The Art Essay example

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MARKETING AN INTRODUCTION Armstrong/Kotler

Sustainable Marketing
Social Responsibility and Ethics

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Outline
• Sustainable Marketing • Social Criticisms of Marketing • Consumer Actions to Promote Sustainable Marketing • Business Actions Toward Sustainable Marketing • Marketing Ethics • The Sustainable Company
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1. Sustainable Marketing
Sustainable marketing is socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
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1. Sustainable Marketing

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2. Social Criticisms of Marketing - Marketing’s Impact on Individual Consumers

High prices Deceptive practices High-pressure selling Shoddy, harmful, or unsafe products Planned obsolescence

Poor service to disadvantaged consumers

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2. Social Criticisms of Marketing
• False wants and too much materialism • Too few social goods • Cultural pollution • Acquisitions • Creating barriers to entry • Unfair competitive marketing practices

Marketing’s Impact on society
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Marketing’s Impact on other businesses
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3. Consumer Actions to Promote Sustainable Marketing
Consumerism is an organized movement of citizens and government agencies to improve the

rights and power of buyers in relation to sellers.
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3. Consumer Actions to Promote Sustainable Marketing – Seller’s Rights
The right to introduce any product provided it is not hazardous, or if it is, to include warnings

The right to charge any price for the product, provided no discrimination exists
The right to spend any amount to promote the product, provided it is not defined as unfair competition The right to use any product message, provided it is not misleading or dishonest

The right to use any buying incentive programs, provided they are not unfair or misleading
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3. Consumer Actions to Promote Sustainable Marketing – Buyer’s Rights
Traditional Buyer’s Rights
The right not to buy a product that is offered for sale

Additional Consumer Rights
The right to be well informed about important aspects of the product. The right to be protected against questionable products and marketing practices The right to influence products and marketing practices in ways that will improve the “quality of life” The right to consume now in a way that will preserve the world for future generations of consumers
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The right to expect the product to be safe

The right to expect the product to perform as claimed

3. Consumer Actions to Promote Sustainable Marketing
Environmentalism is an organized movement of concerned citizens and government agencies to protect and improve people’s

current and future living environment.

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The Environmental Sustainability Portfolio

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4. Business Actions Toward Sustainable Marketing
- Sustainable Marketing Principles

Consumeroriented marketing

Customervalue marketing

Innovative marketing

Sense-ofmission marketing

Societal marketing

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- Sustainable Marketing Principles
a) Consumer-oriented marketing is the philosophy of sustainable marketing that…