Kotler Armstrong Principles of Marketing Chapter 20 – Flashcards
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Sustainable marketing
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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
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Marketing concept
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Philosophy of customer value and mutual gain
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Pricing, promotion, packaging
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Three groups of deceptive practices
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Planned obsolescence
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Causing products to become obsolete before they actually should need replacement
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Perceived obsolescence
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Continually changing consumer concepts of acceptable styles to encourage more and earlier buying
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Cultural pollution
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Our senses are being constantly assaulted by marketing and advertising
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Consumerism
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An organized movement of citizens and government agencies designed to improve the rights and power of buyers in relation to sellers
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Environmentalism
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An organized movement of concerned citizens, businesses and government agencies designed to protect and improve people's current and future living environment
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Consumer-oriented marketing
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A principle of sustainable marketing that holds a company should view and organize its marketing activities from the consumer's point of view
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Customer-value marketing
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A principle of sustainable marketing holding that a company should put most of its resources into customer-value-building marketing investments
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Innovative marketing
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A principle of sustainable marketing that requires a company to seek real product and marketing improvements
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Sense-of-mission marketing
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A principles of sustainable marketing holding that a company should define its mission in broad social terms rather than narrow product terms
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Societal marketing
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A principles of sustainable marketing holding that a company should make marketing decisions by considering consumers' wants, the company's requirements, consumers' long run interests, and society's long run interests
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Deficient products
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Products that have neither immediate appeal nor long run benefits
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Pleasing products
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Products that give high immediate satisfaction buy may hurt consumers in the long run
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Salutary products
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Products that have low immediate appeal but may benefit consumers in the long run
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Desirable products
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Products that give both high immediate satisfaction and high long-run benefits
