Chapter 13 and 14 Flashcards
What is direct and digital marketing?
Interacting the known customers and others in the marketing channel, on a one-to-one basis, mostly in result time, using electronic network tools and technologies ranging from the Internet to mobile phone networks.
What are the forms of direct and digital marketing?
. Internet and mobile marketing . Direct print and reproduction . Direct response TV and radio . Telemarketing . Telesales . Kiosks and electronic dispensing
What is sustainable marketing?
This calls for socially and environmentally responsible actions that meet the present needs to customer while also preserving or enhancing the ability of future generations to meet their needs.
What are some social criticisms of marketing?
It’s impact on INDIVIDUAL CUSTOMERS (high prices, deceptive practices, high-pressure selling, harmful/unsafe products, planned obsolescence, poor service to disadvantaged consumers)
It’s impact on SOCIETY AS A WHOLE (false wants and too much materialism, too few social goods, cultural pollution)
It’s impact on OTHER BUSINESSES
Consumer actions to promote sustainable marketing.
The two main movements have been consumerism and environmentalism.
What is consumerism?
An organised movement of citizens and government agencies whose aim is to improve the rights and power of buyers in relation to sellers.
What is environmentalism?
An organised movement of concerned citizens and government agencies that aim to protect and improve people’s current and future living environment.
What are some business actions towards sustainable marketing?
Sustainable marketing principles (consumer-oriented marketing, customer-value marketing, innovative marketing, sense of mission marketing, societal marketing).
What is ethical marketing?
An approach by organisation’s whereby they recognise that the task of marketing is to be enlightened to society’s views and ethical in their approach to society as a whole, as well as to customers.
