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Principles of Marketing - Philip Kotler

Chapter 20. Marketing and Society

goals

After reading this chapter, you should be able to:

1. List the 10 critical public comments in the marketing address and answer them.

2. To explain the impact on the marketing strategy of providing activity of the fighters for the rights of consumers (consumerism) and environmental protection.

3. elaborate on the five principles that are held by market makers, full of sense of responsibility to society.

4. Explain the role of moral principles in marketing.

The campaign for the preservation of water resources in the city of Palo Alto, California

In 1977 in northern California he broke out a severe drought. Water shortages threatened with extinction mostly fruits and vegetables, which provide state of the country, power shortages, increasing fire risk, loss of lawns, reduction of opportunities for fishing and boating. Reliable long-term solutions that would help to quickly eliminate a crisis situation, such as a program of artificial influence on the weather, water desalination, or start an effective irrigation system, has not yet been developed. Therefore, each community had to take tough measures to reduce water consumption by major segments of its users - citizens, industry, agriculture, and government organizations. For example, the community of the town of Palo Alto initially set a goal to reduce water consumption in its territory by 10%. To this end, numerous measures have been taken, including:

1. The establishment of standards of water consumption by households and other users. For example, households were ordered to reduce water consumption by a certain percentage in comparison with the previous year's level.

2. Increasing the price of water, which in itself, however, should not be a major deterrent.

3. The spread among residents of restrictive nozzles on the taps to regulate the flow of water.

4. Wide coverage of critical situation of water problems in the media - radio, television and in the newspapers. Subscribe to all holders of special brochures households.

5. Appeal to the residents to think again about the need for each individual case of use of water and reduce its consumption. This meant a reduction in use of shower and the toilet cistern, reducing the number of washes and washing dishes, reducing watering lawns, washing machines, etc.

Numerous campaigns have been so successful in spreading awareness among residents, stimulate their interest, desire and action, that the consumption of water in Palo Alto reduced by as much as 17%. It so happened that the people of Palo Alto started to compete in the demonstrative getting along without water, trying to outdo each other with stories about how they find ways to save water. Some, for example, with a sense of civic pride boasted that the entire month do not take a bath. In other sectors, consumers, including commercial businesses and government organizations, also found ways significant reduction vodopotrebleniya1.

Marketing figures, full of sense of responsibility, interpret the needs of customers and respond to their supply of these goods at prices which would ensure the profitability of the acquisition of these goods for customers and profits for sellers. The marketing concept - it is a scientific system of services and mutual benefit. Its use is as if an invisible hand directs the economy to meet the set of ever-changing needs of millions of consumers.

However, not all marketing practices should this theoretical setting. A number of individuals and some companies have resorted to using questionable marketing techniques. Some special marketing deal - seemingly quite innocent - are associated with profound consequences for quite a wide range of people. Take for example the trade in cigarettes. It is believed that the company free to sell cigarettes, and smokers - to freely buy them. Nevertheless, interest in these private transactions seen by society as a whole. First, the smoker shortens his own life. Second, the purchase of cigarettes - this is an additional burden for the smoker's family and society as a whole. Third, in the presence of a smoker has to inhale the smoke of others, and perhaps feel uncomfortable and cause damage to their health. This does not mean that it is necessary to ban cigarettes. An example is given rather to show how private transactions may involve issues of public life. This chapter deals with the problems of private social impact of marketing activities and the following questions are posed: 1) What are the criticisms most often put forward in the public address marketing? 2) What steps individuals to limit the harmful effects of marketing? 3) What steps legislators and government agencies to limit the harmful effects of marketing? 4) What steps progressive company for marketing in the spirit of social responsibility?