COMM 2401 Chapter Notes - Chapter 3: Pom Wonderful, Skechers, Nutella
13 Dec 2018
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Chapter 3: sustainable marketing, social responsibility and ethics. Marketing concept a philosophy of customer value and mutual gain. Responsible marketers consider whether their actions are sustainable in the long run. 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. High prices three factors: high cost of distribution. Channel intermediaries mark up the prices beyond the value of their services: high advertising and promotion costs. Critics charge that much of the packaging and promotion adds only psychological value to the product rather than functional value. But people say that advertising adds value by informing potential buyers of the availability and merits of a product branding gives buyers assurance of consistent quality: excessive markups. Companies are in business to offer something of value to the market and that market offering involves much more that just the costs of the manufacturing process.
