Chapter 20: Social Responsibility & Ethics

sustainable marketing

Socially & environmentally responsible marketing that meets the present needs of consumers & businesses while also preserving or enhancing the ability of future generations to meet their needs.

consumerism

An organized movement of citizens & government agencies designed to improve the rights & power of the buyers in relation to sellers.

environmentalism

An organized movement of concerned citizens, businesses, & government agencies designed to protect & improve people's current & future living environment.

environmental sustainabilitiy

A management approach that involves developing strategies that both sustain the environment & product profits for the company.

consumer-oriented marketing

A company should view & organize its marketing activities from the consumer's point of view.

customer value marketing

A company should put most of its resources into customer value-building marketing investments.

innovative marketing

A company should seek real product & marketing improvements.

sense-of-mission marketing

A company should define its mission in broad social terms rather than narrow product terms.

societal marketing

A company should make marketing decisions by considering consumers' wants, the company's requirements, consumers' long-run interests, & society's long-run interests.

deficient products

Products that have neither immediate appeal nor long-run benefits.

pleasing products

Products that give high immediate satisfaction but may hurt consumers in the long run (ex: cigarettes & junk food).

salutary products

Products that have low immediate appeal but may benefit consumers in the long run (ex: bike helmets).

desirable products

Products that give both high immediate satisfaction & high long-run benefits (ex: tasty & nutritious breakfast food).

societal classification of products