Social Marketing: Perspectives and Viewpoints

By William Lazer; Eugene J. Kelley | Go to book overview

society; and accountable for the costs and other burdens attached to recycling the resulting elements of the socio-ecological product. Because all firms involved in the production and marketing of a socio-ecological product will have joint and inseparable responsibilities, it is expected that channel coordination and integration will become prevalent.

These are but a few of the more obvious implications. On the other hand, the gradual acceptance of the notion of socio-ecological products probably will allow a new set of marketing strategies to develop. Hopefully these will be better adapted to the needs of the modern consumer, who exerts his right of consumption not only through purchase but also through ratification (open or tacit), or rejection, of the existence and marketing of the socio-ecological product. This evolution of the marketing concept also will help to bring about an era of heightened maturity and self discipline in consumption where "no one can have all of what he wants, so that everyone may have some of what he wants," as expressed by Archie K. Davis, president of the Chamber of Commerce of the United States.

How are "unreasonable hazards" of products defined?
How can the consumer be protected from products which
may be harmful to health and safety? This report docu-
ments the extent of deaths and injuries caused by house-
hold products. It recommends the establishment of stand-
ards and procedures for new products in a proposed Con-
sumer Product Safety Act
.


31. PRODUCT RISK TO CONSUMERS* National Commission on Product Safety

The primary charge to the National Commission on Product Safety was to "consider the identity of categories of household products . . . which may present an unreasonable hazard to the health and safety of the consuming public."

Annual estimates of the National Center for Health Statistics of the

____________________
*
Condensation of pp. 9-36 from the final report of the National Commission on Product Safety (Washington, D.C.: Superintendent of Documents, June 1970). The condensation was prepared by Norman Kangun and originally published in Society and Marketing An Unconventional View, Harper and Row ( New York, 1972), pp. 58-71.

-364-

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