MKT 100 Chapter Notes - Chapter 18: Brand Equity, Consumerism, Corporate Social Responsibility

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Mkt100 chapter 18: ethics and socially responsible marketing (textbook notes) Although businesses cannot survive without making profit, if this is their sole objective, they may lose consumers in the long-run o o. Balancing act may turn into a quest to finding the firmest footing possible. How to balance shareholder interests with the needs of society. New regulations enforced by the european union o. Places the responsibility for the content and safety on toy producers, importers, and distributers: documenting that products imported into the eu contain no dangerous materials, avoid potential allergens, and are not choking risks. The ethical dilemma has as much to do with defining our terms as with what the products contain o. If customers believe that they can no longer trust the company or the company is not acting responsibly, they will no longer support it: must be a paramount focus for marketers. Anyone involved in marketing activities must recognize the ethical implications of their actions.