Socially Responsive Marketing 2-1: The Impact of Marketing 2-2: Criticisms of Marketing 2-3: Increasing Social Responsibility

Explain how marketing affects businesses Marketing helps businesses find customers Marketing helps businesses sell their products/services profitably Marketing is used to identify & understand customers. Customer needs, attitudes, likes & dislikes can be determined--then a variety of products can be developed to meet those needs Marketing also provides many employment opportunities: 25% -33% of all jobs in the U.S. are marketing jobs or have marketing as a major job responsibility Marketing skills can also help you meet personal goals

Describe Marketing’s Impact of Individuals Individuals benefit from marketing because it improves the exchanges that occur between businesses & consumers. Marketing provides us with better products at reasonable prices. Marketing provides employment opportunities. Between 1/4 & 1/3 of all job in the U. S. are marketing jobs or have marketing as a major job responsibility.

Discuss Ways Marketing Benefits Society Businesses meet consumer needs Consumers make better decisions Natural resources are used more effectively Standard of living is improved International trade increases. More efficient automobiles that use less gasoline & cause less pollution. Biodegradable products reduce the growing need for landfill space Airbags & motorcycle helmets. Without marketing, international trade would not be possible--methods of shipping, how to sell products in foreign cultures, & promotional methods for region are all examples.

Criticisms of Marketing 2-2 Discuss 3 common criticisms of marketing. Explain how marketing can be used to solve social problems.

3 Common Complaints Marketing causes unneeded purchases Marketing wastes money Marketing is not always needed

Marketing Solves Problems Marketing increases public awareness Through communication people are more aware of societal problem. Identify issues in our society: Marketing helps match supply & demand Marketing helps to prevent or reduce the impact of problems that could otherwise result in serious outcomes for society

Increasing Social Responsibility Define Consumerism. Explain ways by which businesses improve their own practices. Discuss how ethical issues affect marketers’ professional responsibilities.

Increasing Social Responsibility Marketers must be willing to pay attention to society’s needs to determine how businesses can address those needs. The trend today is for businesses to be more socially responsible & to aid in solving the problems facing society. When making decisions, business people realize that they must consider factors beyond what their customers want & what is most profitable.

Increasing Social Responsibility 1.Consumerism: The organized actions of groups of consumers seeking to increase their influence on business practices. Consumer groups develop materials for educational support, develop consumer organizations that test products, & possibly even boycott a company or product. 2.Government Regulations: *Laws have been established to help protect consumers 3.Improving Business Practices *Businesses know if consumers are dissatisfied, they will stop buying or if social problems exist, gov’t may have to have more regulations so businesses try to improve on their own. Increasing the social responsibility of businesses is occurring in 3 ways:

Explain ways by which businesses improve their own practices. Codes of Ethics: A set of standards or rules that guide ethical business behavior. Self-Regulation: Taking personal responsibility for actions. Social Action: Becoming active in the community to help with social issues.

Discuss how ethical issues affect marketers’ professional responsibilities Responsibility to Customers: business people are expected to be honest & fair in dealings with customers. Harm & Accountability: Improper marketing can harm customers…society is hurt by businesses that have no concern for products they sell; many businesses have been fined or imprisoned as a result of unethical actions.