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Recognize that marketing’s first social responsibility is to be ever more efficient and effective and understand the charges made against the marketing role in this regard
Understand that marketing's second social responsibility is to behave ethically and honestly with customers, colleagues, and ourselves as marketers
Observe how marketers must obey the letter of the law and spirit of various laws as a third social responsibility
Appreciate how marketing exercises its fourth responsibility via cause-related marketing
Social Responsibility
Marketing and Social Responsibility
The collection of marketing philosophies, policies, procedures, and actions intended primarily to enhance society’s welfare
Marketing’s First Social Responsibility: Be Ever More Efficient and Effective
Too Many New Unneeded Products are Marketed that Fail
Arguments made for better marketing, not less marketing
Marketing’s First Social Responsibility: Be Ever More Efficient and Effective
Too Many New Unneeded Products are Marketed that Succeed
Planned obsolescence—the design of a product with features that the company knows will soon be superseded, thus making the model obsolete
Example--www.gateway.com
Marketing’s First Social Responsibility: Be Ever More Efficient and Effective
Market Distribution Systems are Inefficient
Fierce competitors who are trendsetters in innovation of new, more efficient distribution processes will take away business
Example—Wal-Mart and Home Depot
Marketing’s First Social Responsibility: Be Ever More Efficient and Effective
A Lot of Advertising Is Wasteful Expenditure
Inefficient targeting—results when advertising and distribution reach too broad an audience, most of whom are not interested in the product
Marketing’s First Social Responsibility: Be Ever More Efficient and Effective
Marketers’ Self-interested, Unintended Consequences on Supply
Tragedy of the commons—name given to the process which individuals, pursuing their own self-interest, overuse a common good to such an extent that the common good is destroyed
Marketing’s First Social Responsibility: Be Ever More Efficient and Effective
Marketers’ Self-interested, Unintended Consequences on Supply
Supply-side market failure—individual activities of a supplier inadvertently lead to destructive effects on the overall supply
Marketing’s First Social Responsibility: Be Ever More Efficient and Effective
Marketers’ Self-interested, Unintended Consequences on Supply
Marketing’s First Social Responsibility: Be Ever More Efficient and Effective
Marketers’ Self-interested, Unintended Consequences on Supply
Marketing’s First Social Responsibility: Be Ever More Efficient and Effective
Marketers’ Self-interested, Unintended Consequences on Demand
Demand-side market failure—the cumulative effect of the marketing practices on many thousands of advertising campaigns that has a residual negative impact on the values of buyers and the demand for various products
Marketing’s Second Social Responsibility: Behave Ethically
IBM and Proctor & Gamble
Marketing’s Second Social Responsibility: Behave Ethically
IBM and Proctor & Gamble
Marketing’s Second Social Responsibility: Behave Ethically
I Was Only Following Orders
Marketing’s Second Social Responsibility: Behave Ethically
Choose to Do the Most Good for the Most People
Principle of utility is that “ethical behavior” is the behavior that produces the most good for the most people in a specific situation
Marketing’s Second Social Responsibility: Behave Ethically
What If Everyone Did It?
Situational ethics—societal condition where “right” and “wrong” are determined by the specific situation, rather than by universal moral principles
Marketing’s Second Social Responsibility: Behave Ethically
Where Do Our Basic Values Come From?
www.ymca.com
Youth groups, sports teams, school related organizations
Marketing’s Second Social Responsibility: Behave Ethically
Recognizing Ethical Issues
Marketing’s Second Social Responsibility: Behave Ethically
Recognizing Ethical Issues
Ethical vigilance—means paying constant attention to whether one’s actions are “right” or “wrong,” and if ethically “wrong,” asking why one is behaving in that manner
Marketing’s Third Social Responsibility: Obey the Law
Obey the Law
Marketing’s Fourth Social Responsibility: Help Market Good Causes
Good Causes
Marketing’s Fourth Social Responsibility: Help Market Good Causes
Cause-Related Marketing
Activities that governments, public service organizations, companies, and individuals undertake in an effort to encourage target customer participation in socially redeeming programs
Marketing’s Fourth Social Responsibility: Help Market Good Causes
Cause-Related Marketing
Example—The National High Blood Pressure Education Program (NHBPEP)—partnership of over 40 organizations to raise awareness and provide diagnosis
Marketing’s Fourth Social Responsibility: Help Market Good Causes
Cause-Related Marketing
Allstate Allstate InsuranceInsurance
Marketing’s Fourth Social Responsibility: Help Market Good Causes
Cause-Related Marketing
