Marketing Impacts Society. 2.1 The Impact of Marketing 2.2 Criticisms of Marketing 2.3 Increasing Social Responsibility. The Impact of Marketing. Goals for Lesson 2.1 Explain how marketing affects businesses Describe marketing’s impact on individuals
2.1 The Impact of Marketing
2.2 Criticisms of Marketing
2.3 Increasing Social Responsibility
Goals for Lesson 2.1
Businesses that slap their names on stadiums figure to get billions of impressions per year from fans, passers-by, and television viewers. Typically the corporate name goes on signs seen from adjacent roadways, on stadium entrances, and inside near the scoreboards. In addition, naming rights deals usually include other amenities such as luxury boxes, complimentary tickets, and game sponsorships.
In a recent survey, 9 of 10 people knew the corporate sponsors of their local sports arenas. And 6 of 10 respondents said that naming a sports venue after a corporate sponsor was good for the community. The practice has become so common that the public now expects it, and the taxpayers increasingly demand it as a way to recoup costs.
1. In what ways does buying naming rights differ from buying TV spots for a popular sporting event such as the Super Bowl or World Series?
2. What are some of the possible drawbacks of putting a business’s name on a public sports arena?
1. Identify 2 ads that portray marketing in a positive manner. Explain why?
2. Identify 2 ads that portray marketing in a negative manner. Explain why? How could the company promote the product or service in a positive manner?
Goals for Lesson 2.2
Advertising to encourage purchase
Does the consumer really need it?
Long term results
Returning of products
Will the consumer buy your products again?Causes Unneeded Purchases
Businesses must be sensitive to the needs and experiences of customers. Products and services should be carefully matched. Must value long-term relationships.
1. On average, marketing costs represent what percentage of the price that a consumer pays for a product?
2. On average, costs of sales and promotions represent what percentage of the price that a consumer pays for a product?
3. If sellers do not perform certain marketing functions, why doesn’t that reduce the final cost of a product to the consumer?
4. Name several public awareness campaigns that are intended to benefit society?
5. If cranberry growers were suffering from an oversupply of cranberries that slashed prices and threatened to put them out of business, how could marketing help them?
Goals for Lesson 2.3