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Marketing Impacts on Society
Descrição
Marketing Impacts on Society Mapa Mental sobre Marketing Impacts on Society, criado por james.bowditch em 02-09-2013.
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marketing impacts on society
marketing impacts on society
Mapa Mental por
james.bowditch
, atualizado more than 1 year ago
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Criado por
james.bowditch
aproximadamente 11 anos atrás
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Resumo de Recurso
Marketing Impacts on Society
CIM Code of Practice
Corporate and social responsibilities as a cultural value
Should all customers needs be satisfied?
Some consumers want products that may not be good for them in the long run
Micro Issue?
Macro Issue?
What if it cuts into profits?
Does being socially responsible conflict with the organisations objectives?
Try to balance:
Consumer Interests
Company Interests
Social Interests
Others affected by social responsibility
Publics: all the people who have an interest in the overall performance of an organisation
Can demand that an organisation acts in a certain manner
What is seen as appropriate to one stakeholder might not be to another
Marketers are expected to act in both a social and ethical manner
Greater corporate honesty
Products and services are expected to be fit for purpose
Consumerism
Honest and full information relating to the relevant facts
Protection from commercial expolitation
Assurance that quality of life standards are maintained
Requirements
Do not market products with an unknown degree of risk
Refrain from activities that waste scarce resources
Refrain from activities that pollute or damage the enivironment
Communities
Employees
Suppliers
Which ethical line to take?
Utilitarianism
The greatest good for the greatest number
Jeremy Bentham- Principle of Utility
action should be judged on the results achieved and how much it benefits everyone
Everyone should be treated equally
John Stuart Mill
The observance of rules benefits the whole of society
Peter Singer
The preference of the individual should be taken into account
People should be given the opportunity to say what for them represents good and bad
Categorical Imperative Approach
A person should only do something if he or she is prepared for everyone to do it as well
A person should always act in such a way as to treat other people as the ends and not the means
Corporate Citizenship- upholding the law and behaving responsibly
Societal Marketing Concept
An organisation's task is to determine needs and wants and to deliver the desired satisfactions better than competitors
Examples
Ben and Jerrys
The Body Shop
Key marketing issues relating to social causes
Does marketing almost force people into buying things they dont want or need?
Social Marketing
Changing environment of social marketing
There are now marketing groups that have been created that only work for just causes
Consumers are making product choices based on the products social responsibility
Economies and their influence on marketing efforts
4 Utilities
Form
When a manufacturer makes a product out of other materials
Time
When the product is available when the customer wants it
Place
Created when the product is available when it is needed
Possession
Transaction is completed
State Controlled Economy
Planners decide how resources are to be allocated to these ultilities
Market Directed Economy
The individual decisions of the many establish the macro level decisions for the whole economy
Modifying marketing so as to have full regard for preserving the well being of individual consumers and society as a whole
Corporate Social Responsibility Programmes
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