Knowledge About Marketing Public Policy Decisions Corporate Marketing Decisions Nonprofit & Social Marketing Decisions Competition Within Markets Economic Growth & Develop- ment Consumer Welfare PATHS THROUGH WHICH MARKETING AFFECTS SOCIETAL WELFARE
Knowledge About Marketing Public Policy Decisions Corporate Marketing Decisions Nonprofit & Social Marketing Decisions Competition Within Markets Economic Growth & Develop- ment Consumer Welfare PATHS THROUGH WHICH MARKETING AFFECTS SOCIETAL WELFARE
Topic I: Social Marketing Link 12: How much do nonprofit and social marketing activities contribute to economic growth and development? –Promoting family planning –Promoting sustainable enterprise and micro-enterprise –Promoting literacy Link 13: How much do nonprofit and social marketing activities contribute to consumer welfare? –Anti-drug campaigns –Anti-tobacco campaigns (Topic III) –Mammogram campaigns –Responsible Drinking campaigns –Nutrition campaigns
Knowledge About Marketing Public Policy Decisions Corporate Marketing Decisions Nonprofit & Social Marketing Decisions Competition Within Markets Economic Growth & Develop- ment Consumer Welfare PATHS THROUGH WHICH MARKETING AFFECTS SOCIETAL WELFARE
Topic II: Corporate Societal Marketing Link 5: How much do corporate marketers and nonprofit/social marketers influence one another? How much cooperation occurs? –Cause-related marketing –Strategic philanthropy and sponsorships –Consumer panels and review boards Link 7: How much do corporate marketing activities contribute to economic growth and development? –Does demand-pull help? –Is distribution infrastructure necessary? Link 8: How much do corporate marketing activities contribute to consumer welfare? –Corporate social marketing (e.g., safety, nutrition, green) –Codes of ethics –Product modifications –Information provision in advertising and on web sites
Knowledge About Marketing Public Policy Decisions Corporate Marketing Decisions Nonprofit & Social Marketing Decisions Competition Within Markets Economic Growth & Develop- ment Consumer Welfare PATHS THROUGH WHICH MARKETING AFFECTS SOCIETAL WELFARE
Topic III: Consumer Protection Link 4: How much do public policy makers and corporate marketers influence one another? –Corporate responses to consumer protection rules and regulations – Corporate efforts to influence rules and regulations Link 8: Which corporate marketing activities harm consumers and which help them? –Privacy infringements –Deceptive and misleading advertising and selling –Deceptive and misleading pricing tactics –Product safety and liability problems –Unfair practices (for vulnerable populations) Link 9: How much do public policy actions protect consumers? –Effectiveness of information remedies (labels, disclosures, ratings) –Need for stronger protections (FDA, airport security, product bans)
Knowledge About Marketing Public Policy Decisions Corporate Marketing Decisions Nonprofit & Social Marketing Decisions Competition Within Markets Economic Growth & Develop- ment Consumer Welfare PATHS THROUGH WHICH MARKETING AFFECTS SOCIETAL WELFARE
Topic IV: Antitrust Link 4: How much do public policy makers and corporate marketers influence one another? –Corporate responses to antitrust actions and regulations –Corporate efforts to influence antitrust and regulations Link 6: Which corporate marketing actions are anti- competitive and which are pro-competitive? –Exploiting essential facilities –Exploiting patent, copyright, and trade dress protections –Collusive behavior –Discriminatory behavior Link 11: How much do public policy actions encourage competition? –Merger decisions –Deregulation –Patents and copyrights
Questions Associated with the Paths 1. How much and in what ways do public policy makers use the findings and approaches offered in the marketing literature? 2. How much and in what ways do corporate marketers use the findings and approaches offered in the marketing literature? 3. How much and in what ways do nonprofit and social marketers use the findings and approaches offered in the marketing literature? 4. How much do public policy makers and corporate marketers influence one another? How much do laws, regulations, and public programs affect the decisions of corporate marketers? How much do the actions of corporate marketers, either as marketers of products and services or as advocates, affect public policy? 5. How much do corporate marketers and nonprofit/social marketers influence one another? How much cooperation occurs?
6. Which corporate marketing actions are anti-competitive and which are pro-competitive? 7. How much do corporate marketing activities contribute to economic growth and development? 8. How much do corporate marketing activities contribute to consumer welfare? Which activities harm consumers and which help them? 9. How much do public policy actions protect consumers? 10. How much do public policy actions contribute to economic growth and development? 11. How much do public policy actions encourage competition? 12. How much do nonprofit and social marketing activities contribute to economic growth and development? 13. How much do nonprofit and social marketing activities contribute to consumer welfare?
14. How much does competition among corporate marketers contribute to consumer welfare? Are certain forms of competition harmful to consumers? 15. How much does competition among corporate marketers contribute to economic growth and development? 16. How much does economic growth and development contribute to consumer welfare? Can growth and development be harmful?