Transcript Cpt 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
MARKETING
GOLDEN
CHAPTER 4