4 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-1 A Broader Perspective on Marketing

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-2 C HAPTER O BJECTIVES 1. What is the relationship between marketing and society? How do marketers respond to culture, consumerism, and environmentalism? 2. What are the most important ways laws and regulations affect marketing strategy? 3. What are the ethical responsibilities of marketers?

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-3 O BJECTIVE 1 What is the relationship between marketing and society? How do marketers respond to culture, consumerism, and environmentalism?

DEFINEDDEFINED Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-4 A Society is a community, nation, or group that shares common traditions, institutions, activities, and interests.

EXPLAINEDEXPLAINED Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-5 M ARKETING AND S OCIETY Marketing Encourages Consumption Embellishes Claims Environment Non-profit Societal Change Products Satisfy Needs Offer Access to Products The red ovals (- sign) represent the criticisms of marketing, while the green ovals (+ sign) represent the positive elements of marketing.

APPLIEDAPPLIED Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-6 S OCIETY Governments Consumers Nongovernmental (Watch Dog Groups) my/malaysia/ngo.html Businesses

DEFINEDDEFINED Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-7 Culture is the shared values, beliefs, and preferences of a particular society.

EXPLAINEDEXPLAINED Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-8 C ULTURE National Regional Local Subculture

APPLIEDAPPLIED Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-9 C ULTURAL I NFLUENCERS ConsumerismEnvironmentalism Eight Basic Rights of Consumers: Safety Be Informed Choose Be Heard Satisfaction of Basic Needs Redress (Legal Action) Consumer Education Healthy Environment

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-10 O BJECTIVE 2 What are the most important ways laws and regulations affect marketing strategy?

DEFINEDDEFINED Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-11 Laws are rules of conduct or action prescribed by an authority, or the binding customs or practices of a community.

EXPLAINEDEXPLAINED Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-12 M ARKETING AND THE L AW False Advertising Product Safety Nutritional Labeling Consumer Privacy Fairness in Lending Deceptive Pricing

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-13 O BJECTIVE 3 What are the ethical responsibilities of marketers?

DEFINEDDEFINED Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-14 Social Responsibility is concern for how a person’s (or company’s) actions might affect the interest of others.

EXPLAINEDEXPLAINED Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-15 S OCIAL R ESPONSIBILITY OrganizationSociety The social marketing concept holds that marketing efforts should be used to improve the lives of individuals.

APPLIEDAPPLIED Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-16 C ORPORATE S OCIAL R ESPONSIBILITY Corporate Social Responsibility Do No Harm Foster Trust Embrace Ethical Value

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall4-17 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.