Applying the Concepts

1. Changes in consumer attitudes, especially the growth of consumerism and environmentalist!!, have led to more societal marketing - and to more marketing that is supposedly good for society, but is actually close to deception.

• List three examples of marketing campaigns that you feel are genuine societal marketing. If possible, find examples of advertising or packaging that supports these campaigns.

• Find three examples of deceptive or borderline imitations of societal marketing. How are you able to tell which campaigns are genuine and which are not?

• What remedies, if any, would you recommend for this problem?

2. Consider the case of Scandinavian employers' hostility towards die SALS frequent-flyers programme (Marketing Highlight 2.6) and discuss the following:

Should airlines reward regular customers with bonus points?

Should employees' private use of airline bonus points gained on business trips constitute an abuse of business perks?

Where do we draw the line between a legal inducement offered by the supplier of a product or service to cultivate loyal customers, and an unethical ploy to bribe customers and encourage unnecessary purchase and usage? And, who should police unsavoury practices?

Thinking about other countries in Europe/Asia/North America, to your knowledge, is personal use of airline bonus points accumulated on business trips deemed unlawful?

How universal are different country authorities' treatment of frequent-flyer inducements for business travellers?


See The return of the .smoke-free cigarette', The Economist (26 October 1996), p. Ill; David Bnerley, 'A woman's place is in the pub, smoking', The European (20-6 June 1996), p. 20. Richard Tomkins. 'Addiction or taste in battle (or smokers' allegiance", Financial Times (23 June 1994), p. 6; 'The race is on to sue America's tobacco giants', The Economist (25 February 1995), p. 7; 'Tobacco adverts', The Economist (5 February 1994), pp. 33-4. For more discussion about the gains and losses in a total ban on tobacco advertising, see David Short, 'Winners and losers in the tobacco advertising war', The European (24-30 June 1994), p. 25; Stephanie Bent ley, 'Stubbing out advertising', Marketing Week (5 January 1996), pp. 18-21; 'Chewing up tobacco', The Economist (20 September 1997), p. 10ft See Steven 11. Star, 'Marketing and its discontents', Harvard Business Keview (November-December 1989), pp. 148-54.

Excerpts from Theodore Levitt, The morality (?) of advertising', Harvard Business Review (July-August 1970), pp. 84-92. 'ITC unveils new rules on food, drugs', Marketing Week (3 February' 1995), p. 9.

'When quality control breaks down'. The European (6-12 November 1997), p. 29. For more discussion on managing product recalls, see N. Craig Smith, Robert J. Thomas and John A. Quelch, 'A strategic approach to managing product recalls'. Harvard Business Review (September-October 1996), pp 102-12.

Stephanie Theohold, 'The art of wearing trainers'. The European (21 August 1997), p. 50. See Anne li. Fisher, 'A brewing revolt against the rich', Fortune (17 December 1990), pp. 89-94; Norval D. Glenn, 'What does family mean?",.American Demographics (June 1992), pp. 30-7."

'America's new king of Europe's roads', The Economist (9 March 1991), pp. 79-81: Kieren Coolie, 'Suharto family a driving force at Lamhorghini', Financial Times (11 February 1994), p. 28.

Peter Doyle, Marketing Management and Strategy, 1st edll (New York: Prentice Hall, 1994), p. 148. 10. For more details, see Paul N. doom and Stephen A. Greyser, 'The maturing of consumerisin', iliiroard Business Review (November-December 1981), pp. 130-9; Robert J. Samualson. 'The aging of Ralph Nader'. NL-tmtfweek (16 December 1985], p. 57; Douglas A. Ilarbrecht, 'The second comingof Ralph Nader',BusinessWeek (6 March 1989), p. 28. u Michael Linderminn, 'Green light begins to flash for recyclable cars in Germany', Financial Times (3 August 1994), p. 2.

12. For more details on the 'green' debate, see INRA. Europeans einti the Environment in 1992, report produced for the Commission of the European Communities Directorate

General XVII: Energy (Brussels, 19921; R. Schuster, Environmentally Oriented (jansumer Behaviour in Europe (Hamburg: Kovao, 1992); R. Worcester, Public and Elite Attitudes to Environmental Issues (London: MORI, 1993); A survey of the global environment', The Economist (30 May

1992); Paul Abrahams, 'Chemicals and the environment', survey. Financial Times (18 June 1993), Ian Hamilton Fazey, 'Paints and the environment', survey. Financial Times

(8 April 1994); Noble Robinson, Ralph Earle III and Ronand A. N. McLean, 'Transnational corporations and global environmental policy', Prism (Cambridge, MA: Arthur D. Little Inc.; First Quarter, 19941, pp. 51-63.

13. Robinson ei a!., 'Transnational corporations and global environmental policy', op. cit., p. 56.

14. Dorothy Mackenzie, 'Greener than thou'. Mrirketing Business (April 1992), pp. 10-13; Roland Rovvell and Jane Hancock, 'Legal make-up'. Marketing Business (November

1993), pp. 42-3; 'Putting a priee on being green', Marketing (December 1989), pp. 18-19; W. IlopfenbecU, The QrewManagementItevolaiion (New York. Pi-entice Ilall, 1992);

K. Peuttie, Green Marketing (London: Pitman, 1992).

15. 'Richardson Sheffield, a very British success', The Economist (4 March I9N9). p. 86.

16. Nathan Yates, 'Now recycle your room', The European Magazine (24-30 April 1997), p. 13.

1 7. (Man Mitchell, 'Changing channels', Marketing Business (February 1995), pp. 10-13.

18. Alexander Jarrett, 'Doing the right thing'. Marketing Business (August 1996), pp. 12-16; Sam King, 'Bidders float ideas for Brent Spar's future'. The European, (22 August

19. 'Who will listen to Mr Clean?', The Economist (2 August

20. 'Good takes on greed', The Komiamist (17 February 1990), pp. 87-9.

21. See Susan is'organ, Marketing Management: A European perspective (Woldngham, Berks: Add is on-Wesley, 1994), p. 49.

22. From 'Ethics as a practical matter", a message from David R. Whitman, chairman of the board of Whirlpool Corporation, as reprinted in Ricky Iv Griffin and Ronald J. liberl, Business (Englewood Cliffs, XJ: Prentice Hall, 1989), pp. 578-9. For more discussion, see Shelby D. Hunt, Van R. Wood and Lawrence B. Chonlio. 'CorpOT!lre ethical values and organizational commitment in marketing'. Journal of Marketing (July 1989), pp. 79-90.

23. For more discussion on how businesses ean contribute to society's well-being and enhance living standards, see 'Business in the community: annual report 1997', Financial Thiies (4 December 1997).

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