20-1
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter 20
Marketing and Society:
Social Responsibility
and Ethics
 Copyright 1999 Prentice Hall
Social Criticisms of Marketing
High
Prices
Poor
Service
Planned
Obsolescence
Marketing’s
Impact on
Individual
Consumers
Shoddy or
Unsafe
Products
 Copyright 1999 Prentice Hall
Deceptive
Practices
High
Pressure
Selling
20-2
Marketing’s Impact on Society
The Marketing Function is Accused by
Society of Creating:
False Wants and
Too
Much Materialism
Too Few
Social
Goods
Too Much
Political
Power
Cultural
Pollution
 Copyright 1999 Prentice Hall
20-3
Marketing’s Impact on Other Businesses
Critics Charge that a Company’s Marketing
Practices Can Harm Other Companies and
Reduce Competition Through:
Marketing
Practices
that
Create Barriers
to Entry
Acquisitions
of
Competitors
Unfair
Competitive
Marketing
Practices
 Copyright 1999 Prentice Hall
20-4
20-5
Consumerism
The Right to Be Safe
The Right to Be Informed
Basic Consumer Rights
The Right to Be Heard
The Right to Choose
 Copyright 1999 Prentice Hall
Environmentalism
Practice
Pollution
Prevention
20-6
Practice
Product
Stewardship
Adopt
Designs
for the
Environment
Have a
Sustainability
Vision
Plan for New
Environmental
Technologies
 Copyright 1999 Prentice Hall
20-7
Enlightened Marketing
Consumer-Oriented Marketing
Innovative Marketing
Value Marketing
Sense-of-Mission Marketing
Societal Marketing
 Copyright 1999 Prentice Hall
Long-Run Consumer Benefit
Societal Classification of Products
Immediate Satisfaction
High
Low
Low
High
Salutary
Products
Desirable
Products
Deficient
Products
Pleasing
Products
 Copyright 1999 Prentice Hall
20-8
20-9
Marketing Ethics
Distributor
Relations
Product
Development
Pricing
Corporate
Marketing
Ethics
Policies
General
Code
 Copyright 1999 Prentice Hall
Advertising
Standards
Customer
Service
Principles For Public
Policy Toward Marketing
20-10
Consumer and
Producer Freedom
Curbing Potential
Harm
Meeting Basic
Needs
Key
Principles
for a
Public Policy
Toward
Marketing
Economic
Efficiency
Innovation
Consumer
Education
Consumer
Protection
 Copyright 1999 Prentice Hall