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Summary principles of marketing chapter 20
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principles of marketing chapter 20 Kotler
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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.
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