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Lecture 4

MKT 220 Lecture 4: Chapter 4


Department
Marketing
Course Code
MKT 220
Professor
Gardner
Lecture
4

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Chapter 4
Social responsibility- obligation to maximize positive impact and minimize negative impact on society
Impact on society
Indirect long term benefits
Greater employee commitment
Marketing citizenship- adoption of strategic focus for fulfilling economic, legal, ethical, and philanthropic
social responsibilities expected by stakeholders
Stakeholders- have stake or claim in company product and outcomes
Pyramid of Social Corporate Responsibility
1. Philanthropic- be a good corporate citizen
2. Ethical- obligation to do what is just and fair
3. Legal- obey the law
4. Economic- be profitable
Dimensions of Social Responsibility
Marketing ethics: pricniples that define acceptable marketing conduct
Cause-related marketing: practice of linking products to a particular cause on short-term basis
Strategic philanthropy: use of organizational core competencies to address key stakeholder
interests and achieve social benefits
o Yoplait and breast cancer; hot pockets and world hunger
Issue
Description
Major Social Concerns
Natural environment
Quality of life and a healthful
product
pollution, conservation
Consumerism
Protect consumer rights
Right to safety, to be informed,
to choose and to be heard
Community relations
What marketers do to help solve
social problems
Equality issues, safety and
health
Natural environment/Green Marketing- distribution of products that do not harm the natural environment
Eliminate waste, reinvent concept of product, make prices reflect actual environmental costs,
make environmentalism profitable
Consumerism- efforts of people to protect consumers
Lobby government officials, boycotts, PSAs, coverage by news and media
Right to safety, to be informed, to choose, to be heard
Community relations- expectations of firms as good corporate citizens
Philanthropic contributions to civic projects and institutions, employee volunteerism,
employment opportunities and economic development
Nature of Ethics: company, industry, government, customers, interest groups, and society
All influence ethical standards
Legal issues and ethical issues have a gray area
Ethtical issue- identifiable problem that must be identified as right or wrong, ethical or unethical
Product information
Covering up defects that could cause harm
Counterfeiting
Distribution issue- lots of products going in the
wrong directions
Advertising
Deceptive advertising or withholding product info
Deceptive pricing
Advertised sale is a reduction below regular list
price but that is not the case
find more resources at oneclass.com
find more resources at oneclass.com
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