營(yíng)銷(xiāo)與社會(huì)：社會(huì)責(zé)任和營(yíng)銷(xiāo)倫理(已修改)
2025-06-11 11:49 本頁(yè)面
【正文】 Marketing and Society: Social Responsibility and Marketing Ethics 營(yíng)銷(xiāo)與社會(huì)：社會(huì)責(zé)任和營(yíng)銷(xiāo)倫理 20 1 Objectives 目標(biāo) ? Know the major social criticisms of marketing. ? Be able to define consumerism and environmentalism and know how they affect marketing strategies. ? Learn the principles of socially responsible marketing. ? Learn the role of ethics in marketing. ? 明確關(guān)于市場(chǎng)營(yíng)銷(xiāo)主要的社會(huì)評(píng)判 ? 定義消費(fèi)者保護(hù)主義和環(huán)境保護(hù)主義，并解釋它們對(duì)營(yíng)銷(xiāo)策略的影響 ? 描述社會(huì)營(yíng)銷(xiāo)原理 ? 解釋市場(chǎng)營(yíng)銷(xiāo)中道德規(guī)范的作用 20 2 ? Only used anic fruits and hormonefree milk ? Bought from socially disadvantaged and minority suppliers ? Donated % of pretax profits to good causes ? Naturalingredient based cosmetics formulated without animal testing ? Donated a percentage of profits to animalrights groups and homeless shelters Ben amp。 Jerry’s ... The Body Shop Case Study 案例研究 20 3 ? Growth and profits flattened for both firms in the 1990’s ? 20xx: Ben amp。 Jerry’s was acquired by Unilever。 profit driven management is now in charge of the Body Shop. ? Lessons learned: ? What you sell is important ? Be proud to be in business ? Make a solid mitment to change ? Focus on two bot
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