Principles of Marketing

Document Sample
Principles of Marketing Powered By Docstoc
					Principles of
 Marketing

 Lecture-43
Summary
    of
Lecture-42
e-Marketing
The Birth of the
   Internet
   The Role of the
Internet in Marketing
       Definitions

• E- Commerce

• E-Marketing

• E-Business
  Rules of
E-Marketing
Basic Forms of
Virtual Business
              Business-to-Consumer
                      (B2C)
Basic Forms
     of
 Electronic
Commerce

              Business-to-Business
                     (B2B)
Decision Variables of
 the Marketing Mix
Catch for Pakistani
    Business
Today’s Topics
Marketing and
   Society
Current Issues
 in Marketing
• The current issues and
  marketing can be divided
  into two major subjects:
 –Ethics

 –Social responsibility

• The two concepts are very
  closely related
Marketing Ethics
• Marketers’ standards of
 conduct and moral values.

• People develop standards of
 ethical behavior based on their
 own systems of values and that
 may differ from employers
 organizational ethics, which,
 produces conflicts
Social Criticisms of
    Marketing
                 High
                Prices
  Poor                       Deceptive
 Service                     Practices
               Marketing’s
                Impact on
                Individual
               Consumers       High
  Planned
                             Pressure
Obsolescence
                              Selling
               Shoddy or
                 Unsafe
                Products
   Marketing’s
Impact on Society
The Marketing Function is Accused
     by Society of Creating:

    False Wants
      and Too        Too Few
       Much           Social
    Materialism       Goods


     Too Much        Cultural
      Political      Pollution
       Power
   Ethical
 Questions
in Marketing
     Product
• Planned obsolescence
• Product quality and safety
• Product warranties
• Fair packaging and labeling
• Pollution
• Packages larger than
 necessary to gain shelf
 space
• Odd-sized packages to
 complicate price
 comparisons
• Product testing on animals
      Price
•Price fixing
•Price discrimination
•Price increases
•Deceptive pricing
   Distribution
•Exclusive territories
•Dumping
•Dealer rights
•Predatory competition
• What degree of control should
 the firm exert over its channel?

• Should a company distribute its
 products in marginally
 profitable outlets that lack
 alternative sources of supply?
      Promotion
• Bait-and-switch advertising
• Promotional allowances
• Bribery
• Promotion gives rise to more
 ethical questions than other
 components of the
 marketing mix.
• Advertising does everything
 from simple exaggeration to
 outright deceit (car
 advertisements where the
 fine print is so small you
 can’t read it.).
 Marketing’s Impact
on Other Businesses
Critics Charge that a
      Company’s
 Marketing Practices
   Can Harm Other
   Companies and
Reduce Competition
       Through..
Acquisitions     Marketing
    of         Practices that
Competitors    Create Barriers
                  to Entry

          Unfair
        Competitive
        Marketing
         Practices
Marketing Ethics
            Distributor
            Relations


  Product             Advertising
Development Corporate Standards
            Marketing
              Ethics
             Policies  Customer
   Pricing
                        Service


             General
              Code
Consumerism
The Right to Be Safe    The Right to Be Informed




      Basic Consumer Rights



The Right to Be Heard     The Right to Choose
   Social
Responsibility
• The collection of marketing
 philosophies, policies, procedures,
 and actions intended primarily to
 enhance society’s welfare.
• Social responsibility allows for
 easier measurement than
 marketing ethics.
• Government legislation can
 mandate socially responsible
 actions.
• Contemporary marketing
 decisions must consider the
 entire societal framework, not
 only in your own country but
 also throughout the world.

• Marketing decisions must also
 account for their eventual, long-
 term effects and for their results
 for future generations.
Marketing and
  ecology
• Ecology - the relationship
 between organisms and their
 natural environments
• Examples:  garbage disposal,
 acid rain, depletion of the
 ozone layer, global warming,
 and contamination of the air
 and water.
Enlightened
 Marketing
Consumer-Oriented Marketing


        Innovative Marketing


                 Value Marketing


                 Sense-of-Mission Marketing


                          Societal Marketing
                     Society
                 (Human Welfare)




                   Societal
                  Marketing
                  Concept
 Consumers                         Company
(Satisfaction)                     (Profits)
  Principles
 For Public
Policy Toward
  Marketing
                        Consumer and
                      Producer Freedom

                        Curbing Potential
                             Harm

                            Meeting Basic
                               Needs

  Key Principles                 Economic
for a Public Policy              Efficiency
Toward Marketing
                             Innovation

                          Consumer
                          Education
                         Consumer
                         Protection
                     Society
                 (Human Welfare)




                    Societal
                   Marketing
                   Concept

 Consumers                         Company
(Satisfaction)                     (Profits)
Enough for
 today. . .
Summary
Marketing and
   Society
• The current issues and
  marketing can be divided
  into two major subjects:
 –Ethics

 –Social responsibility

• The two concepts are very
  closely related
Social Criticisms of
    Marketing
                 High
                Prices
  Poor                       Deceptive
 Service                     Practices
               Marketing’s
                Impact on
                Individual
               Consumers       High
  Planned
                             Pressure
Obsolescence
                              Selling
               Shoddy or
                 Unsafe
                Products
   Marketing’s
Impact on Society
The Marketing Function is Accused
     by Society of Creating:

    False Wants
      and Too        Too Few
       Much           Social
    Materialism       Goods


     Too Much        Cultural
      Political      Pollution
       Power
   Ethical
 Questions
in Marketing
            Distributor
            Relations


  Product             Advertising
Development Corporate Standards
            Marketing
              Ethics
             Policies  Customer
   Pricing
                        Service


             General
              Code
   Social
Responsibility
                     Society
                 (Human Welfare)




                    Societal
                   Marketing
                   Concept

 Consumers                         Company
(Satisfaction)                     (Profits)
Next….
Review
Principles of
 Marketing

 Lecture-43

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:57
posted:6/17/2012
language:English
pages:62