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Basics of Marketing - Kotler Philip

Actions of entrepreneurs towards the development of socially responsible marketing

Now, most of the firms have in principle already recognized all the new rights won by consumers. Objections can arise only in regard to a number of specific provisions of the law, which do not contribute to the resolution of the consumers' problems in the best possible way. But in any case, firms recognize the rights of consumers to obtain information and protection. In this section, we will consider examples of creative and responsible business responses to changes in the marketing environment. First, outline the concept of enlightened marketing in general terms, and then we will focus on the moral principles of marketing. Enlightened marketing requires the firm to conduct marketing activities in such a way that it contributes to the most favorable long-term functioning of the marketing system as a whole. Enlightened marketing embodies five basic principles.

MARKETING WITH ORIENTATION TO THE CONSUMER . The firm should approach to consideration and the organization of the marketing activity from the point of view of the consumer. It should strive to capture, service and satisfy a certain set of requests of a certain group of clients. Consider the following example.

The Barat College of Women in the town of Lake Forest, Illinois, published a handbook with a frank description of all its strengths and weaknesses. Among the weaknesses, information about which he shared with the entrants, was this: "... Students who are exceptionally gifted in the field of music or mathematics, perhaps, should recommend choosing another college that has a first-class faculty and the most favorable conditions To study these disciplines ... The college does not offer a full course of all the specialized subjects in-depth study in the university program ... The library fund is quite sufficient for a small college, but less than in other first-rate educational institutions. "

The consequence of such a "story as it is" is the strengthening of confidence that applicants will know what they really expect at Barat College, and a sharp focus on the idea that the college will strive to increase its value significance for consumers as quickly as It allows time and money.

NOVATORSKY MARKETING . The firm should constantly search for really necessary goods and improve its marketing. An organization that misses opportunities to do business in a new way, to do it better, will eventually face a threat from an organization that has found a more rational path. One of the most impressive examples of innovation in marketing is the Procter & Gamble corporation.

Procter & Gamble's approach to markets is that it seeks in these markets benefits that consumers may not yet receive. In the case of tooth paste paste, the corporation has for many years developed a prescription that would effectively reduce the incidence of tooth decay, as for most other toothpastes such claims were either not done at all or a statement of a certain effectiveness was implied, but in fact The product did not possess it. After a while, Procter & Gamble Corporation decided to enter the shampoo market and create a product with the benefits that many consumers expected, but could not get from any of the brands on the market. It was about eliminating dandruff. After several years of research, the corporation released a shampoo "Head End Showders", which immediately took over the leadership in the market. Then the corporation began to find ways to penetrate the market of paper products. The need was found for a part of young parents to wear disposable diapers that would be cheap enough to save them from the constant hassle: washing and ironing linen diapers. After several years of research, Procter & Gamble Corporation created an effective paper diaper that was sold at a price that is affordable for most families. These diapers, called "Pampers" (Gentle Comforters), immediately became market leaders.

MARKETING VALUABLE DIGNITY . The company should allocate the bulk of its resources to the marketing of value values ​​that enhance the value significance of its products. A number of marketing techniques such as one-time measures to stimulate sales, introduce minor changes in packaging, and the use of advertising glorification can cause a short-term growth in sales and much less to increase the value of value than the quality, quality and convenience of the product.

MARKETING WITH THE REALIZATION OF THE PUBLIC MISSION . The firm should formulate its program not in terms of a narrow commodity approach, but within a broad social framework. When the firm determines its public mission, its staff is more satisfied with the work and clearly sees the direction of their activities. Take for example the policy statement of the corporation "International and Chemical Corporation":

We do not just sell our branded fertilizers. Unas has a sense of purpose, we are conscious of what we are striving for. The first task of corporate planning is to solve the problem, what exactly does the firm do. Our sphere of activity is to ensure the productivity of agriculture . We are interested in everything that determines the cultivation of plants today and in the future.

SOCIAL-ETHICAL MARKETING . The progressive firm should make marketing decisions in view of inquiries of consumers, own requirements, long-term interests of consumers and long-term interests of a society. The firm realizes that, neglecting the last two considerations, it does a disservice to consumers and society.

Fig. 97. Possible directions for creating a novelty

A marketing person, imbued with social ethics, seeks to create not only pleasantly-pleasing, but also healthy-healthy products. The differences in types of goods are shown in the diagram in Fig. 97. The goods produced by the company can be classified according to the degree of providing instant consumer satisfaction and by their long-term beneficial for buyers. Desired goods, such as delicious nutritious foods for breakfast, combine a high degree of instant satisfaction with a high degree of long-term beneficial. Pleasantly-pleasing goods, such as cigarettes, can provide a high degree of instant satisfaction, but cause damage to the consumer in the long term. Healthy products such as low phosphate cleaning products have a low momentary appeal, but they are extremely beneficial for consumers in the long term. And finally, inferior goods, such as patented drugs with poor taste, do not have any immediate attractiveness or beneficial qualities. The delicacy of the situation with pleasantly-pleasing goods lies in the fact that, with exceptionally good "fluidity" in the market, they can ultimately harm the consumer. Consequently, the commodity-search work should consist in giving the product a healthy-healthy quality without reducing its pleasant-pleasing properties. For example, Sears has developed a very effective detergent that does not contain phosphates. The difficulty with healthy goods is to give them a number of nice-pleasing qualities that would make these products more desirable for consumers.