Business Ethic
Social Responsibility and Ethics
Chapter 20 Outline
20.1
20.2
20.3
20.4
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20.1 Sustainable Marketing
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© 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
3
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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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
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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
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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.
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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.
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Sustainable companies are those that create value for customers...
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