Marketing Project Socially Responsible Marketing

8/8/2019 Marketing Project Socially Responsible Marketing

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³A social process by which individuals and groupsobtain what they need and want through creating

and exchanging products and value with others.´

Today marketing must be understood not in old sense of

making a sale - ³telling and selling´ ± but in the new

sense satisfying customers needs. The concept of

markets finally brings us full circle to the concept of marketing.



Ethics

Ethics is said to be the science of morals, moral

principles and rules of conduct.

The characteristics that define acceptable

conduct in marketing are called Marketing

Ethics.



Organizational social commitment comprises of

four types of responsibilities. They areeconomic, legal, ethical and philanthropic

responsibilities.



In 1995 the Royal Dutch/Shell faced intensed public protests over its decision todump one of its obsolete oil storage platforms into the North Sea. Greenpeaceactivists gathered in large numbers on April 29th 1995, the day the Company hasplanned to sink the platform in the sea. They protested against the move, contendingthat it would pollute the environment. The international media extensively covered theprotest. Shell immediately took the matter to court, seeking legal protection. The courtpassed its judgement in favour of Shell. Subsequently, Shell forcibly removed theactivists from its precincts. For weeks afterwards, Shell took radical steps to preventGreenpeace activists from causing any further damage to its plans. The Company

even blasted boats occupied by Greenpeace activists with water cannons to stopthem from entering its premises. Although Shell won legally, it failed ethically in theeyes of people around the world, as they started boycotting Shell gas stations. Due tothese developments, the Company announced that it was abandoning its plans tosink the platform in the North Sea.

After this protest, Shell has understood the societal responsibilities and ethical valuesand then introduced a new committee called ³Social Responsibility Committee´. Hereviewed the policies with respect to the statement of ³general business guidelines´and the group¶s policy and commitment concerning health, safety and environment.From the case study, we have come to know that by going against the will of societyand polluting the environment, facing back to the social responsibility, Shell had toface difficult situations loosing faith of the people and also the reputation or goodwillwhich he has gained for years ago.



Marketing done in ethical manners following thesocietal responsibilities side to side shows a positiveflow of business which enables a marketer to not onlymaximize his profit but also increase the creditworthiness of his organization, gaining goodwill. Theissue of social responsibility and ethics poseschallenges for marketers.

Also from the case studies we have come to knowthat to be a successful marketer in the market one

must follow business ethics and consider responsibility towards society

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Marketing Project Socially Responsible Marketing