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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).
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Principles of Marketing Lecture-43
Definitions • E- Commerce • E-Marketing • E-Business
Business-to-Consumer (B2C) Basic Forms of Electronic Commerce Business-to-Business (B2B)
The current issues and marketing can be divided into two major subjects: • Ethics • Social responsibility • The two concepts are very closely related
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
High Prices Poor Service Deceptive Practices Marketing’s Impact on Individual Consumers Planned Obsolescence High Pressure Selling Shoddy or Unsafe Products
The Marketing Function is Accused by Society of Creating: False Wants and Too Much Materialism Too Few Social Goods Too Much Political Power Cultural Pollution
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.).
Critics Charge that a Company’s Marketing Practices Can Harm Other Companies and Reduce Competition Through..
Acquisitions of Competitors Marketing Practices that Create Barriers to Entry Unfair Competitive Marketing Practices
Distributor Relations Advertising Standards Product Development Corporate Marketing Ethics Policies Pricing Customer Service General Code
The Right to Be Informed The Right to Be Safe Basic Consumer Rights The Right to Be Heard The Right to Choose
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.
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.
Consumer-Oriented Marketing Innovative Marketing Value Marketing Sense-of-Mission Marketing Societal Marketing
Society (Human Welfare) Societal Marketing Concept Consumers (Satisfaction) Company (Profits)
Consumer and Producer Freedom Curbing Potential Harm Meeting Basic Needs Economic Efficiency Key Principles for a Public Policy Toward Marketing Innovation Consumer Education Consumer Protection
Society (Human Welfare) Societal Marketing Concept Consumers (Satisfaction) Company (Profits)
