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Marketing Ethics and Social Responsibility

Marketing Ethics and Social Responsibility. Societal Marketing Concept. “Marketers should endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole, while fulfilling the objectives of the organization”. 2.

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Marketing Ethics and Social Responsibility

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  1. Marketing Ethics and Social Responsibility

  2. Societal Marketing Concept “Marketers should endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole, while fulfilling the objectives of the organization” 2

  3. Exploitive Targeting • Marketing to Children • Overaggressive Promotion • Selling Pharmaceuticals directly to consumers • The perils of precision targeting

  4. Marketing to Children • Guidelines by Children’s Advertising Review Unit (CARU) • Guidelines include: • No misleading claims about product’s performance or benefits • Must not exploit children’s imagination • Can not create unrealistic expectations • Products must be shown in safe situation • No encouragement of inappropriate behavior 4

  5. Overaggressive Promotion • Recession due in part to Americans’ rising credit and easy credit to risky groups

  6. Selling Pharmaceuticals Directly to Consumers • Began in 1997 • Television, print, and the Internet 6

  7. The Perils Of Precision Targeting • Narrowcasting • Directed messages to small audiences • Data providers support the marketers with information • GPS • Cell phones and cars • Gives marketers your location

  8. Manipulating Consumers • Forced exposure to advertising • Tinkering with consumers’ perceptions • Covert marketing • Socially undesirable representations • False or misleading advertising

  9. Forced Exposure To Advertising • Product placement • Advertorials • Infomercials

  10. Tinkering With Consumers’ Perceptions • Increased consumption from: • Organization of merchandise • Size of package • Symmetry of display • Perceived variety of display • Store Environments • Relative Pricing

  11. Covert Marketing • Also called masked or stealth marketing • Messages appear to be from independent parties but are company driven.

  12. Socially Undesirable Representations • Children’s Toys • Barbie and G.I. Joe • Thin models in the media • Brands that promote violence • Stereotypes

  13. False or Misleading Advertising • Puffery • Truth-in-advertising laws • Deceptive advertising • Corrective advertising

  14. Social Responsibility • Advocating socially beneficial causes • Cause-related marketing • Green marketing • Consumer ethics

  15. Advocating Socially Beneficial Causes • Not-for-profits • Government agencies • Consumer advocacy groups

  16. Cause-Related Marketing • Contribute a portion of revenues • Good fit between cause and company’s positioning is important

  17. Green Marketing • Promoting of healthy, reusable, and ecofriendly products

  18. Consumer Ethics • Returning used product • Software privacy

  19. THANK YOU!

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