1. SOCIALLY RESPONSIVE MARKETING
CHAPTER 02
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CHAPTER 2
SOCIALLY RESPONSIVE MARKETING
2-1 The Impact of Marketing
2-2 Criticisms of Marketing
Chapter 2
MARKETING

2. THE IMPACT OF MARKETING
2-1
Chapter 2
THE IMPACT OF MARKETING
GOALS
Explain how marketing affects businesses.
Describe marketing’s impact on individuals.
Discuss ways marketing benefits society.

3. Marketing Affects Businesses
Chapter 2
Marketing Affects Businesses
Critical business function
Customer satisfaction

4. Why do businesses that use the marketing concept benefit more from marketing?
Businesses that use the marketing concept benefit more from marketing because they are better able to determine customer needs, attitudes, likes, and dislikes and use that information to develop profitable products that meet those needs.
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5. Marketing Helps People
Chapter 2
Marketing Helps People
Better products at a lower cost
Expanded opportunities

6. What percentage of jobs in the United States involve the performance of marketing activities?
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Between 25% and 33% of all jobs in the United States are marketing jobs or have marketing as a major job responsibility.

7. Marketing Benefits Society
Chapter 2
Marketing Benefits Society
New and better products
Better standards of living
Improved international trade

8. Benefits of Marketing Businesses meet consumer needs
Chapter 2
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

9. How does marketing help the environment?
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Marketing helps the environment by fostering the development of products that satisfy customers’ needs more effectively. As a result, natural resources are used efficiently and fewer products are wasted or disposed of prematurely.

10. Name at least two things that tend to occur when the marketing concept is used effectively.
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11. Today’s computers are much more powerful and versatile than those of even a few years ago. Which of the following terms best describes today’s computer prices compared to a few years ago: much more, more, about the same, or less?
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12. Name three marketing jobs.
Salesperson
Customer service representative
Warehouse employee
Inventory specialist
Marketing researcher
Public relations personnel
Writers and editors
Media relations spokespersons
Distributor

13. What are some of the ways in which marketing improves a society’s standard of living?
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14. What are some of the ways that marketing improves international trade?
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15. CRITICISMS OF MARKETING
2-2
Chapter 2
CRITICISMS OF MARKETING
GOALS
Discuss three common criticisms of marketing.
Explain how marketing can be used to solve social problems.

16. Common Complaints Marketing causes unneeded purchases
Chapter 2
Common Complaints
Marketing causes unneeded purchases
Marketing wastes money
Marketing is not always needed

17. The Typical Costs of Marketing
Chapter 2
The Typical Costs of Marketing
Total product price (100%)
Product Price
Average cost of all marketing activities (50%)
Average cost of sales and advertising (2–10%)

18. Why is a business that is committed to long-term customer relationships less likely to use high-pressure sales tactics?
Businesses that are committed to long-term relationships are concerned with fully satisfying customers’ real needs so that they come back again and again. They have nothing to gain from high-pressure sales tactics which generally are used to close sales that customers would otherwise not make and more often than not soon regret.
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19. Marketing Solves Problems
CHAPTER 02
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Chapter 2
Marketing Solves Problems
Marketing increases public awareness
Marketing helps match supply with demand
MARKETING

20. If a heat wave in the West is causing electrical outages, how can marketing help alleviate the problem?
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Electricity can be diverted along the nation’s power grid from other areas that have excess supplies and then resold to power companies in the affected areas. That helps the companies with excess power to sell their surplus and operate at optimum capacity, and at the same time it helps alleviate the shortage.

21. On average marketing costs represent what percentage of the price that a consumer pays for a product?
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22. On average, the cost of sales and promotions represent what percentage of the price that a consumer pays for a product?
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23. If sellers do not perform certain marketing functions why doesn’t that reduce the final cost of a product to the consumer?
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24. Name several public awareness campaigns that are intended to benefit society.

25. 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?
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