BUS 359 Chapter Notes - Chapter 2: Better Business Bureau, Consumer Behaviour, Business Ethics

• School: Stony Brook University
• Department: Business Management
• Course: BUS 359
• Professor: Paul Connell

Document Summary

Marketers have an obligation to provide safe and functional products as part of their business activities. Consumer behavior impacts directly on major public policy issues that confront our society. Consumer behavior can be harmful to individuals and to society. Business ethics - rules of conduct that guide actions in the marketplace; these are the standards against which most people in a culture judge what is right and what is wrong, good or bad. Consumerspace - in this environment, individuals dictate to companies the types of products they want and how, when, and where (or even if) they want to learn about those products. In turn, companies need to develop and leverage brand equity in bold (cid:374)e(cid:449) (cid:449)a(cid:455)s to attra(cid:272)t the lo(cid:455)alt(cid:455) of these (cid:272)o(cid:374)su(cid:373)er (cid:862)(cid:374)o(cid:373)ads. (cid:863) A basic objective of marketing is to create awareness that needs exist, not to create needs. Products meet existing needs, and marketing activities only help to communicate their availability.