topic 3 - the marketing environment, ethics and social responsibility
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7/28/2019 Topic 3 - The Marketing Environment, Ethics and Social Responsibility
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^gk Eirbktfhm Khvfrahekht
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Khvfrahekhti` Tdihhfhm` Khvfrahekhti` sdihhfhm fs tgk pradkss al
da``kdtfhm fhlareitfah icaut tgk kxtkrhi`eirbktfhm khvfrahekht ta fnkhtfly ihn
fhtkrprkt patkhtfi` trkhns ` ̂ gk mai` fs ta ihi`yzk tgk fhlareitfah ihnnkdfnk wgktgkr tgksk trkhns rkprkskhtappartuhftfks ar tgrkits ta tgk daepihy
` ̂ gk lfre dih tgkh nktkrefhk tgk ckst rkspahskta i pirtfdu`ir khvfrahekhti` dgihmk
` Khvfrahekhti` sdihhfhm fs i vfti`daepahkht al kllkdtfvk khvfrahekhti`eihimkekht
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Khvfrahekhti`
Eihimkekht` Khvfrahekhti` eihimkekht fs tgkittifhekht al armihfzitfahi` acokdtfvks cyprknfdtfhm ihn fhl`ukhdfhm tgk lfvk
daepahkhts al tgk eirbktfhm khvfrahekht` Ttritkmfd i``fihdks 'pirthkrsgfps wftg atgkr
lfres fh wgfdg rksaurdks ihn dipfti` irkdaecfhkn& irk altkh uskn ta drkitkdaepktftfvk invihtimks fh i hkw eirbkt
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` I eahapa`y ekihs tgit i lfre fs tgk sa`ksupp`fkr al i maan ar skrvfdk fh tgkeirbktp`idk
` Eahapa`fks irk rirk taniy„mavkrhekhtrkmu`itars dirklu``y eahftar eahapa`fks(
` ̂ gk nkrkmu`itfah eavkekht gis khnkn tati`eahapa`y pratkdtfah lar east puc`fd utf`ftfks'sudg is `ahm%nfstihdk tk`kpgahk daepihfks,dk`` pgahk pravfnkrs, ihn kvkh k`kdtrfdutf`ftfks&
Daepktftfvkkhvfrahekht
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` Nfrkdt% Ieahm eirbktkrs al sfef`ir pranudts(
` Fhnfrkdt % Fhva`vks pranudts tgit irk kisf`ysucstftutkn lar kidg atgkr(
` ^gk lfhi` typk al daepktftfah addurs ieahm i``
armihfzitfahs tgit daepktk lar dahsuekrs purdgisks
` ̂ rinftfahi` ihi`ysfs al daepktftfah vfkws ft isi citt`k ieahm lfres fh tgk siek fhnustry
'nfrkdt& ar ieahm suftic`k maans ihn skrvfdks'fhnfrkdt& ` Cut eirbktkrs eust ck iwirk tgit i`` lfres
daepktk lar i `feftkn ieauht al nfsdrktfahirycuyfhm pawkr
^ypks al Daepktftfah
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Nkvk`apfhm i daepktftfvkstritkmy9( Tgau`n tgk lfre daepktk1
` Nkpkhns ah re s rksaurdks, acokdtfvks, ihnkxpkdtkn pra t patkhtfi`(
3( Fl sa, fh wgit eirbkts sgau`n ft daepktk1` I``aditk re s `feftkn rksaurdks ta tgk irkis al mrkitkst appartuhfty
4( Gaw sgau`n ft daepktk1` Fhd`unks pranudt, praeatfah, nfstrfcutfah, ihn
prfdfhm nkdfsfahs tgit eixfefzk daepktftfvkinvihtimk
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Za`ftfdi`%@kmi` Khvfrahekht ` Daepahkht al tgk eirbktfhm khvfrahekht
dahsfstfhm al `iws ihn tgkfr fhtkrprktitfahstgit rkqufrk lfres ta apkritk uhnkr
daepktftfvk dahnftfahs ihn ta pratkdtdahsuekr rfmgts(` Fmharihdk ar hah%daep`fihdk dih rksu`t fh
lfhks, hkmitfvk puc`fdfty, ihn dfvf` nieimksufts
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` ^gk avkri`` gki`tg al tgk kdahaey fhl`ukhdks gaweudg dahsuekrs spkhn ihn wgit tgky cuy
` ^gfs warbs tgk atgkr wiy i`sa„wgit dahsuekrsspkhn ihn cuy illkdts tgk stitus al tgk kdahaey
` ^gk mrass naekstfd pranudt 'MNZ& fs tgk sue al i``maans ihn skrvfdks pranudkn cy i hitfah fh i ykir
` Eirbktfhm s kdahaefd khvfrahekht fs eink up al lidtars tgit fhl`ukhdk dahsuekr cuyfhm pawkr ihneirbktfhm stritkmfks, fhd`unfhm tgk stimk al tgkcusfhkss dyd`k, fhl`itfah ihn nkl`itfah,uhkep`ayekht, fhdaek, ihn rksaurdk ivif`icf`fty
KdahaefdKhvfrahekht
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` rklkrs ta pkrfanfd tfeks al kxpihsfah ihndahtridtfah fh kdahaefd idtfvfty tgit givkaddurrkn gfstarfdi``y
` Nurfhm pkrfans al praspkrfty, dahsuekr spkhnfhm eifhtifhs icrfsb pidk ihn cuykrs irk wf``fhm ta spkhn eark lar prkefuevkrsfahs al wk``%bhawh crihns
` Nurfhm tfeks al rkdkssfah, dahsuekr spkhnfhm pittkrhskepgisfzk cisfd, luhdtfahi` pranudts wftg `aw prfdk tims
` Dahsuekr spkhnfhm sfhbs ta fts `awkst `kvk` nurfhm inkprkssfah
` Fh pkrfans al rkdavkry, purdgisfhm pawkr fhdrkisks, cutdahsuekrs rkeifh diutfaus„cusfhkssks givk ta kirh pralftswgf`k tryfhm ta miumk uhdkrtifh dahsuekr nkeihn, sa eihydapk cy tryfhm ta rknudk dasts
Ttimks fh tgkCusfhkss @flkdyd`k
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` rklkrs ta pkrfanfd tfeks al kxpihsfah ihndahtridtfah fh kdahaefd idtfvfty tgit givkaddurrkn gfstarfdi``y
` Nurfhm pkrfans al praspkrfty, dahsuekr spkhnfhm eifhtifhs icrfsb pidk ihn cuykrs irk wf``fhm ta spkhn eark lar prkefuevkrsfahs al wk``%bhawh crihns
` Nurfhm tfeks al rkdkssfah, dahsuekr spkhnfhm pittkrhskepgisfzk cisfd, luhdtfahi` pranudts wftg `aw prfdk tims
` Dahsuekr spkhnfhm sfhbs ta fts `awkst `kvk` nurfhm inkprkssfah
` Fh pkrfans al rkdavkry, purdgisfhm pawkr fhdrkisks, cutdahsuekrs rkeifh diutfaus„cusfhkssks givk ta kirh pralftswgf`k tryfhm ta miumk uhdkrtifh dahsuekr nkeihn, sa eihydapk cy tryfhm ta rknudk dasts
Ttimks fh tgkCusfhkss @flkdyd`k
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` Fhl`itfah fs nklfhkn is i pkrfan al rfsfhm prfdks ` Diusks al fhl`itfah?
` Kxdkss nkeihn lar maans ihn skrvfdks `
Sfsfhm prfdks fh riw eitkrfi`s, daepahkhts pirts,ar gueih rksaurdks ` Fhl`itfah tkhns ta iddk`kritk nurfhm kdahaefd
kxpihsfahs ihn nkdk`kritk nurfhm rkdkssfahs
` Nkl`itfah„Li``fhm prfdks(` Dih nkdrkisk pralfts, `awkr fhvkstekht rkturhs,
ihn crfhm wfnksprkin oac `iyalls(
Fhl`itfah ihn Nkl`itfah
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` [hkep`ayekht rklkrs ta tgk prapartfah al pkap`k fh tgk kdahaey wga irk idtfvk`yskkbfhm warb cut na hat givk oacs
` [hkep`ayekht tkhns ta li`` nurfhm kdahaefdrkdavkry ihn rfsk nurfhm rkdkssfahs
` Is wftg fhl`itfah, uhkep`ayekht tkhns tai`tkr dahsuekr ckgivfar
[hkep`ayekht
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` Fhdaek fs ih fepartiht nktkrefhiht al eirbktfhm s kdahaefd khvfrahekht ckdiusk ftfhl`ukhdks dahsuekr cuyfhm pawkr
` ̂ graumg tgk stuny al fhdaek stitfstfds ihn trkhns,eirbktkrs dih kstfeitk eirbkt patkhtfi` ihnnkvk`ap p`ihs lar tirmktfhm spkdflfd eirbktskmekhts
` Eirbktkrs irk east fhtkrkstkn fh nfsdrktfahiryfhdaek„tgk ieauht al eahky tgit pkap`k givkivif`ic`k ta spkhn iltkr cuyfhm hkdkssftfks
` Zkrfans al eioar fhhavitfah givk ckkhiddaepihfkn cy nrieitfd fhdrkisks fh `fvfhm
stihnirns ihn rfsfhm fhdaeks
Fhdaek
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` Sksaurdks irk hat uh`feftkn ihn sgartimks rkqufrkeirbktkrs ta rkarfkht tgkfr tgfhbfhm
` Nkeirbktfhm fs tgk pradkss al rknudfhm dahsuekrnkeihn lar i pranudt ta i `kvk` tgit tgk lfre dih
rkisahic`y supp`y ` I sgartimk rkqufrks tgit lfres i``aditk `feftknsupp`fks, nkdfnfhm wgktgkr ta sprkin tgke avkr i``dustaekrs ar `feft purdgisks cy saek dustaekrs sa
tgit tgk lfre dih daep`ktk`y sitfsly atgkrs
Sksaurdk Ivif`icf`fty
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^kdgha`amfdi` Khvfrahekht ` ̂ gk tkdgha`amfdi` khvfrahekht rkprkskhts tgk
ipp`fditfah ta eirbktfhm al bhaw`knmk cisknah nfsdavkrfks fh sdfkhdk, fhvkhtfahs, ihn
fhhavitfahs ` Fhnustry, mavkrhekht, da``kmks ihnuhfvkrsftfks, ihn atgkr hat%lar%pralftfhstftutfahs i`` p`iy ra`ks fh tgk nkvk`apekht al hkw tkdgha`amy
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^kdgha`amfdi` Khvfrahekht ` Taek fepidts al tkdgha`amy?
` ̂ kdgha`amy dih `kin ta hkw maans ihn skrvfdks ` Ft dih fepravk kxfstfhm pranudts ihn dustaekr
skrvfdk ` Ft dih rknudk prfdks tgraumg hkw pranudtfah ihnnfstrfcutfah ektgans
` Ft dih ripfn`y eibk kxfstfhm pranudts acsa`ktk ` Ft dih gk`p innrkss sadfi` dahdkrhs
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^kdgha`amy Ipp`fditfahs ` Drkitfvk ipp`fditfahs al tkdgha`amy dih mfvk i lfre i
nklfhftk daepktftfvk knmk wgf`k ckhklftfhm sadfkty` \aFZ 'vafdk avkr Fhtkrhkt pratada`& fs ih i`tkrhitfvk ta
trinftfahi` tk`kdaeeuhfditfahs, i``awfhm pgahk skrvfdkwgf`k dahhkdtkn ta i daeputkr ritgkr tgih itrinftfahi` pgahk oidb
` ̂ gk Fhtkrhkt, dk`` pgahks, ihn ]f%Lf irk i``awfhmdaeeuhfditfahs fh wiys hkvkr cklark feimfhkn
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` ̂ gk sadfi`%du`turi` khvfrahekht rklkrsta tgk rk`itfahsgfp cktwkkh tgkeirbktkr ihn sadfkty ihn du`turk
` ̂ a rkeifh daepktftfvk, eirbktkrs eustck skhsftfvk ta sadfkty s nkeamripgfdsgflts ihn dgihmfhm vi`uks
Tadfa%Du`turi`Khvfrahekht
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` Is i hitfah, tgk [(T( fs ckdaefhm a`nkr, earkill`ukht, ihn eark du`turi``y nfvkrsk
` Eihy pkap`k givk dahdkrhs icaut tgk
khvfrahekht, pa``utfah, ihn gki`tg ihn silktyfssuks ` ^gky i`sa vi`uk tgkfr tfek ihn givk dahdkrhs
icaut ci`ihdfhm warb ihn pkrsahi` tfek` Eihy fssuks illkdt dahsuekrs vi`uks, ck`fkls,
ihn `flksty`ks
Tadfa%Du`turi` Tgflts
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` Ih fepartiht sadfi`%du`turi` dahsfnkritfah fsdu`turi` nfvkrsfty
` ̂ gk [(T( fs i nfvkrsk sadfkty daepaskn al virfaus suc%eirbkts, kidg wftg fts uhfqukvi`uks, du`turi` dgiridtkrfstfds, dahsuekrprklkrkhdks, ihn purdgisk ckgivfars
` Eihy lfres spkdflfdi``y tirmkt tgksk suc%eirbkts
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` ^gk sadfi`%du`turi` dahtkxt altkh kxkrts i eark
prahauhdkn fhl`ukhdk ah eirbktfhm nkdfsfaheibfhm fh tgk fhtkrhitfahi` spgkrk` Ft fs drftfdi` tgit eirbktkrs `kirh icaut
du`turi` ihn sadfkti` nfllkrkhdks ieahmdauhtrfks
` Eirbktkrs altkh rknksfmh pidbimks ihneanfly pranudts ihn invkrtfsfhm ekssimks ta
suft tgk tistks ihn prklkrkhdks al nfllkrkhtdu`turks
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` Dahsuekrfse fs nklfhkn is i sadfi` lardk wftgfh tgkkhvfrahekht tgit ifns ihn pratkdts tgk dahsuekr cykxkrtfhm `kmi`, eari`, ihn kdahaefd prkssurks ahcusfhkss ihn mavkrhekht
` Fh rkdkht ykirs, eirbktkrs givk wfthksskn fhdrkisfhmdahsuekr idtfvfse
` Lfres, gawkvkr, eust dirklu``y wkfmg dahsuekrnkeihns ihn pralft acokdtfvks„tgk dgafdk cktwkkh
p`kisfhm dahsuekrs ihn rkeifhfhm vfic`k fs i nfllfdu`tnf`keei
Dahsuekrfse
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` Ckdiusk eirbktfhm fs d`ask`ydahhkdtkn wftg virfaus puc`fd fssuks, ftfhvftks dahstiht sdrutfhy cy tgk puc`fd
` Eirbktfhm idts is ih fhtkrlidk cktwkkhih armihfzitfah ihn tgk sadfkty fhwgfdg ft apkritks, sa eirbktkrs dirryeudg al tgk rkspahsfcf`fty lar nki`fhmwftg sadfi` fssuks tgit illkdt tgkfrlfres
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` Eirbktfhm apkritks autsfnk tgk lfre„ftrkidts ta tgit khvfrahekht ihn, fhturh, fs idtkn upah cy khvfrahekhti`
fhl`ukhdks ` ̂ gk nfvkrsk sadfi` fssuks lidkn cyeirbktkrs dih ck nfvfnkn fhta twaeioar ditkmarfks?
` Eirbktfhm ktgfds ` Tadfi` rkspahsfcf`fty
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Eirbktfhm Ktgfds` Ktgfds rklkrs ta eittkrs al rfmgt ihn
wrahm? tgk rkspahsfcf`fty al tgkfhnfvfnui` ihn tgk lfre ta na wgit fs
eari``y rfmgt ` Eirbktfhm ktgfds rklkrs spkdflfdi``y taeirbktkrs stihnirns al dahnudt ihneari` vi`uks
` Khsurfhm ktgfdi` pridtfdks ekihspraefsfhm dustaekrs ihn cusfhksspirthkrs hat ta sidrflfdk qui`fty ihn
lifrhkss lar pralft
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` Zkap`k nkvk`ap stihnirns al ktgfdi` ckgivfar ciskn ah tgkfrawh systkes al vi`uks
` \i`uks gk`p pkap`k nki` wftg ktgfdi`
qukstfahs fh tgkfr pkrsahi` `fvks ` Gawkvkr, tgk warbp`idk eiymkhkritk dahl`fdts cktwkkh fhnfvfnui`ktgfds ihn tgk kep`aykr s ktgfdi`stihnirns
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Ktgfds fh EirbktfhmSkskirdg
` Fhvisfah al pkrsahi` prfvidy fs i drftfdi`fssuk fh eirbktfhm rkskirdg
` I pirtfdu`ir`y prac`keitfd ktgfdi` fssuk
fs tgk praefsk al disg rkwirns ar lrkkallkrs fh rkturh lar fhlareitfah tgitdih tgkh ck sa`n ta nfrkdt eirbktkrs
` Zrfvidy fssuks givk mrawh ripfn`y wftgtgk mrawtg al tgk Fhtkrhkt, ihn tgkyrihb gfmg ieahm tgk dahdkrhs al ah`fhksgappkrs
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Ktgfds fh Zranudt Ttritkmy` Fssuks fhd`unk pranudt qui`fty, p`ihhkn
acsa`ksdkhdk, crihn sfef`irfty, ihnpidbimfhm
` Daepktftfvk prkssurks givk altkh
lardkn saek eirbktkrs fhta pidbimfhmpridtfdks tgit eiy ck dahsfnkrknefs`kinfhm, nkdkptfvk, ar uhktgfdi`
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Ktgfds fh nfstrfcutfah` ̂ gkrk irk twa ktgfdi` fssuks dahdkrhfhm i
lfre s nfstrfcutfah stritkmy?` ]git fs tgk ippraprfitk nkmrkk al dahtra`
avkr tgk nfstrfcutfah dgihhk`1 'tgfstypfdi``y irfsks fh rk`itfahsgfps cktwkkh
eihulidturkrs ihn lrihdgfsk nki`krs&` Tgau`n i daepihy nfstrfcutk fts pranudts
fh eirmfhi``y pralftic`k aut`kts tgit givkha i`tkrhitfvk saurdks al supp`y1 'tgfs
dahdkrhs eirbktkrs rkspahsfcf`fty taskrvk uhsitfslfkn skmekhts kvkh fl pralftpatkhtfi` fs s`fmgt&
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Ktgfds fh praeatfah` Zkrsahi` sk``fhm gis i`wiys ckkh i tirmkt al
drftfdfse` Cut praeatfah fhd`unks i crain rihmk,
fhd`unfhm invkrtfsfhm ihn nfrkdt eirbktfhm,mfvfhm rfsk ta eihy ktgfdi` qukstfahs
` ̂ rutg fh invkrtfsfhm fs tgk cknradb al ktgfdsfh praeatfah` Eirbktfhm ta dkrtifh mraups gis `kn ta saek
dahdkrhs
` Eirbktfhm ta dgf`nrkh gis ckkh uhnkrkspkdfi``y d`ask sdrutfhy` Zraeatfhm ta da``kmk stunkhts cy dkrtifh
fhnustrfks dih i`sa pask ktgfdi` qukstfahs
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Ktgfds fh prfdfhm
` Zrfdfhm fs pracic`y tgk east rkmu`itknispkdt al i lfre s eirbktfhm stritkmy
` [hktgfdi` prfdfhm ckgivfar fs altkh
f``kmi` ` Atgkr ktgfdi` fssuks dahdkrhfhm prfdfhm?
` Tgau`n saek dahsuekrs piy eark fl nfstrfcutfah dasts irk gfmgkr1
` Na eirbktkrs givk ih ac`fmitfah ta wirhdahsuekrs al fepkhnfhm prfdk dgihmks1
Tadfi` rkspahsfcf`fty fh
7/28/2019 Topic 3 - The Marketing Environment, Ethics and Social Responsibility
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` Daepihfks dih na cusfhkss fh i wiy tgitkvkryahk ckhklfts„tgk dustaekrs, tgkdaepihy, ihn sadfkty is i wga`k
` Ktgfds irk fepartiht, cut sadfi`rkspahsfcf`fty tibks i daepihy s ckgivfari stkp lurtgkr
` Tadfi` rkspahsfcf`fty dahsfsts al eirbktfhmpgf`asapgfks, pa`fdfks, pradknurks, ihnidtfahs tgit givk tgk khgihdkekht al sadfkty s wk`lirk is i prfeiry acokdtfvk
Tadfi rkspahsfcf fty fheirbktfhm
7/28/2019 Topic 3 - The Marketing Environment, Ethics and Social Responsibility
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7/28/2019 Topic 3 - The Marketing Environment, Ethics and Social Responsibility
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` Ft nkeihns tgit eirbktkrs iddkpt ihac`fmitfah ta mfvk kqui` wkfmgt ta pralfts,dahsuekr sitfslidtfah, ihn sadfi` wk``%ckfhm fh kvi`uitfhm tgkfr lfre spkrlareihdk
` Mavkrhekht `kmfs`itfah dih eihnitk arpraeatk sadfi``y rkspahsfc`k idtfahs
` Dahsuekr idtfvfse dih i`sa praeatksadfi` rkspahsfcf`fty
7/28/2019 Topic 3 - The Marketing Environment, Ethics and Social Responsibility
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` ̂ gk trinftfahi` dahdkpt al sadfi` rkspahsfcf`ftyah`y kxtkhnkn ta dustaekrs, kep`aykks, ihnstadbga`nkrs„rirk`y nfn tgk dahdkpt kxtkhn tatgk mavkrhekht ar mkhkri` puc`fd
` ̂ aniy, darparitk rkspahsfcf`fty gis kxpihnknta davkr tgk khtfrk sadfkti` lriekwarb
` ̂ gfs kxtkhns naekstfdi``y is wk`` is fhtkrhitfahi``y` Eirbktkrs eust tibk fhta iddauht tgk `ahm%tkre
kllkdts al tgkfr nkdfsfahs
Eirbktfhm sSkspahsfcf`ftfks
7/28/2019 Topic 3 - The Marketing Environment, Ethics and Social Responsibility
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` Ektgans tgraumg wgfdg eirbktkrs dihgk`p tgkfr daepihfks ckgivk fh isadfi``y rkspahsfc`k eihhkr?
` Diusk eirbktfhm fs ahk dgihhk` tgraumg
wgfdg daepihfks dih praeatk sadfi`diusks ` Tadfi``y rkspahsfc`k eirbktfhm diepifmhs
dih ck uskn ta khdaurimk pkap`k ta inaptsadfi``y ckhklfdfi` ckgivfars„sudg isdahskrvfhm khkrmy ar pratkdtfhm tgkkhvfrahekht
` Daeeuhftfks dih ckhklft lrae sadfi``yrkspahsfc`k fhvkstfhm
Eirbktfhm sSkspahsfcf`ftfks
7/28/2019 Topic 3 - The Marketing Environment, Ethics and Social Responsibility
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` Kda`amy„tgk rk`itfahsgfp cktwkkh armihfsesihn tgkfr hituri` khvfrahekht„gis ckdaek inrfvfhm lardk fh fhl`ukhdfhm gaw cusfhkssksapkritk
` Khvfrahekhti` pratkdtfah fs i eioar dgi``khmklar taniy s cusfhkssks ihn kda`amfdi` fssuksfhl`ukhdk i`` irkis al eirbktfhm nkdfsfaheibfhm
` Ahk dahdkrh rk`itks ta pranudts tgitfhdarparitk p`ihhkn acsa`ksdkhdk 'tgkpridtfdk al fhtkhtfahi``y nksfmhfhm pranudtswftg `feftkn `flk ihn nuricf`fty&
` Zuc`fd dahdkrh icaut pa``utfah gis rksu`tkn fh
rkdyd`fhm kllarts
Eirbktfhm ihn Kda`amy
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` Mrkkh eirbktfhm nki`s wftg tgkpranudtfah, praeatfah, ihn rkd`ieitfahal khvfrahekhti``y skhsftfvk pranudts
` ^gfs eavkekht gis mrawh sfhdk tgk kir`y966:s ihn dahsuekrs givk rkspahnkn cycuyfhm tgksk maans
` Kxiep`k? tgk armihfd laan fhnustry fs ahkcaaefhm eirbkt irki tgit altkh fhva`vksmrkkh eirbktfhm
Mrkkh Eirbktfhm