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Chapter4

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  • 1. Principles of Marketing Chapter 4 A Broader Perspective on Marketing
  • 2. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Analyze how marketing relates to our society and its laws, ethics, and social responsibility Goals Concepts Key words Case Studies Practical examples Q&A
  • 3. Marketing is intertwined with society Goals Concepts Key words Case Studies Practical examples Q&A
    • Understand relationship between marketing and society
    • How laws and regulations affects the strategy
    • Recognize ethical responsibilities
    • What are challenges and opportunities from global markets
    Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Principles of Marketing Chapter 4 A Broader Perspective on Marketing
  • 4. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Interconnected marketing actions Competitive markets Consumer Satisfaction vs Government safety Marketing is intertwined with society
  • 5. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Interconnected marketing actions Competitive markets Consumer Satisfaction vs Government safety Let's talk about coffee Marketing is intertwined with society
  • 6. Cultivated Harvested Quoted Sold Transported Processed Packed Distributed Advertised Think The morning coffee planned supervised measured
  • 7. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Marketing is intertwined with society Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing USA = Consumer Society More choices Decision power Business have options and rules Taxes for the economy Public opinion
  • 8. Principles of Marketing Chapter 4 A Broader Perspective on Marketing The Three stooges of marketing and society Marketing is intertwined with society Culture Consumerism Enviromentalism
  • 9. (yes, they drive crazy the marketeers)
  • 10. Culture is any system of shared values, belief and preferences of a particular society. Page 34 Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing
  • 11. National level The USA Regional level Border states Local level Florida Subculture Little Havana Our identity as a group
  • 12. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Consumerism is the organized effort consciously or not of consumer groups to improve the rights and power of buyers in relation to sellers.
  • 13. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Consumerism is the organized effort consciously or not of consumer groups to improve the rights and power of buyers in relation to sellers. Activism Inflation Rights Boycotts Protection
  • 14. The concept of professional regulation serving the public interest is summarized in the "Consumer Bill of Rights," first articulated by President Kennedy in 1960: The right to safety : to be protected against the marketing of products and services that are hazardous to health or to life. The right to be informed : to be protected against fraudulent, deceitful, or grossly misleading information, advertising, labeling, or other practices, and to be given the facts needed to make informed choices. The right to choose : to have available a variety of products and services at competitive prices. The right to be heard : to be assured that consumer interests will receive full and sympathetic consideration in making government policy, both through the laws passed by legislatures and through regulations passed by administrative bodies. The right to education : to have access to programs and information that help consumers make better marketplace decisions. The right to redress : to work with established mechanisms to have problems corrected and to receive compensation for poor service or for products which do not function properly. Consumers Bill Of Rights
  • 15. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Consumerism is the organized effort consciously or not of consumer groups to improve the rights and power of buyers in relation to sellers. Activism Inflation Rights Boycotts Protection
  • 16. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Activism Inflation Rights Boycotts Protection
  • 17. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Activism Inflation Rights Boycotts Protection http://www.time.com/time/magazine/article/0,9171,34817,00.html
  • 18. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Environmentalism is a broad philosophy and social movement regarding concerns for environmental conservation and improvement of the state of the environment.
  • 19. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing More people is buying “earth friendly items”, recycled, non-polluting Chemicals Energy Impact Recycling Animal rights
  • 20. Environmental core Groups Health concious purchase environmentally friendly and are active in the cause. This is not just a trend. Lifestyles of Health and Sustainability (LOHAS) They just don´t care They are practical. Will recylcle and TRY to be greener, and conserve energy, but it´s not the main thing They are price sensitive and trendy. They have a lot of excuses for not buying environmentally friendly products. Focus on organic and natural food
  • 21. GREEN is the biggest thing that could happen to marketing More money
  • 22. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Laws are the set of rules of conduct prescribed by an authority, or the binding customs or practices of a community. The purpose of the law is the common good. Laws in marketing To protect Consumers To protect Business
  • 23. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing False Advertising Deceptive pricing practices Tobacco advertising Children´s advertising Product safety Nutritional Labeling Consumer privacy Fairness in lending practices
  • 24. The Government offices to protect consumers P.37
  • 25. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Federal Laws & Regulations Children’s advertising Children Television Act Promotion Child protection Sharing information Fair Credit Reporting Telemarketing Do not call registry Terms and conditions Consumer Credit Protection warnings Cigarette Labeling Act Price discrimination Robinson-Patman Unfair practices Federal Trade Commision Product safety Food & Drug Distribution and pricing Sherman Antitrust
  • 26. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Federal Laws & Regulations false promise 30$ million settlement
  • 27. Pag 45 Application Exercises paper: #2 Use concepts from chapter 1, 2, 3, 4 Use keywords Homework
  • 28. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Social Responsibility is the concern for how a person, a group or a company’s actions affect the public interests.
  • 29. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Do the work for which you are trained. If a mechanic that is no mechanic repairs a car, can cause more damage Products and services cannot be communicated in an intentional misleading way. Honesty, responsibility, fairness, respect, openness and citizenship Ethical Values Foster Trust Do no harm Norms
  • 30. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Global Marketing all marketing activities, functions and concepts conducted in an international level by individual and businesses GLOBALIZATION
  • 31.  
  • 32. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Growing markets Competitive Scale economics Labor cost Offset cycles Enhance brand perception Overcome barriers Access to foreign investment Marketing functions NEVER change. They are the same in a small market or in a big one.
  • 33. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Local economy, in home growth, opportunities abroad. Some companies are 100% local. Select markets, know differences, and select the right one. How do you want to enter this market, exporting? Openning a factory? With a partnership? Steps to Globalization Real need Potential markets Entry method
  • 34. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Market Differences A Market is a place. Physical or virtual were buyers and sellers meet to exchange goods and services. Potential, customers, competition, local culture, economy, politics, government, finances, labor, taxes, legal matters, crime and corruption, infrastructure, foreign trade, brand awareness costs.
  • 35. Coca-Cola sells products in 200 markets including communist countries.
  • 36. Principles of Marketing Chapter 4 A Broader Perspective on Marketing Society: community, nation or group that shares common traditions, institutions, activities and interests Goals Concepts Key words Case Studies Practical examples Q&A Marketing & Society Marketing & Culture Marketing & the Law Marketing & Social Responsibility Global Marketing Market Entry Strategies High Risk High Cost High Profit Low Risk Low Cost Low Profit Export Direct Indirect Joint Venture License contract, joint-ownership Direct investment
  • 37. Marketing Marketing changes the society Marketing must follow society’s laws Marketing should plan in a social responsible manner Marketing is the same in a local environment or globally
  • 38. Pag 44 Global Marketing Key Terms DEFINE Use concepts from chapter 1, 2, 3, 4 Use keywords Use google Don’t copy and paste…. Homework
  • 39. Questions?

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