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Mkt4007 7
 

Mkt4007 7

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    Mkt4007 7 Mkt4007 7 Presentation Transcript

    • Societal Impact of Marketing Communications MKT4007
    • Is it
      • Strong?
      • Weak?
      • The source of all evil?
      • Subliminal and pervasive?
    • The problem Marketing Materialism False Wants “Cultural Pollution” Political Power No Social Goods
    • Distorted Competition
      • Natural competition is distorted because:
      • High barriers to entry (brands?)
      • Acquisition of competitors
      • Collusion
      • Political influence
    • High Prices
      • Inflated Prices through
      • Marketing Mark-up
      • Segmentation
      • Targeted products
    • Deception
      • Various deception tactics, such as
      • False pricing claims
      • Deceptive (“bulked”) packaging
      • Untrue claims/ “omissions” in comms
    • Selling
      • Deceptive Sales techniques, especially
      • Focus on high-pressure selling
      • Deceptive sales techniques
    • Bad Products
      • Inferior or unsafe products, because
      • Poor training
      • Poor safety mechanisms
      • “ Made in XYZ” syndrome
      • Potentially harmful products
    • Product Lifetime Obsolescence
      • “Conned” into buying new products because:
      • Need for replacement before obsolete
      • Style-slaving
      • Feature manipulation
    • Disadvantaged Consumer Whammy
      • Products suited for affluent markets:
      • “ Poor” pay more (PAYG)
      • Weblining
    • Actions against marketing
      • Selling practices
      • Advertising decisions
      • Channel decisions
      • Product decisions
      • Packaging decisions
      • Price decisions
      • Competitive reaction decisions
    • Remember... You
    • The “tricky triangle” Society & Welfare Company & Profit Consumers’ Wants
    • Product Classification Consumer Benefit Consumer Satisfaction Low High High Pleasing Products Deficient Products Desirable Products Salutary Products
    • 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