chapter 16

deficient and pleasing products

Deficient products, such as bad-tasting and ineffective medicine, have neither immediate appeal nor long-run benefits. Pleasing products give high immediate satisfaction but may hurt consumers in the long run. Examples include cigarettes and junk food.

salutary and desirable products

Salutary products have low immediate appeal but may benefit consumers in the long run. For instance, bicycle helmets or some insurance products. Desirable products give both high immediate satisfaction and high long-run benefits, such as a tasty and nutritious breakfast food.

consumerism

an organized movement of citizens and gov't agencies to improve the rights and power of buyers in relation to sellers

customer value marketing

a company should put most of its resources into customer value-building investments

innovative marketing

a company should seek real product and marketing improvements

consumer-orientated marketing

a company should view and organize its marketing activities from the consumer point of view

sense-of-mission marketing

company should define its mission in broad social terms rather than in narrow product terms

societal marketing

company should make marketing decisions by considering consumers' wants, the company's requirements, consumers' long run interests, and society's long run interests

social criticisms of marketing

impact on individual consumers, impact on society as a whole, impact on other businesses

look at that chart

now-now = marketing concept future-future = sustainable marketing concept

societal classifications of products

salutary, desirable, deficient, pleasing products

sustainable marketing

socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs