Zusammenfassung der Ressource
Marketing Impacts on Society
- CIM Code of Practice
- Corporate and social responsibilities as a cultural value
- Should all customers needs be satisfied?
- Some consumers want products that may not be good for them in the long run
- Micro Issue?
- Macro Issue?
- What if it cuts into profits?
- Does being socially responsible conflict with the organisations objectives?
- Try to balance:
- Consumer Interests
- Company Interests
- Social Interests
- Others affected by social responsibility
- Publics: all the people who have an interest in the overall performance of an organisation
- Can demand that an organisation acts in a certain manner
- What is seen as appropriate to one stakeholder might not be to another
- Marketers are expected to act in both a social and ethical manner
- Greater corporate honesty
- Products and services are expected to be fit for purpose
- Consumerism
- Honest and full information relating to the relevant facts
- Protection from commercial expolitation
- Assurance that quality of life standards are maintained
- Requirements
- Do not market products with an unknown degree of risk
- Refrain from activities that waste scarce resources
- Refrain from activities that pollute or damage the enivironment
- Communities
- Employees
- Suppliers
- Which ethical line to take?
- Utilitarianism
- The greatest good for the greatest number
- Jeremy Bentham- Principle of Utility
- action should be judged on the results achieved and how much it benefits everyone
- Everyone should be treated equally
- John Stuart Mill
- The observance of rules benefits the whole of society
- Peter Singer
- The preference of the individual should be taken into account
- People should be given the opportunity to say what for them represents good and bad
- Categorical Imperative Approach
- A person should only do something if he or she is prepared for everyone to do it as well
- A person should always act in such a way as to treat other people as the ends and not the means
- Corporate Citizenship- upholding the law and behaving responsibly
- Societal Marketing Concept
- An organisation's task is to determine needs and wants and to deliver the desired satisfactions better than competitors
- Examples
- Ben and Jerrys
- The Body Shop
- Key marketing issues relating to social causes
- Does marketing almost force people into buying things they dont want or need?
- Social Marketing
- Changing environment of social marketing
- There are now marketing groups that have been created that only work for just causes
- Consumers are making product choices based on the products social responsibility
- Economies and their influence on marketing efforts
- 4 Utilities
- Form
- When a manufacturer makes a product out of other materials
- Time
- When the product is available when the customer wants it
- Place
- Created when the product is available when it is needed
- Possession
- Transaction is completed
- State Controlled Economy
- Planners decide how resources are to be allocated to these ultilities
- Market Directed Economy
- The individual decisions of the many establish the macro level decisions for the whole economy
- Modifying marketing so as to have full regard for preserving the well being of individual consumers and society as a whole
- Corporate Social Responsibility Programmes