Beruflich Dokumente
Kultur Dokumente
Instructor name
Course name
School name
Date
Learning Objectives
4.2
4.3
Table 4.1
High prices:
High costs of distribution
High advertising and promotion costs
Excessive markups
Deceptive practices:
Pricing, promotion, packaging, and telephone fraud
4.5
4.6
Sellers rights:
Copyright 2005 Pearson Education Inc.
4.7
To introduce products of
different styles and sizes,
provided they are not
hazardous
To set its own prices,
provided no
discrimination occurs
To spend to promote the
product
To use any product
message, provided it is
not misleading
To use buying incentives
To choose
To be informed
To safety
To be heard
To redress
To consumer education
To participate in
marketplace decision
making
To have access to basic
services
To a sustainable
environment
Environmentalism
4.8
Environmentalism:
An organized movement of concerned citizens and government
agencies
To protect and improve peoples living environment
Environmental sustainability:
Management approach
Develop strategies that both
sustain the environment and
Produce profits for the company
4.9
Enlightened marketing:
Consumer-oriented marketing
Innovative marketing
Value marketing
Sense-of-mission marketing
Societal marketing
4.
10
Marketing research:
Segmentation/target marketing:
Redlining: discriminating against poor
or disadvantaged consumers
Targeting inappropriate products to
vulnerable audiences
Table 4.2
4.
11
Positioning:
Making socially undesirable products more desirable
Positioning on questionable benefits
Product:
Marketing unsafe products
Product testing: on animals or insufficient testing to
reveal safety concerns
Marketing socially controversial products
Table 4.2
4.
12
Pricing:
Advertising:
Sex role stereotyping
Dehumanizing images and portraying people
as products
Bait-and-switch advertising
Table 4.2
4.
13
Table 4.2
4.
14
You are considering hiring a product manager who just left a competitors
company. She would be more than happy to tell you all the competitors
plans for the coming year. What do you do?
You have a chance to win a big account that will mean a lot to you and your
company. The purchasing agent hints that a gift would influence the
decision. Your assistant recommends sending a fine colour television set to
the buyers home. What do you do?
You are interviewing a capable woman applicant for a job as a salesperson.
She is better qualified than the men just interviewed. Nevertheless, you
know that some of your important customers prefer dealing with men, and
you will lose some sales if you hire her. What do you do?
You are a sales manager in an encyclopedia company. Your competitors
salespeople are getting into homes by pretending to take a research survey.
After they finish the survey, they switch to their sales pitch. This technique
seems to be very effective. What do you do?
Table 4.3
In Conclusion
4.
15