2 Chapter 4 Social Responsibility and Ethics in Marketing
3 Objectives Understand concept and dimensions of social responsibility Define/describe importance of marketing ethicsFamiliarize self with ways to improve ethical decisions in marketingUnderstand role of social responsibility and ethics in improving marketing performance
4 The Nature of Social Responsibility Social responsibility – an organization’s obligation to maximize its positive impact and minimize its negative impact on society
9 Marketing EthicsPrinciples and standards that define acceptable marketing conduct as determined by various stakeholders.BBB Code of Advertising
10 Cause-Related Marketing The practice of linking products to a particular social cause on an ongoing or short-term basis.
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
25 Codes of ConductFormalized rules and standards that describe what the company expects of its employees
26 Ethics Officers Create/enforce code Meet with, discuss code, and advise organization membersToll-free hotlinesSalaries Of Ethics Officers
27 Implementing Ethical & Legal Compliance Programs Open communication & coachingEthics trainingClear channels of communicationFollow-up supportEnforce standards and impose penaltiesPart of overall marketing strategy
29 Challenges Of Ethical and Socially Responsible Behavior Introduction/adaptation of new productsMore user-friendlyTransparency/opennessManagement responsibilityPredict long-term effectsBalancing society’s demands
30 Social Responsibility and Ethics Improve Performance Consumers want to buy from company associated with causeCompany’s citizenship
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