COMM 231 Chapter Notes - Chapter 3: Better Business Bureau, Private Good, Customer Relationship Management
13 Mar 2014
School
Department
Course
Professor
Document Summary
Sustainable marketing: socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs: marketing concept: recognizes that organizations thrive from: Determining current needs and wants of target group customers. Fulfilling those needs and wants more effectively/efficiently than competitors. High prices critics charge: that the marketing system causes prices to be higher than they would be under more sensible systems critics point to three factors: high costs of distribution. Longstanding charge = greedy channel intermediaries mark up prices beyond the value of their services: too many intermediaries, they provide unnecessary or duplicate services. Therefore, distribution costs too much -> consumers pay for these excessive costs in the form of higher prices. Resellers answer to high costs of distribution charge. Modern marketing also charged with pushing up prices to finance heavy advertising and sales promotion. Marketers response to high advertising and promotion costs charge.
