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Chapter 4 Social Responsibility and Ethics in Marketing
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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
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The Nature of Social Responsibility
Social responsibility – an organization’s obligation to maximize its positive impact and minimize its negative impact on society
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100 Best Corporate Citizens
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Dimensions Of Social Responsibility
Marketing/Corporate Citizenship Stakeholders Marketing Ethics Cause-Related Marketing Strategic Philanthropy
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Marketing Citizenship
The adoption of a strategic focus for fulfilling the economic, legal, ethical, and philanthropic social responsibilities expected by stakeholders.
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Pyramid Of Corporate Social Responsibility
Source: From Archie B. Carroll, “The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders,” adaptation of Figure 3, p. 42. Reprinted from Business Horizons, July/Aug Copyright © 1991 by the Foundation for the School of Business at Indiana University. Reprinted with permission.
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Marketing Ethics Principles and standards that define acceptable marketing conduct as determined by various stakeholders. BBB Code of Advertising
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Cause-Related Marketing
The practice of linking products to a particular social cause on an ongoing or short-term basis.
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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
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Social Responsibility Issues
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Green marketing The specific development, pricing, promotion, and distribution of products that do not harm the natural environment.
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EUROPA - Environment - Ecolabel - Latest News
Europe’s Eco-Label EUROPA - Environment - Ecolabel - Latest News
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Corporate Goals For The Natural Environment
Eliminate concept of waste Reinvent concept of a product Make prices reflect the cost Make environmentalism profitable Getty Images
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Marketing Ethics Ethical Issue – An identifiable problem, situation, or opportunity requiring a choice among several actions that must be evaluated as right or wrong, ethical or unethical.
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Sample Ethical Issues Related to the Marketing Mix
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The Nature of Marketing Ethics
Individual Factors Organizational Relationships Opportunity
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Factors in Ethical Decision-Making
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Organizational Culture
A set of values, beliefs, goals, norms, and rituals that members of an organization share.
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Types And Incidences Of Observed Misconduct
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Improving Ethical Conduct In Marketing
Codes of conduct Ethics Officers Implementing Ethical and Legal Compliance Programs
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Top Management & Ethics
Talk about importance of ethics Inform employees Keep promises Model ethical behavior
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Reasons For Not Reporting Ethical Misconduct
Source: From National Business Ethics Survey, “How Employees View Ethics in Their Organizations ,” Ethics Resource Center 2005, p. 29. © Ethics Resource Center, Washington, DC. Reprinted with permission.
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Codes of Conduct Formalized rules and standards that describe what the company expects of its employees
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Ethics Officers Create/enforce code
Meet with, discuss code, and advise organization members Toll-free hotlines Salaries Of Ethics Officers
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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
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Audit Of Control Mechanisms
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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
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Social Responsibility and Ethics Improve Performance
Consumers want to buy from company associated with cause Company’s citizenship
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