營(yíng)銷(xiāo)與社會(huì)：社會(huì)責(zé)任和營(yíng)銷(xiāo)倫理(完整版)
【正文】 esponsible Marketing 走向?qū)ι鐣?huì)負(fù)責(zé)的市場(chǎng)營(yíng)銷(xiāo) 20 16 ? Enlightened Marketing ? Societal Classification of Products ? Deficient products ? Pleasing products ? Salutary products ? Desirable products ? 啟迪營(yíng)銷(xiāo) ? 產(chǎn)品的社會(huì)分類(lèi) ?缺陷產(chǎn)品 ?滿(mǎn)意產(chǎn)品 ?有益產(chǎn)品 ?討好產(chǎn)品 Business Actions Toward Socially Responsible Marketing 走向?qū)ι鐣?huì)負(fù)責(zé)的市場(chǎng)營(yíng)銷(xiāo) 20 17 ? Marketing Ethics ? Corporate Marketing Ethics Policies ? Guiding Principle in Policy Determination ? Free market and legal system ? Individual panies and managers ? International Ethical Policies are a Special Challenge ? 市場(chǎng)營(yíng)銷(xiāo)的道德觀 ? 公司營(yíng)銷(xiāo)道德準(zhǔn)則 ? 確定準(zhǔn)則的指導(dǎo)原則 ?自由市場(chǎng)與法制制度 ?各個(gè)公司和管理者 ? 道德問(wèn)題對(duì)國(guó)際市場(chǎng)營(yíng)銷(xiāo)人員提出了特殊挑戰(zhàn) Business Actions Toward Socially Responsible Marketing 走向?qū)ι鐣?huì)負(fù)責(zé)的市場(chǎng)營(yíng)銷(xiāo) 。 Jerry’s ... The Body Shop Case Study 案例研究 20 4 Social Criticisms of Marketing 社會(huì)對(duì)于營(yíng)銷(xiāo)的批評(píng) ? Marketing’s Impact on Individual Consumers ? High Prices ? High costs of distribution ? High advertising and promotion costs ? Excessive markups ? 營(yíng)銷(xiāo)對(duì)個(gè)體消費(fèi)者的影響 ? 定價(jià)過(guò)高 ?高成本的分銷(xiāo) ?高成本的廣告和促銷(xiāo) ?過(guò)多毛利 20 5 Social Criticisms of Marketing 社會(huì)對(duì)于營(yíng)銷(xiāo)的批評(píng) ? Marketing’s Impact on Individual Consumers ? Deceptive P
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