Marketing Impacts on Society

CIM Code of Practice
Corporate and social responsibilities as a cultural value
1. Should all customers needs be satisfied?
  1. Some consumers want products that may not be good for them in the long run
    1. Micro Issue?
    2. Macro Issue?
2. What if it cuts into profits?
  1. Does being socially responsible conflict with the organisations objectives?
    1. Try to balance:
      1. Consumer Interests
        Company Interests
        Social Interests
Others affected by social responsibility
1. Publics: all the people who have an interest in the overall performance of an organisation
  1. Can demand that an organisation acts in a certain manner
  2. What is seen as appropriate to one stakeholder might not be to another
  3. Marketers are expected to act in both a social and ethical manner
  4. Greater corporate honesty
  5. Products and services are expected to be fit for purpose
  6. Consumerism
    1. Honest and full information relating to the relevant facts
    2. Protection from commercial expolitation
    3. Assurance that quality of life standards are maintained
  7. Requirements
    1. Do not market products with an unknown degree of risk
    2. Refrain from activities that waste scarce resources
    3. Refrain from activities that pollute or damage the enivironment
2. Communities
3. Employees
4. Suppliers
Which ethical line to take?
1. Utilitarianism
  1. The greatest good for the greatest number
2. Jeremy Bentham- Principle of Utility
  1. action should be judged on the results achieved and how much it benefits everyone
    1. Everyone should be treated equally
3. John Stuart Mill
  1. The observance of rules benefits the whole of society
4. Peter Singer
  1. The preference of the individual should be taken into account
    1. People should be given the opportunity to say what for them represents good and bad
5. Categorical Imperative Approach
  1. A person should only do something if he or she is prepared for everyone to do it as well
  2. 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
1. Societal Marketing Concept
  1. An organisation's task is to determine needs and wants and to deliver the desired satisfactions better than competitors
2. Examples
  1. Ben and Jerrys
  2. The Body Shop
Key marketing issues relating to social causes
1. Does marketing almost force people into buying things they dont want or need?
Social Marketing
1. Changing environment of social marketing
  1. There are now marketing groups that have been created that only work for just causes
  2. Consumers are making product choices based on the products social responsibility
2. Economies and their influence on marketing efforts
  1. 4 Utilities
    1. Form
      1. When a manufacturer makes a product out of other materials
    2. Time
      1. When the product is available when the customer wants it
    3. Place
      1. Created when the product is available when it is needed
    4. Possession
      1. Transaction is completed
    5. State Controlled Economy
      1. Planners decide how resources are to be allocated to these ultilities
    6. Market Directed Economy
      1. The individual decisions of the many establish the macro level decisions for the whole economy
3. Modifying marketing so as to have full regard for preserving the well being of individual consumers and society as a whole
4. Corporate Social Responsibility Programmes

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Marketing Impacts on Society

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	Created by james.bowditch over 10 years ago