MKT 220 Lecture 4: Chapter 4
Document Summary
Social responsibility- obligation to maximize positive impact and minimize negative impact on society. Marketing citizenship- adoption of strategic focus for fulfilling economic, legal, ethical, and philanthropic social responsibilities expected by stakeholders. Stakeholders- have stake or claim in company product and outcomes: philanthropic- be a good corporate citizen, ethical- obligation to do what is just and fair, legal- obey the law, economic- be profitable. Marketing ethics: pricniples that define acceptable marketing conduct. Cause-related marketing: practice of linking products to a particular cause on short-term basis. Strategic philanthropy: use of organizational core competencies to address key stakeholder interests and achieve social benefits: yoplait and breast cancer; hot pockets and world hunger. What marketers do to help solve social problems. Right to safety, to be informed, to choose and to be heard. Natural environment/green marketing- distribution of products that do not harm the natural environment. Eliminate waste, reinvent concept of product, make prices reflect actual environmental costs, make environmentalism profitable.
