阿姆斯特朗《市场营销学（第13版）》 课件 第 16 章 可持续营销：社会责任和伦理道德.pptx

Marketing:AnIntroductionThirteenthEditionChapter16SustainableMarketing:SocialResponsibilityandEthicsCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved

LearningObjectives(1of4)16-1. Definesustainablemarketinganddiscussitsimportance.16-2. Identifythemajorsocialcriticismsofmarketing.16-3. Defineconsumerismandenvironmentalismandexplainhowtheyaffectmarketingstrategies.

LearningObjectives(2of4)16-4.Describetheprinciplesofsustainablemarketing.16-5.Explaintheroleofethicsinmarketing.

FirstStop:Patagonia“ConsciousConsumption”—TellingConsumerstoBuyLessAfor-profitcompanytellingconsumerstobuylesssoundscrazy.

LearningObjective16-1Definesustainablemarketinganddiscussitsimportance.

Figure16.1-SustainableMarketing

SustainableMarketingTheMcDonald’s“PlantoWin”strategyhascreatedsustainablevalueforbothcustomersandthecompany.

LearningObjective16-1SummarySustainablemarketing–meetingpresentneedswhilepreservingtheabilityoffuturegenerationstomeettheirneeds.Sustainablemarketingcallsforsociallyandenvironmentallyresponsibleactions.Sustainablemarketingrequiresconsumers,companies,publicpolicymakers,andotherstoworktogether.

LearningObjective16-2Identifythemajorsocialcriticismsofmarketing.

SocialCriticismsofMarketingImpactonIndividualConsumersImpactonSocietyasaWholeImpactonOtherBusinesses

Marketing’sImpactonIndividualConsumers(1of2)HighpricesDeceptivepracticesHigh-pressuresellingShoddy,harmful,orunsafeproductsPlannedandperceivedobsolescencePoorservicetodisadvantagedconsumers

Marketing’sImpactonIndividualConsumers(2of2)Lawsuitsagainst5-HourEnergydrinkmarketersallegethatthebrandsadvertisingisdeceptiveandmisleading.

Marketing’sImpactonSocietyasaWhole(1of2)FalseWantsandTooMuchMaterialismTooFewSocialGoodsCulturalPollution

Marketing’sImpactonSocietyasaWhole(2o