Social Responsibility and Ethics in Marketing Part IV

Consumerism l An organized movement of citizens and government agencies to protect the rights of buyers. The right to safety. l The right to be informed. l The right to choose. l The right to be heard. l The right to redress against damage. l The right to consumer education l

Seller’s Rights l These rights depend on fair and safe practices: l The right to introduce any product in any style and size. l The right to charge any price for the product. l The right to spend any amount to promote the product. l The right to use any product message. l The right to use any buying incentive scheme.

Environmentalism l An organized movement of citizens, businesses and government agencies. l Protect and improve the living environment. l Maximize life quality, rather than consumption, choice or satisfaction. l Strive for environmental sustainability. l Government regulation to support these goals.

Legal Marketing Decisions l Selling decisions. l Advertising decisions. l Channel decisions. l Product/packaging decisions. l Pricing decisions. l Competitive management decisions.

Socially Responsible Marketing l Five principles of enlightened marketing: 1. Consumer-oriented marketing. 2. Innovative marketing. 3. Value marketing. 4. Sense-of-mission marketing. 5. Societal marketing.

Enlightened Marketing A marketing philosophy holding that a company’s marketing should support the best long-run performance of the marketing system

Enlightened Marketing 1. Consumer-oriented marketing: l 2. The philosophy of enlightened marketing that holds that the company should view and organize its marketing activities from the consumer’s point of view. Innovative marketing: l A principle of enlightened marketing that requires that a company seek real product and marketing improvements.

Enlightened Marketing 3. Value marketing: l 4. A principle of enlightened marketing that holds that a company should put most of its resources into value-building marketing investments. Sense-of-mission marketing: l A principle of enlightened marketing that holds that a company should define its mission in broad social terms rather than narrow product terms.

5. Societal marketing: A principle of enlightened marketing that holds that a company should make marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ longrun interests and society’s long-run interests. l Similar to the societal marketing concept. l

Marketing Ethics l Corporate marketing ethics policies: l Broad guidelines that everyone in the organization must follow. l Distributor relations. l Advertising standards. l Customer service. l Pricing. l Product development. l General ethical standards.

Marketing Ethics l What principle should guide companies and marketing managers on issues of ethics and social responsibility? l Free market and legal system on the one hand. l Responsibility falls to individual companies and managers on the other.

Assignment l Go to adstandards. com l Summarize Advertising Preclearance, and briefly describe five regulated advertising categories.