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Mkt4007 7
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Mkt4007 7

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Transcript

  • 1. Societal Impact of Marketing Communications MKT4007
  • 2. Is it
    • Strong?
    • Weak?
    • The source of all evil?
    • Subliminal and pervasive?
  • 3. The problem Marketing Materialism False Wants “Cultural Pollution” Political Power No Social Goods
  • 4. Distorted Competition
    • Natural competition is distorted because:
    • High barriers to entry (brands?)
    • Acquisition of competitors
    • Collusion
    • Political influence
  • 5. High Prices
    • Inflated Prices through
    • Marketing Mark-up
    • Segmentation
    • Targeted products
  • 6. Deception
    • Various deception tactics, such as
    • False pricing claims
    • Deceptive (“bulked”) packaging
    • Untrue claims/ “omissions” in comms
  • 7. Selling
    • Deceptive Sales techniques, especially
    • Focus on high-pressure selling
    • Deceptive sales techniques
  • 8. Bad Products
    • Inferior or unsafe products, because
    • Poor training
    • Poor safety mechanisms
    • “ Made in XYZ” syndrome
    • Potentially harmful products
  • 9. Product Lifetime Obsolescence
    • “Conned” into buying new products because:
    • Need for replacement before obsolete
    • Style-slaving
    • Feature manipulation
  • 10. Disadvantaged Consumer Whammy
    • Products suited for affluent markets:
    • “ Poor” pay more (PAYG)
    • Weblining
  • 11. Actions against marketing
    • Selling practices
    • Advertising decisions
    • Channel decisions
    • Product decisions
    • Packaging decisions
    • Price decisions
    • Competitive reaction decisions
  • 12. Remember... You
  • 13. The “tricky triangle” Society & Welfare Company & Profit Consumers’ Wants
  • 14. Product Classification Consumer Benefit Consumer Satisfaction Low High High Pleasing Products Deficient Products Desirable Products Salutary Products
  • 15. Sustainable Marketing
    • Marketing focused on real consumer-orientation
    • Products which provide real improvements for the consumer
    • Companies mission driven by societal needs, not product(s /categories )
    • Hones, truthful and complete communication