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26 Cards in this Set
- Front
- Back
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Marketing's impact on individual consumers
High prices are caused by what factors? |
1)high costs of distribution
2)high advertising and promotion costs 3)exessive markups |
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Deceptive Practices
deceptive pricing? |
Falsely advertising "factory" or "wholesale" prices, large reduction from phony high list price
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Deceptive Practices
deceptive promotion? |
overstating the products's features, luring customers to the store for out-of-stock bargains
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Deceptive Practices
deceptive packaging? |
exaggerating package contents, not filling package to top, using misleading labeling
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High pressure selling
what does it do with relationship with customer? |
tactic damages marketer's long-run relationship with customers
-some products like cars and jewelry are said to be sold, not bought |
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Shoddy or unsafe products
what's wrong with them? |
complaint that products are not well made
many products deliver little benefit concerns for product safety |
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Planned obsolescence
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change consumer concepts of acceptable styles
hold back attractive functional features break, tear rust sooner than supposed to |
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Poor service to disadvantaged consumers
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-may pay more for inferior goods
-"redlining" may occur where retailers avoid placing stores in disadvantaged neighborhoods |
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Marketing's impact on society as a whole
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-false wants and tooo much materialism
-producing too few social goods cultural pollution: constant assault on privacy -Too much political power:large co's have more power thatn the avg. man to say what needs to be done |
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Consumerism
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organized movement of concerned citizens and gov. agencies to imporve the rights and power of buyers in relation to sellers
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Consumersism
What are some of the buyers' rights? |
-right to not buy a product that is offered for sale
-the right to expect the product to be safe -the right to expect the product to perform as claimed -the right to be well informed about the imp. aspects of the product -the right to be protected against questionable products and marketing practices -quality of life issues |
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Environmentalism?
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organized movement of concerened citizens and gov. agencies to protect and imporve people's living env.
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Environmental sustainability?
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management approach that involves developing strategies that both sustain the env. and produce profits for the co.
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Environmental sustainability grid?
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-co has a sustainability vision- which asks if the co's vision directs them toward the soln. of social and env. problems
-practice pollution prevention- which evaluates the co's most significant waste emsissions and sees how wastes can be eliminated or used as imput -product stewardship-implication for the product design and development if assume responsibility for entire product life cycle -new environmental technology-is their potential to realize major improvements on environmental performance through new technology? |
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Enlightened marketing?
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marketing philosophy holding that a co's marketing should support the best long-run performance of the marketing system; its five principles are customer oriented marketing, innovative marketing, value marketing, sense-of-mission marketing, and societal marketing
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consumer-oriented marketing?
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enlightened marketing that says a co should view its marketing activities form consumers point of view
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innovative marketing?
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enlightened marketing that requires the co. to seek real product and marketing improvements
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value marketing?
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enlightened marketing where co. should put most of its resources into value-building marketing investments
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sense-of-mission marketing?
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enlightened marketing where co should define its mission in broad social terms rather than narrow product terms
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Societal marketing
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enlightened marketing where co should make marketing decisions by considering consumer wants, co's requirements, consumer long-run interests, and society's long run interests
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Societal classification of products
1)Salutary products |
products with low appeal but may benefit consumers in long run
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Societal classification of products
2)desirable products |
products that give both high immediate satisfaction and high long run benefits
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Societal classification of products
3)Deficient products |
products that have neither immediate appeal nor any long term benefits
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Societal classification of products
4)Pleasing products |
products that give high immediate satisfaction but may hurt the consumer in the long run
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Marketing ethics
Broad guidelines that every org. must follow |
should cover:
-distributor relations -advertising standards -customer service -pricing -product development -general ethical standards |
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Marketing ethics
What principle should guide companies and marketing managers on issue of ethics and social responsibility? (2) |
-decided by the free market and legal system
-responsibility falls to indiv. co's and managers |
