MARKETING GOLDEN CHAPTER 4

SOCIAL RESPONSIBILITY

• An organization’s obligation to maximize its positive impact and minimize its negative impact on society.

• Ignoring responsibility can cause distrust and prompt regulation.

• Being responsible can generate positive publicity and boost sales.

MARKETING GOLDEN CHAPTER 4

CAUSE-RELATED MARKETING

• The practice of linking products to a particular social cause on an ongoing or short-term basis. Adds value for customers

MARKETING GOLDEN CHAPTER 4

GREEN MARKETING

• The specific marketing of products that do not harm the natural environment.

• Eliminate Waste• Reinvent the Product• Price Reflects Cost• Make Environmentalism Profitable

MARKETING GOLDEN CHAPTER 4

ETHICS• Ethical Issue: Requires a choice

among several actions that must be evaluated as right or wrong.

• Ethical Philosophies: Utilitarianism Ethical Formalism (The Golden Rule) Kant’s Categorical Imperative The Professional Ethic The TV Test