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Chapter 2 Marketing Impacts Society
Topics
The Impact of MarketingCriticisms of MarketingIncreasing Social Responsibility
Objectives
Explain how marketing affects businesses.
Describe marketing’s impact on individuals.
Discuss ways marketing benefits society.
Marketing Affects Businesses
Helping businesses find a suitable market for their products and/or services.
Does marketing play a positive or negative roles?How can they improve negative marketing
techniques?
Critical Business Function
Without marketing, businesses would not be able to survive
The Marketing ConceptAllows business to benefit more Identifies the customers; likes, dislikes, and
attitude Customer Satisfaction
Marketing Helps People
What to look for when shopping…LocationPriceCustomer Service
High PricesHigh costs of distributionHigh advertising and promotion costsExcessive markups
Lower Cost
High number of products at a lower costIncrease in sales = Increase in
production Customer Satisfaction Production and Marketing
Costs
Expanded Opportunities
Opening Up New OpportunitiesSalespeopleCustomer Service RepresentativesWarehouse Managers Inventory SpecialistsMarketing Research Personnel
Marketing Benefits Society
New and better productsBetter standards of livingPromotes international trade
Where products can be soldHow to sell them in countries that may have
very different business procedures, money systems, and buying practices.
Benefits of Marketing
Businesses meet consumer needsConsumers make better decisionsNatural resources are used more
effectivelyStandard of living is improvedInternational trade increases
CRITICISMS OF MARKETING
Discuss three common criticisms of marketing.
Explain how marketing can be used to solve social problems.
Common Complaints
Marketing causes unneeded purchasesMarketing wastes moneySome products don’t need marketing
Criticisms for Businesses
Acquisitions of CompetitorsMarketing PracticesCreating Barriers to Entry
Typical Cost of Marketing
Product Price
Total product price (100%)
Average cost of all marketing activities (50%)
Average cost of sales and advertising (2 – 10%)
Marketing Solves Problems
Marketing increases public awareness.Marketing helps match supply with
demand.
Supply and Demand
DemandWhat the consumer is willing to buy.
SupplyWhat the producer is willing to produce
Supply and Demand
Increase Social Responsibility
Define consumerism.Explain ways which businesses improve
their own practices.Discuss how ethical issues affect
marketers’ professional responsibilities.
Consumer Protection
BUSINESSBUSINESS
GOVERNMENTGOVERNMENT
CONSUMER CONSUMER GROUPSGROUPS
Consumerism
Organized actions of a group of consumers seeking to increase their influence on business practices.
Social ResponsibilityConcern about the consequences of actions
on othersFigure 2-7 pg 45
Marketing’s Impact on Individual ConsumersDeceptive Practices
Pricing PromotionPackaging
High-Pressure Selling
Government Regulations
Laws and regulations are designed tooooooooooooooooooo… Improve social impacts of business
practicesProtect consumers
Improving Practices
Codes of ethicsStatement of responsibilities for honest and
proper conductSelf-regulation
Personal responsibilitySocial actionFigure 2-8 pg 47
Ethics in Marketing?
Responsibility to customersSatisfy needs and wants
Harm and accountabilityProvide products and services that meet the
requirements that are set forth by the business.
Provide the best products and services.