MGMB01H3 Lecture 5: lecture 5 part 1

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Ethics, corporate social responsibility (csr), and social impact: Narrow view of ethics and social responsibility for for-pro8its. Organizations have multiple goals that they must de8ine and prioritize. Marketing is a process to help organizations further goals. Marketing in service of ethics: firms often exist to institute change, framework for in8luence approaches: Marketing: use coercion through negative consequences, present information designed to encourage voluntary behavior absent direct incentives or consequences, offer incentives and/or consequences in an environment that invites voluntary behavior. How can we increase adoption: law: direct regulation probably not feasible (outlaw regular thermostats?, education: provide information on danger of using energy unnecessarily, marketing: provide double bottom line collaboration opportunity to for-pro8it. Value prop: increase perception of social responsibility, philanthropy, and environmental stewardship through cost- ef8icient activity. What is ethical marketing: narrow view: don"t break the law, cheat, act immorally in your daily activities in pursuit of pro8it, broader view: Pursue opportunities and increase brand equity through corporate social responsibility.

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