Summary
Summary principles of marketing chapter 20
- Course
- Institution
- Book
principles of marketing chapter 20 Kotler
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Complete summary of book and lectures slides of Marketing I and II
-
Summary Principles of Marketing IB Y2Q2
-
Samenvatting marketing IBS jaar 1
Seller
Follow
rrrsss
Content preview
MarketingChapter 20
Sustainable marketing:
- Preserve the world for future generations
- 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’s impact on individual consumers:
1. High prices
Prices are too high due too high costs of:
o Distribution: intermediaries are important and offer value
o Advertising and promotion: advertising informs buyers
o Excessive mark-ups: consumers don’t understand the costs of doing
business
2. Deceptive practices
Companies use deceptive practices that lead customers to believe they will get
more value than they actually do. These practices fall into three categories:
o Deceptive pricing
o Deceptive promotion
o Deceptive packaging
3. High-pressure selling
Salespeople use high-pressure selling that persuade people to buy goods they
had no intention of buying.
Response: Most selling involves building long-term relationships and valued
customers. High-pressure selling can damage these relationships.
4. Shoddy, harmful or unsafe products
Products have poor quality, provide little benefit and can be harmful.
Response: Good marketers realise there is no value in marketing shoddy, harmful
or unsafe products.
5. Planned obsolescence
Producers cause their products to become obsolete and change consumers
concepts of acceptable styles to encourage more and earlier buying
Response: planned obsolescence is really the result of competitive market forces
leading to ever improving goods and services. Customers like style changes and
want the latest innovations
6. Poor service to disadvantaged consumers
American marketers serve disadvantaged customers poorly. Some retail
companies ‘redline’ poor neighborhoods and avoid placing stores there.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller rrrsss. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.20. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
53068 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now