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Societal Impact of  Marketing Communications MKT4007
Is it <ul><li>Strong? </li></ul><ul><li>Weak? </li></ul><ul><li>The source of all evil? </li></ul><ul><li>Subliminal and p...
The problem Marketing Materialism False Wants “Cultural Pollution” Political Power No Social Goods
Distorted Competition <ul><li>Natural competition is distorted because: </li></ul><ul><li>High barriers to entry (brands?)...
High Prices <ul><li>Inflated Prices through </li></ul><ul><li>Marketing Mark-up </li></ul><ul><li>Segmentation </li></ul><...
Deception <ul><li>Various deception tactics, such as </li></ul><ul><li>False pricing claims </li></ul><ul><li>Deceptive (“...
Selling <ul><li>Deceptive Sales techniques, especially </li></ul><ul><li>Focus on high-pressure selling </li></ul><ul><li>...
Bad Products <ul><li>Inferior or unsafe products, because </li></ul><ul><li>Poor training </li></ul><ul><li>Poor safety me...
Product Lifetime Obsolescence <ul><li>“Conned” into buying new products because: </li></ul><ul><li>Need for replacement be...
Disadvantaged Consumer Whammy <ul><li>Products suited for affluent markets: </li></ul><ul><li>“ Poor” pay more (PAYG) </li...
Actions against marketing <ul><li>Selling practices </li></ul><ul><li>Advertising decisions </li></ul><ul><li>Channel deci...
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...
Sustainable Marketing <ul><li>Marketing focused on real consumer-orientation </li></ul><ul><li>Products which provide real...
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Mkt4007 7

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Mkt4007 7

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

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