74-231 Chapter 3: 74-231 Chapter 3 notes.pdf
16 May 2013
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Chapter 3: think marketing environment 2013-02-11 9:49 pm. !because!they!know!the!police!won"t: a!guideline!for!being!ethical:!treat!other!people!the!way!you!would!like!to!be!treated, green!marketing:!the!development!and!marketing!of!products!designed!to!minimize, ex:!making!a!recyclable!computer, green!marketing!is!an!outgrowth!of!the!social!responsibility!movement, ethics:!see!microsoft!video, when!companies!undertake!green!marketing,!they!realize!that!consumers!care! negative!effects!on!the!physical!environment!or!to!improve!the!environment! about!green!marketing,!but!they"re!not!willing!to!pay!a!lot!more!for!it! !what!actions! produce!the!greatest!good!for!the!greatest!number!of!people?: as!a!second!approach,!consider!rules,!i. e. ! always!treat!others!as!you!would!like!to, ethical!development!levels:! be!treated !or! it!is!wrong!to!lie,!bribe,!or!exploit , preconventional!morality, ethical!decision!making:, studies!show!that!the!following!factors!tend!to!influence!ethical!decision! making!and!management!judgments:! !the!greater!the!number!of!people!affected!by!a! consequence,!the!more!likely!it!is!that!marketers!will!perceive!the! behaviour!as!unethical! better!decisions. : code!of!ethics:!a!guideline!to!help!marketing!managers!and!other!employees!make, enron!had!a!great!code!of!ethics,!surprisingly, creating!ethical!guidelines:! decisions, helps!identify!acceptable!business!practices, helps!control!behavior!internally! (which!is!obviously!more!desirable!than! external!like!government!regulations), avoids!confusion!in!decision!making, facilitates!discussion!about!right!and!wrong,!ultimately!leads!to!better, recent!studies!showed!an!increase!in!the!number!of!large!companies! appointing!ethics!officers! !from!none!5!years!ago!to!over!30%!today. !this!is!why!many!firms!hire!teams!of! specialists!involved!in!environmental!scanning: ex:!philips!electronics!hiring!an!advisory!group!of!opinion!leaders!from! around!the!world,!which!help!create!intuitive,!easy!to!use!products!that!meet! specific!needs, environmental!management:, no!business!is!large!enough!to!create!major!changes!in!the!environment. !today"s!consumers!are!demanding,!inquisitive!and!discriminating! (ex:!no!tolerance! of!breakable!products,!concern!about!nutrition,!etc)! own!two!feet: selftsufficiency:!every!person!should!have!the!opportunity!to!stand!on!his, upward!mobility:!success!should!come!to!everyone!who!gets!an!education,, work!ethic:!hard!work,!dedication!to!family,!and!frugality!are!moral!and!right, conformity:!no!one!should!expect!to!be!treated!differently!from!everyone! works!hard!and!plays!by!the!rules! All rights reserved: role!of!families!and!working!women:! than!any!other!social!change, component!lifestyles:!the!practice!of!choosing!goods!and!services!that!meet!ones! diverse!needs!and!interests!rather!than!conforming!to!a!single,!traditional!lifestyle! !but!today,!a!person! can!be!a!banker!and!also!a!gourmet,!fitness!enthusiast,!single!parent!and! internet!guru!for!example. : component!lifestyles!increase!the!complexity!of!consumer"s!buying!habits, the!phenomena!of!working!women!has!had!the!greatest!effect!on!marketing, nearly!2/3!of!all!women!ages!18t65!are!in!the!workforce, purchasing!power!from!dualtcareer!families!is!rising, cost!is!more!important!to!women. !being!happy,!getting!along!with!family,!good! grades,!health,!school!&!being!good!with!money: teens!o ages!13t19, population!of!3!million!in!canada, purchasing!power!of!!billion!annually, approximately!70!hours!per!week!tuned!in!electronically, participate!in!social!networks, shopping!has!become!social!sport!! !connected: 2/3!go!to!a!mall!once!a!week, 90%!engage!in!ontdemand!media/entertainment, spend!10!hours!a!week!online,!but!prefer!reality!over!virtual!reality! (they"d, most!frequently!purchased!online!items:!books,!electronics,!clothes,!music, patronize!big!box!retailers!and!are!attracted!to!luxury!brands, spend!over!40!minutes!a!day!reading!books!and!magazines! rather!have!friends!than!online!buddies,!etc), generation!y, generation!x, baby!boomers, born!between!1979!and!1994, population!of!7!million, purchasing!power!of!!billion!annually, researches!have!found!them!to!be:!impatient! (used!to!automation),!familyt oriented,!inquisitive,!opinionated,!diverse! (much!more!accepting),!time! managers,! street!smart ,!and!connected! (social!networking)! quickly. !brand!and!fashion!conscious. , most!ethically!diverse!generation, echo!boomers ,! millennial!generation , started!their!careers!and!are!making!big!purchases. !change!brands!very: they!care!about!the!environment!!!green!products, born!between!1965!and!1978, population!of!6. 7!million, savvy!and!cynical!consumers, more!protective!and!involved!with!their!kids, value!the!importance!of!education, avid!buyers!of!clothes,!technology,!and!recreational!products, 65%!report!no!retail!brand!loyalty, want!reliability,!frankness,!client!service,!and!authenticity, first!generation!of! latchkey!children ! !products!of!dual!career!households, careful!furniture!shoppers:!they!check!4!stores!before!buying, favorite!brands:!google,!sony,!nokia,!bmw, born!between!1946!and!1964, population!of!9!million! !largest!demographic!segment, many!expect!to!continue!working!past!65, account!for!a!significant!part!of!shopping!dollars!spent!on!packaged!goods, 4!segments:! or!divorced/separated!parents! (60%)!
