社会责任与营销伦理.pptx
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1、Marketing and Society:Social Responsibility and Marketing Ethics营销与社会:社会责任和营销伦理20-1Objectives 目标Know the major social Know the major social criticisms of marketing.criticisms of marketing.Be able to define Be able to define consumerism and consumerism and environmentalism and know environmentalism a
2、nd know how they affect marketing how they affect marketing strategies.strategies.Learn the principles of Learn the principles of socially responsible socially responsible marketing.marketing.Learn the role of ethics in Learn the role of ethics in marketing.marketing.明确关于市场营明确关于市场营销主要的社会评销主要的社会评判判定义
3、消费者保护定义消费者保护主义和环境保护主义和环境保护主义,并解释它主义,并解释它们对营销策略的们对营销策略的影响影响描述社会营销原描述社会营销原理理解释市场营销中解释市场营销中道德规范的作用道德规范的作用20-2Only used organic Only used organic Only used organic Only used organic fruits and hormone-fruits and hormone-fruits and hormone-fruits and hormone-free milk free milk free milk free milk Bought
4、 from socially Bought from socially Bought from socially Bought from socially disadvantaged and disadvantaged and disadvantaged and disadvantaged and minority suppliersminority suppliersminority suppliersminority suppliersDonated 7.5%of Donated 7.5%of Donated 7.5%of Donated 7.5%of pretax profits to
5、pretax profits to pretax profits to pretax profits to good causesgood causesgood causesgood causesNatural-ingredient Natural-ingredient Natural-ingredient Natural-ingredient based cosmetics based cosmetics based cosmetics based cosmetics formulated without formulated without formulated without formu
6、lated without animal testinganimal testinganimal testinganimal testingDonated a percentage Donated a percentage Donated a percentage Donated a percentage of profits to animal-of profits to animal-of profits to animal-of profits to animal-rights groups and rights groups and rights groups and rights g
7、roups and homeless sheltershomeless sheltershomeless sheltershomeless sheltersBen&Jerrys.The Body ShopCase Study 案例研究20-3Growth and profits Growth and profits Growth and profits Growth and profits flattened for both flattened for both flattened for both flattened for both firms in the 1990sfirms in
8、the 1990sfirms in the 1990sfirms in the 1990s2000:Ben&Jerrys 2000:Ben&Jerrys 2000:Ben&Jerrys 2000:Ben&Jerrys was acquired by was acquired by was acquired by was acquired by Unilever;profit Unilever;profit Unilever;profit Unilever;profit driven management driven management driven management driven ma
9、nagement is now in charge of is now in charge of is now in charge of is now in charge of the Body Shop.the Body Shop.the Body Shop.the Body Shop.Lessons learned:Lessons learned:Lessons learned:Lessons learned:What you sell is What you sell is What you sell is What you sell is importantimportantimpor
10、tantimportant Be proud to be in Be proud to be in Be proud to be in Be proud to be in business business business business Make a solid Make a solid Make a solid Make a solid commitment to change commitment to change commitment to change commitment to change Focus on two bottom Focus on two bottom Fo
11、cus on two bottom Focus on two bottom lineslineslineslines Forget the hype Forget the hype Forget the hype Forget the hype Ben&Jerrys.The Body ShopCase Study 案例研究20-4Social Criticisms of Marketing社会对于营销的批评Marketings Impact Marketings Impact on Individual on Individual ConsumersConsumers High PricesH
12、igh Pricesvv High costs of High costs of distributiondistributionvv High advertising and High advertising and promotion costspromotion costsvv Excessive markups Excessive markups营销对个体消费者的影响定价过高定价过高vv高成本的分销高成本的分销vv高成本的广告和高成本的广告和促销促销vv过多毛利过多毛利20-5Social Criticisms of Marketing社会对于营销的批评Marketings Impac
13、t Marketings Impact on Individual on Individual ConsumersConsumers Deceptive PracticesDeceptive Practicesvv Pricing Pricing vv Promotion Promotionvv Packaging Packaging High-Pressure SellingHigh-Pressure Selling营销对个体消费者的影响欺诈作为欺诈作为vv定价定价vv促销促销vv包括包括强制买卖强制买卖20-6Social Criticisms of Marketing社会对于营销的批评M
14、arketings Impact Marketings Impact on Individual on Individual ConsumersConsumers Shoddy or Unsafe Shoddy or Unsafe ProductsProducts Planned Planned ObsolescenceObsolescence Poor Service to Poor Service to Disadvantaged Disadvantaged ConsumersConsumers营销对个体消费者的影响假冒伪劣或不安假冒伪劣或不安全产品全产品提前淘汰提前淘汰对穷人的恶劣服对穷
15、人的恶劣服务务20-7Social Criticisms of Marketing社会对于营销的批评Marketings Impact Marketings Impact on Society as a on Society as a WholeWhole False Wants and Too False Wants and Too Much MaterialismMuch Materialism Too Few Social Too Few Social GoodsGoods Cultural PollutionCultural Pollution Too Much Political T
16、oo Much Political PowerPower市场营销对整个社会的冲击不实的欲望和物不实的欲望和物质主义质主义社会公共财物太社会公共财物太少少文化污染文化污染政治权势过大政治权势过大20-8Social Criticisms of Marketing社会对于营销的批评Marketings Impact on Other BusinessesAcquisitions of Acquisitions of CompetitorsCompetitorsMarketing PracticesMarketing PracticesCreating Barriers to Creating Ba
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- 关 键 词:
- 社会 责任 营销 伦理
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