Chapter 20.1 - Marketing
Marketing and advertising create cultural pollution.
Cultural Pollution Complaint:
Marketing and advertising are planned to reach only a target audience and consumers have alternatives.
Cultural Pollution Response:
________________________________: Modern marketing is also accused of pushing up prices to finance heavy advertising and sales promotion.
High advertising and promotion costs
__________________________________ : A long-standing charge is that greedy marketing channel members mark up prices beyond the value of their services.
High costs of distribution
Salespeople use high-pressure selling that persuades people to buy goods they had no intention of buying.
High-Pressure Selling Complaint:
Businesses oversell private goods at the expense of public goods.
Too Few Social Goods Compalint:
________________________________: Companies use deceptive practices that lead customers to believe they will get more value than they actually do. These practices fall into three categories.
Complaint
___________________________ includes exaggerating package contents through subtle design, using misleading labeling, or describing size in misleading terms.
Deceptive packaging
_______________________________ includes practices such as falsely advertising "factory" or "wholesale" prices or a large price reduction from a phony high retail list price.
Deceptive pricing
____________________________ includes practices such as misrepresenting the product's features or performance or luring customers to the store for a bargain that is out of stock.
Deceptive promotion
_____________________________: Critics also charge that some companies mark up goods excessively.
Excessive markups
The marketing system urges too much interest in material possessions.
False Wants and Too Much Materialism Complaint:
People do have strong defenses against advertising and other marketing tools.
False Wants and Too Much Materialism Response:
Most selling involves building long-term relationships with valued customers. High-pressure or deceptive selling can damage these relationships.
High-Pressure Selling Response:
-High prices -Deceptive practives -High-pressure selling -Shoddy, harmful, or unsafe products -Planned obsolescence -Poor service to disadvantaged consumers
Marketing impact on individual consumers
-Acquisition of competitors -Barriers to entry -Unfair competitive marketing practices
Marketing's Impact on Other Businesses
Producers cause their products to become obsolete.
Planned Obsolescence Complaint:
Planned obsolescence is really the result of a competitive market.
Planned Obsolescence Response:
American marketers serve disadvantaged customers poorly.
Poor Service to Disadvantaged Consumers Complaint:
Some marketers profitably target these customers and the FTC has taken action against marketers that do.
Poor Service to Disadvantaged Consumers Response:
_______________________________: Support legislation to protect consumers from deceptive practices
Response
Products have poor quality, provide little benefit, and can be harmful.
Shoddy, Harmful, or Unsafe Products Complaint:
Good marketers realize there is no value in marketing shoddy, harmful, or unsafe products.
Shoddy, Harmful, or Unsafe Products Response:
The _______________________________ considers the future welfare of consumers.
Societal marketing concept
The __________________________________ considers future company needs.
Strategic planning concept
Meeting the needs of consumers while preserving the ability of future generations to meet their needs
Sustainable marketing
________________________________ calls for socially and environmentally responsible actions that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
Sustainable marketing
The ___________________________________ considers both societal marketing and strategic planning concepts
Sustainable marketing concept
There needs to be a balance between private and public goods.
Too Few Social Goods Response: