W HAT Y OU ’ LL L EARN : The areas in which businesses are thought to have social responsibilities. The ways that business activities have impacted our environment. The definition of ethics and how marketers can make ethical choices. The meaning of consumerism and a brief history of the movement. The current trends and concerns in the workplace for employees.
M ARKETING AND S OCIAL R ESPONSIBILITY Apart from following the law, should businesses have any further social responsibility? Ben and Jerry’s Homemade, Inc Mc Donald’s Issues that concern socially responsible companies: Protection of the environment Ethical conduct in the marketplace Treatment of both consumers and employees
E NVIRONMENTAL I SSUES Air and Water Pollution Conservation and Recycling Green Marketing
B USINESS E THICS Ethics – guidelines for good behavior Ethical behavior is based on knowing the difference between right and wrong – and doing what is right. To make the right ethical choices, marketers must answer three basic questions: 1. Is the practice right, fair, and honest? 2. What would happen if the product were marketed differently? 3. What practice will result in the greatest food for the greatest number of people? Product Recall Code of Ethics
C ONSUMERISM Consumerism – the societal effort to protect consumer rights by putting legal, moral, and economic pressure on business. It involves the relationship of marketing only with those who buys a company’s goods or services. Consumer Rights 4 Basic Rights: 1. To be informed and protected against fraud, deceit, and misleading statements, and to be educated in the wise use of financial resources. 2. To be protected from unsafe products. 3. To have a choice of goods and services. 4. To have a voice in product and marketing decisions made by government and business.
W ORKPLACE TRENDS AND CONCERNS Flextime Telecommuting Family Leave Help for the Physically Challenged Health Care Reform On-site Child Care
Q UIZ 1. True or False. The following are areas in which businesses should have a social responsibility: Environmental issues; Business ethics; Consumerism; Employee Need s. 2. True or False. The three main environmental concerns for today’s businesses are air/water pollution; conservation/recycling, and green marketing. 3. True or False. Ethical behavior is based on knowing the difference between right and wrong – and doing what is right. 4. True or False. Consumerism is the societal effort to protect consumer rights by putting legal, moral, and economic pressure on business. 5. True or False. Flextime is a workplace trend and issue for businesses today.