don’t understand cost of doing business.
deceptive practices complaint and response
complaint - deceptive practices lead customers to believe they get more value than they actually do (deceptive pricing, promotion, and packaging).
response - support legislation (govt.) to protect consumers from deceptive practices, make lines clear (deception, alluring imagery, or exaggeration? (products that are harmful, provide little benefit, not made well).
high-pressure selling complaint and response
complaint - salespeople persuade consumers to buy goods they never intended to buy.
response - most selling involves building long-term relationships with valued customers, high-pressure can damage these relationships.
shoddy harmful unsafe products complaint and response
complaint - products are poor, little benefit, possibly harmful.
response - good marketers realize there’s no value in marketing these products.
planned obsolescence complaint and response
complaint - producers cause their products to become obsolete.
response - that is not really the result of a competitive market.
poor service to disadvantaged consumers complaint and response
complaint - American marketers serve the disadvantaged poorly.
response - some marketers profitably target these consumers and the FTC has taken action against those who do.
false wants and too much materialism complaint and response
complaint - marketing system urges too much interest in material possessions.
response - people have strong defenses against ads and marketing tools.
cultural pollution complaint and response
complaint - marketing and ads create cultural pollution.
response - they are planned to reach only a target audience and consumers have alternatives.
marketings impact on other businesses
acquisition of competitors
barriers to entry
unfair competitive marketing practices
consumerism
organized movement of citizens and govt. agencies to improve rights and power of buyers in relation to sellers.
some traditional buyers rights and what they mean for power balance
right not to buy product offered, right to expect safe product, right to expect product to perform as claimed.
many believe power balance lies on seller’s side.
advocates call for
right to be well-informed about important aspects of product
right to be protected against questionable products and marketing practices
right to influence products and marketing products in ways that will improve quality of life
right to consume now in a way that will preserve world for future generations of consumers
environmentalism
organized movement of concerned citizens, business, and govt. agencies to protect and improve people’s living environment
