2. Principles of Marketing Lecture-43

3. Summary of Lecture-42

4. e-Marketing

5. The Birth of the Internet

6. The Role of the Internet in Marketing

7. Definitions E- Commerce E-Marketing E-Business

8. Rules of E-Marketing

9. Basic Forms of Virtual Business

10. Business-to-Consumer (B2C) Business-to-Consumer (B2C) Basic Forms of Electronic Commerce Basic Forms of Electronic Commerce Business-to-Business (B2B) Business-to-Business (B2B)

11. Decision Variables of the Marketing Mix

12. Catch for Pakistani Business

13. Today’s Topics

14. Marketing and Society

15. Current Issues in Marketing

16. The current issues and marketing can be divided into two major subjects: – Ethics – Social responsibility The two concepts are very closely related

17. Marketing Ethics

18. Marketers’ standards of conduct and moral values. People develop standards of ethical behavior based on their own systems of values and that may differ from employers organizational ethics, which, produces conflicts

19. Social Criticisms of Marketing

20. High Prices High Prices Shoddy or Unsafe Products Shoddy or Unsafe Products Poor Service Poor Service Deceptive Practices Deceptive Practices Planned Obsolescence Planned Obsolescence High Pressure Selling High Pressure Selling Marketing’s Impact on Individual Consumers

21. Marketing’s Impact on Society

22. Too Few Social Goods Too Few Social Goods False Wants and Too Much Materialism False Wants and Too Much Materialism Too Much Political Power Too Much Political Power Cultural Pollution Cultural Pollution The Marketing Function is Accused by Society of Creating:

23. Ethical Questions in Marketing

24. Product Planned obsolescence Product quality and safety Product warranties Fair packaging and labeling Pollution

25. Packages larger than necessary to gain shelf space Odd-sized packages to complicate price comparisons Product testing on animals

26. Price Price fixing Price discrimination Price increases Deceptive pricing

27. Distribution Exclusive territories Dumping Dealer rights Predatory competition

28. What degree of control should the firm exert over its channel? Should a company distribute its products in marginally profitable outlets that lack alternative sources of supply?

29. Promotion Bait-and-switch advertising Promotional allowances Bribery

30. Promotion gives rise to more ethical questions than other components of the marketing mix. Advertising does everything from simple exaggeration to outright deceit (car advertisements where the fine print is so small you can’t read it.).

31. Marketing’s Impact on Other Businesses

32. Critics Charge that a Company’s Marketing Practices Can Harm Other Companies and Reduce Competition Through..

33. Acquisitions of Competitors Acquisitions of Competitors Marketing Practices that Create Barriers to Entry Marketing Practices that Create Barriers to Entry Unfair Competitive Marketing Practices Unfair Competitive Marketing Practices

34. Marketing Ethics

35. Customer Service Customer Service Pricing Distributor Relations Distributor Relations General Code General Code Product Development Product Development Advertising Standards Advertising Standards Corporate Marketing Ethics Policies Corporate Marketing Ethics Policies

36. Consumerism

37. The Right to Be Safe The Right to Be Informed The Right to Be Heard The Right to Choose Basic Consumer Rights

38. Social Responsibility

39. The collection of marketing philosophies, policies, procedures, and actions intended primarily to enhance society’s welfare. Social responsibility allows for easier measurement than marketing ethics. Government legislation can mandate socially responsible actions.

40. Contemporary marketing decisions must consider the entire societal framework, not only in your own country but also throughout the world. Marketing decisions must also account for their eventual, long- term effects and for their results for future generations.

41. Marketing and ecology

42. Ecology - the relationship between organisms and their natural environments Examples: garbage disposal, acid rain, depletion of the ozone layer, global warming, and contamination of the air and water.

43. Enlightened Marketing

44. Consumer-Oriented Marketing Innovative Marketing Value Marketing Sense-of-Mission Marketing Societal Marketing

45. Society (Human Welfare) Society (Human Welfare) Consumers (Satisfaction) Consumers (Satisfaction) Company (Profits) Company (Profits) Societal Marketing Concept Societal Marketing Concept

46. Principles For Public Policy Toward Marketing

47. Key Principles for a Public Policy Toward Marketing Key Principles for a Public Policy Toward Marketing Economic Efficiency Economic Efficiency Meeting Basic Needs Meeting Basic Needs Innovation Curbing Potential Harm Curbing Potential Harm Consumer Education Consumer Education Consumer Protection Consumer Protection Consumer and Producer Freedom Consumer and Producer Freedom

48. Society (Human Welfare) Society (Human Welfare) Consumers (Satisfaction) Consumers (Satisfaction) Company (Profits) Company (Profits) Societal Marketing Concept Societal Marketing Concept

49. Enough for today...

50. Summary

51. Marketing and Society

52. The current issues and marketing can be divided into two major subjects: – Ethics – Social responsibility The two concepts are very closely related

53. Social Criticisms of Marketing

54. High Prices High Prices Shoddy or Unsafe Products Shoddy or Unsafe Products Poor Service Poor Service Deceptive Practices Deceptive Practices Planned Obsolescence Planned Obsolescence High Pressure Selling High Pressure Selling Marketing’s Impact on Individual Consumers

55. Marketing’s Impact on Society

56. Too Few Social Goods Too Few Social Goods False Wants and Too Much Materialism False Wants and Too Much Materialism Too Much Political Power Too Much Political Power Cultural Pollution Cultural Pollution The Marketing Function is Accused by Society of Creating:

57. Ethical Questions in Marketing

58. Customer Service Customer Service Pricing Distributor Relations Distributor Relations General Code General Code Product Development Product Development Advertising Standards Advertising Standards Corporate Marketing Ethics Policies Corporate Marketing Ethics Policies

59. Social Responsibility

60. Society (Human Welfare) Society (Human Welfare) Consumers (Satisfaction) Consumers (Satisfaction) Company (Profits) Company (Profits) Societal Marketing Concept Societal Marketing Concept

61. Next….

62. Review

63. Principles of Marketing Lecture-43