Social Criticisms of Marketing Lecture 04

Social Criticisms of Marketing Lecture

1. Introduction to Marketing 4 _Social Criticisms Of Marketing By Kasun Gamage Material Technology Department Technology Faculty Rajarata University

2. Social Criticisms of Marketing Marketing’s impact on individual consumers has been criticized in terms of : High Prices (Ex:-medicine) Deceptive Practices (Ex:- Doctors prescriptions) High-pressure selling Shoddy, harmful or unsafe products Planned obsolescence Poor services to disadvantaged consumers

3. Marketing’s Impact on Society as a Whole False Wants and Too Much Materialism Complaint: The marketing system urges too much interest in material possessions People are judged by what they own rather than who they are Creating false wants that benefit industry more than they benefit consumers Miracles by marketing

4. Marketing’s Impact on Other Businesses Critic’s charge that a firm’s marketing practices can harm other companies and reduce competition through: Acquisitions of competitors Marketing practices that create barriers to entry Unfair competitive marketing practices

5. Citizen and Public Actions to Promote Sustainable Marketing Consumerism - the protection or promotion of the interests of consumers Environmentalism - concern about and action aimed at protecting the environment

6. Marketing Reactions Though consumers can create pressure, in the end marketers themselves must take responsibility for social responsible marketing Marketing Ethics Green Marketing Sustainable Marketing

7. Marketing Reactions Green Marketing and Sustainable Marketing Foster green marketing and sustainable marketing Companies have responded with “green marketing” – developing ecologically safer products, recyclable and biodegradable packaging, better pollution controls and more energy-efficient operations

8. Marketing Reactions Green Marketing and Sustainable Marketing Social Responsible Marketing = Financial Responsibility + Social Responsibility Sustainable Marketing = Financial, Social and Environmental responsibility

9. Marketing Reactions Green Marketing Narrow understanding – green marketing refers solely to the promotion or advertising of products with environmental characteristics as a marketing tool Green marketing is a much broader concept

10. Marketing Reactions Green Marketing It incorporates a broad range of activities Product modification Changes to the production process Packaging Changes Modifying Advertising

11. Marketing Reactions Green Marketing “Green or environmental marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment” ( Polonsky 1994)

12. Marketing Reactions Green Washing High interest in green may be unfortunately results in “green washing” Gives products the appearance of being environmental friendly without living up to that promise

13. Marketing Reactions Green Washing Ex:- General motors has falsely promoted its cars as environmentally friendly, with ads that have their SUV’s in natural habitats as if they were as natural as the surrounding trees.

14. Marketing Reactions Green Washing Ex:- Ford, for example has launched the new escape hybrid. What they fail to tell the public is they only produce 20,000 of these cars per year, while continuing to produce almost 80,000 F-series trucks per month

15. THANK YOU