Presentation on theme: "Chapter 4 Social Responsibility and Ethics in Marketing."— Presentation transcript:
Chapter 4 Social Responsibility and Ethics in Marketing
4 | 3 Objectives Understand concept and dimensions of social responsibility Define/describe importance of marketing ethics Familiarize self with ways to improve ethical decisions in marketing Understand role of social responsibility and ethics in improving marketing performance
4 | 4 The Nature of Social Responsibility Social responsibility – an organization’s obligation to maximize its positive impact and minimize its negative impact on society
4 | 9 Marketing Ethics Principles and standards that define acceptable marketing conduct as determined by various stakeholders. BBB Code of Advertising
4 | 10 Cause-Related Marketing The practice of linking products to a particular social cause on an ongoing or short-term basis.
4 | 11 Strategic Philanthropy The synergistic use of organizational core competencies and resources to address key stakeholders’ interests and achieve both organizational and social benefits. IBM - Overview | Corporate Community Relations
4 | 12 Social Responsibility Issues
4 | 13 Green marketing The specific development, pricing, promotion, and distribution of products that do not harm the natural environment.
4 | 25 Codes of Conduct Formalized rules and standards that describe what the company expects of its employees
4 | 26 Ethics Officers Create/enforce code Meet with, discuss code, and advise organization members Toll-free hotlines Salaries Of Ethics Officers
4 | 27 Implementing Ethical & Legal Compliance Programs Open communication & coaching Ethics training Clear channels of communication Follow-up support Enforce standards and impose penalties Part of overall marketing strategy
4 | 28 Audit Of Control Mechanisms
4 | 29 Challenges Of Ethical and Socially Responsible Behavior Introduction/adaptation of new products More user-friendly Transparency/openness Management responsibility Predict long-term effects Balancing society’s demands
4 | 30 Social Responsibility and Ethics Improve Performance $ Consumers want to buy from company associated with cause $ Company’s citizenship