Social Responsibility

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

Marketing and Social Responsibility 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Marketed that Succeed Planned obsolescence—the design of a product with features that the company knows will soon be superseded, thus making the model obsolete Example--www.gateway.com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 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 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 Insurance

Marketing’s Fourth Social Responsibility: Help Market Good Causes Cause-Related Marketing

Social Responsibility