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Marketing Impacts Society

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2.3 Increasing Social Responsibility. The Impact of Marketing. Goals for ... Fashion designers who have extremely thin models present their clothing lines to ... – PowerPoint PPT presentation

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Title: Marketing Impacts Society


1
Marketing Impacts Society
  • 2.1 The Impact of Marketing
  • 2.2 Criticisms of Marketing
  • 2.3 Increasing Social Responsibility

2
The Impact of Marketing
  • Goals for Lesson 2.1
  • Explain how marketing affects businesses
  • Describe marketings impact on individuals
  • Discuss ways marketing benefits society

3
Marketing Positive vs Negative
  • Important to determine if marketing plays a
    positive or negative role
  • Does marketing contribute to businesses,
    individuals, society
  • Positive A community hospital that describes
    the various services
  • Negative Fashion designers who have extremely
    thin models present their clothing lines to the
    public

4
Marketing Affects Businesses
  • Critical Business Function
  • Understanding the seven marketing functions
    (product management, distribution, selling,
    marketing-information management, financing,
    pricing, promotions
  • Using the marketing concept (using the needs of
    customers as the primary focus during planning,
    production, distribution and promotion

5
Marketing Affects Business
  • Customer Satisfaction
  • Understanding the needs and wants of customers
  • Understanding the likes and dislikes of customers
  • Helps businesses make better decisions about what
    to sell and how to sell it
  • Allows companies to operate more efficiently

6
Marketing Helps People
  • Locations of stores
  • Favorite brands
  • Prices clearly labeled
  • Types of payments
  • Helps satisfy customer needs

7
Marketing Helps People
  • Better Products at Lower Costs
  • Wants/Needs and Likes/Dislikes lead to
    improvements of products and new products are
    developed
  • Product meets customer needs
  • Results in higher sales volume
  • Increase sales allow business to produce products
    more efficiently
  • Causes costs to decrease

8
Customer Satisfaction
Product Costs and Prices
9
Marketing Helps People
  • Expanded Opportunities
  • One-fourth of all jobs in the US are marketing
    jobs
  • Financially rewarding
  • Helps you become a better consumer
  • Marketing Skills can with other activities
    (elections, college planning, fundraising)

10
Think Critically
  • Buying the naming rights for publicly owed sports
    stadiums and arenas is obviously good for
    taxpayers wallets, and it is apparently good for
    business too. At astronomical prices such rights
    have been selling lately, they had better be very
    good businesses shelling out, in one case, more
    than 100 million over 15 years.
  • Businesses that slap their names on stadiums
    figure to get billions of impressions per year
    from fans, passers-by, and television viewers.
    Typically the corporate name goes on signs seen
    from adjacent roadways, on stadium entrances, and
    inside near the scoreboards. In addition, naming
    rights deals usually include other amenities such
    as luxury boxes, complimentary tickets, and game
    sponsorships.
  • In a recent survey, 9 of 10 people knew the
    corporate sponsors of their local sports arenas.
    And 6 of 10 respondents said that naming a sports
    venue after a corporate sponsor was good for the
    community. The practice has become so common
    that the public now expects it, and the taxpayers
    increasingly demand it as a way to recoup costs.
  • 1. In what ways does buying naming rights
    differ from buying TV spots for a popular
    sporting event such as the Super Bowl or World
    Series?
  • 2. What are some of the possible drawbacks of
    putting a businesss name on a public sports
    arena?

11
Marketing Benefits Society
  • New and better products
  • Better standards of living
  • Promotes international trade

12
New and Better Products
  • Products and services that help society in
    general
  • Example more efficient automobiles that use less
    gasoline and cause less pollution
  • Giving consumers what they want, allowing natural
    and raw resources to be used less

13
Better Standards of Living
  • Based on the products and services available to
    consumers
  • Countries with a well developed marketing system
    are able to make better products
  • More jobs for citizens and higher paying jobs

14
Promotes International Trade
  • Marketing has been particularly effective in
    improving international trade
  • US is the large consumer of foreign products
  • Marketers help determine where products can be
    sold and how to sell them in those countries

15
Benefits of Marketing
  • Businesses meet consumer needs
  • Consumers make better decisions
  • Natural resources are used more effectively
  • Standard of living is improved
  • International trade increases

16
Journal
  • List at least three benefits that both consumers
    and businesses gain by positive marketing
    practices. You should provide specific examples
    of businesses and list benefits gained by both
    businesses and consumers.

17
Criticisms of Marketing
  • Goals for Lesson 2.2
  • Discuss three common criticisms of marketing
  • Explain how marketing can be used to solve social
    problems

18
Common Complaints
  • Marketing causes unneeded purchases
  • Marketing wastes money
  • Some products do not need marketing

19
Causes Unneeded Purchases
  • Marketing can increase sales of products
  • Attractively packaged
  • Advertising to encourage purchase
  • Special financing
  • Does the consumer really need it?
  • Long term results
  • Dissatisfaction
  • Returning of products
  • Will the consumer buy your products again?

Businesses must be sensitive to the needs and
experiences of customers. Products and services
should be carefully match. Must value long-term
relationships.
20
Wastes Money
  • 50 of the price of products comes from marketing
    activities.
  • Selling and advertising make up about 5 - 10
  • Effective marketing actually lowers prices in the
    long run
  • More competition helps keep prices low
  • Increased sales volume and competition result in
    lower prices for consumers

21
Some Products Dont Need Marketing
  • Consumer would be responsible for locating the
    product
  • Consumer would have to gather information about
    it
  • No financing options
  • No distribution of the product

22
Marketing Solves Problems
  • Marketing increases public awareness
  • Marketing helps match supply with demand

23
Increases Public Awareness
  • Serious problems facing society (health care,
    crime levels, poverty, diseases, racism,
    education, unemployment, drug use, the
    environment.
  • How can Marketing help?
  • Communication
  • Advertisements
  • Public Service Announcements

24
Helps Match Supply Demand
  • Products and services are not always available
    where they are most needed
  • Effective distribution is can help match supply
    with demand
  • Helps prevent or reduce the impact of problems
    that could affect society

25
Journal Review Questions
  • 1. On average, marketing costs represent what
    percentage of the price that a consumer pays for
    a product?
  • 2. On average, costs of sales and promotions
    represent what percentage of the price that a
    consumer pays for a product?
  • 3. If sellers do not perform certain marketing
    functions, why doesnt that reduce the final cost
    of a product to the consumer?
  • 4. Name several public awareness campaigns that
    are intended to benefit society?
  • 5. If cranberry growers were suffering from an
    oversupply of cranberries that slashed prices and
    threatened to put them out of business, how could
    marketing help them?

26
Increasing Social Responsibility
  • Goals for Lesson 2.3
  • Define consumerism
  • Explain ways which businesses improve their own
    practices
  • Discuss how ethical issues affect marketers
    professional responsibilities

27
Consumer Protection
  • Increasing Social Responsibility
  • Growth of Consumerism
  • Government regulations

28
Social Responsibility
  • Marketers must be willing to pay attention to
    societys needs
  • The trend today is a greater expectation for
    business to be socially responsible
  • It is not all about customers wants/needs and
    making a profit
  • Businesses need to think about the long run

29
Growth of Consumerism
  • Definition the organized actions of groups of
    consumers seeking to increase their influence on
    business practices.
  • Consumer Bill of Rights (JFK, 1960s) four basic
    rights to all consumers
  • Adequate and accurate information
  • Safe products
  • Product choices
  • Communicate ideas to business and government

30
Consumerism
  • Consumer education, consumer information
    lobbying, product boycotts
  • Organizations that test products to determine
    safety and value
  • Boycotts an organized effort to influence a
    company by refusing to buy their product
  • Government Regulations Consumer Laws Handout

31
Improving Practices
  • Code of ethics a statement of responsibilities
    for honest and proper conduct.
  • Enforced by penalties established by the industry
  • Self-Regulation taking responsibility for
    actions
  • BBB gathers info for consumers about problems
  • Buyers Bill of Rights
  • Responsibilities of Marketers (Figure 2-8)

32
Discussion
  • At your table name three or four additional items
    that would add to the code of ethics in Figure
    2-8 if they were consumer rights advocates or if
    they owned a business. Students should explain
    why each additional item would be an important
    ethics issue to include.

33
Improving Practices
  • Social Action business people helping to solve
    some of societys major problems
  • Ex Members Only drug abuse and voter
    registration
  • Ex Nike Literacy Program
  • Ex McDonalds Ronald McDonald Houses

34
Ethics in Marketing
  • Ethics decisions and behavior based on honest
    and fair standards
  • Responsibility to Customers
  • Marketers have a direct relationship with
    customers
  • Marketing Code of Ethics (product planning,
    promotion, pricing, distribution, and marketing
    research
  • Decisions and actions should be evaluated

35
Ethics in Marketing
  • Harm and Accountability
  • Marketers must remember that their emphasis must
    be on what is best for everyone in an exchange
  • No concern for society or customers
  • Illegal behavior
  • Educational programs for employees

36
Journal
  • Write one sentence to summarize each of the
    following phrases
  • Consumer Protection
  • Improving Practices
  • Ethics in Marketing
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