Business Ethic

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Sustainable Marketing:
Social Responsibility and Ethics

Chapter 20 Outline
20.1
20.2
20.3
20.4

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© 2012 Principles of Marketing: An Asian Perspective

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20.1 Sustainable Marketing

© 2012 Principles of Marketing: An Asian Perspective

© 2012 Principles of Marketing: An Asian Perspective

20.2 Social Criticisms of Marketing

Sustainable
Sustainable marketing calls for socially and environ-mentally responsible actions that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future gene

generations to meet their needs.
needs

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Sustainable Marketing
Social Criticisms of Marketing
Consumer Actions to Promote Sustainable Marketing
Business Actions toward Sustainable Responsible Marketing

Marketing Impact on Individual Consumers

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© 2012 Principles of Marketing: An Asian Perspective

20.2 Social Criticisms of Marketing

20.3 Consumer Actions to Promote Sustainable
Marketing

Impact of marketing on society as a whole

Consumer Actions To Promote Sustainable Marketing






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© 2012 Principles of Marketing: An Asian Perspective

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Consumerism - an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.
Environmentalism - an organized movement of concerned citizens, businesses, and government agencies to protect and improve
and
people’s living environment
Public actions to regulate marketing – several
laws affect marketing

© 2012 Principles of Marketing: An Asian Perspective

20.4 Business Actions toward Sustainable
Responsible Marketing – Marketing Ethics
Ethi

20.4 Business Actions toward Sustainable
Responsible Marketing – Marketing Ethics
Ethi

Ethical marketing: case of Mattel

Firm Goals

Greed and short
term profit seeking
When the discovery of lead
paint on several of its bestselling products forced Mattel to recall millions of toys
worldwide, the company’s
forthright response helped it
maintain customer confidence.
Mattel even involved its panel of
400 moms as “brand advisors”
to
to help shape its response.
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© 2012 Principles of Marketing: An Asian Perspective

Serious long term
consequences

Creating value
over the long run

Long term
success

20.4 Business Actions toward Sustainable
Responsible
Responsible Marketing – Marketing Ethics
The Scope of Marketing Ethics

20.4 Business Actions toward Sustainable
Responsible Marketing
Marketing Ethics

Business Ethics

Marketing Ethics

A branch of study of ethical 
study that examines ethical 
rules and principles in a 
commercial context

Examines ethical problems 
specific to the domain of 
marketing e.g. the 4Ps





Corporate marketing ethics policies are broad guidelines that everyone in the organization must follow.
These policies should cover distributor relations, advertising standards, customer service, pricing, product development, and general
general ethical standards.

10 © 2012 Principles of Marketing: An Asian Perspective

20.4 Business Actions toward Sustainable
Responsible Marketing

20.4 Business Actions toward Sustainable
Responsible Marketing

Ethical Issues: Societal Marketing

SUMMARY: The Sustainable Company

Each company and marketing manager must work out a philosophy of socially responsible and ethical behavior.
• Under the societal marketing concept, each manager must look beyond what is legal and develop standards based on personal integrity, corporate conscience, and long-run consumer welfare. • Dealing with issues of ethics and social responsibility in an open and forthright way helps to build strong customer relationships based on honesty and trust.

• Many companies routinely include consumers in the social responsibility process.


11 © 2012 Principles of Marketing: An Asian Perspective





Sustainable companies are those that create value for customers...
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