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  • 1. Chapter 20 Marketing and Society: Social Responsibility and Ethics PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong
  • 2. Social Criticisms of Marketing High Prices Shoddy or Unsafe Products Poor Service Deceptive Practices Planned Obsolescence High Pressure Selling Marketing’s Impact on Individual Consumers
  • 3. Marketing’s Impact on Society Too Few Social Goods False Wants and Too Much Materialism Too Much Political Power Cultural Pollution The Marketing Function is Accused by Society of Creating:
  • 4. Marketing’s Impact on Other Businesses Acquisitions of Competitors Marketing Practices that Create Barriers to Entry Unfair Competitive Marketing Practices Critics Charge that a Company’s Marketing Practices Can Harm Other Companies and Reduce Competition Through:
  • 5. Consumerism The Right to Be Safe The Right to Be Informed The Right to Be Heard The Right to Choose Basic Consumer Rights
  • 6. Environmentalism Environmentalism Practice Product Stewardship Practice Pollution Prevention Have a Sustainability Vision Adopt Designs for the Environment Plan for New Environmental Technologies
  • 7. Enlightened Marketing Consumer-Oriented Marketing Innovative Marketing Value Marketing Sense-of-Mission Marketing Societal Marketing
  • 8. Societal Classification of Products Long-Run Consumer Benefit Low High Immediate Satisfaction High Low Salutary Products Deficient Products Desirable Products Pleasing Products
  • 9. Marketing Ethics Customer Service Pricing Distributor Relations General Code Product Development Advertising Standards Corporate Marketing Ethics Policies
  • 10. Principles For Public Policy Toward Marketing Key Principles for a Public Policy Toward Marketing Economic Efficiency Meeting Basic Needs Innovation Curbing Potential Harm Consumer Education Consumer Protection Consumer and Producer Freedom