1. Chapter 3 © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. THE MARKETING ENVIRONMENT, ETHICS, AND SOCIAL RESPONSIBILITY 1

2. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 1. Define environmental scanning and environmental management.

3. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Environmental Scanning ▮ Collecting external marketing environment information to identify and interpret potential trends ▮ Trends represent significant opportunities or threats to the company Example: Consumer Product Safety Commission issued a recall of American Girl Craft Pearly Beads & Ribbon Bracelets kits, citing high levels of lead in some of the beads 3

4. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Environmental Management ▮ Attainment of organizational objectives by predicting and influencing the competitive, political-legal, economic, technological, and social- cultural environments ▮ Strategic alliance - Partnership in which two or more companies combine resources and capital to create competitive advantages in a new market 4

5. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 2. What are the two kinds of environment?

6. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Environment ▮ Competitive environment ▮ Marketing environment 6

7. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Figure 3.1 - Elements of the Marketing Mix within an Environmental Framework 7

8. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 3. What are the various components of the competitive environment?

9. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Competitive Environment ▮ Pure competitive market ▮ Monopolistic competitive market ▮ Oligopolistic competitive market ▮ Monopoly 9

10. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Competitive Environment ▮ Interactive process that occurs in the marketplace among: Marketers of directly competitive products Marketers of products that can be substituted for one another Marketers competing for the consumer’s purchasing power 10

11. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Competitive Environment ▮ Marketing decisions by individual firms influence: Consumer responses in the marketplace Marketing strategies of competitors ▮ Few organizations have monopoly positions Monopoly - Market structure in which a single seller dominates trade in a good or service for which buyers can find no close substitutes 11

12. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Competitive Environment ▮ Antitrust laws - Designed to prevent restraints on trade such as business monopolies ▮ Oligopoly - Few number of sellers in an industry with high start-up costs which keep out new competitors 12

13. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 4. What are the three types of competition?

14. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Types of Competition ▮ Direct Among marketers of similar products Example: Alternative suppliers in the cell phone market such as Verizon and AT&T ▮ Indirect Involves products that are easily substituted Example: In the fast-food industry, pizza competes with chicken, hamburgers, and tacos 14

15. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Types of Competition ▮ Competition among all firms that compete for consumers’ purchases All firms compete for a limited number of dollars that consumers can or will spend Example: The purchase of a Honda Accord might compete with a Norwegian Cruise Line cruise 15

16. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 5. What three questions need to be answered in determining a competitive strategy?

17. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Developing a Competitive Strategy ▮ Competitive strategy - Methods through which a firm deals with its competitive environment Should we compete? Depends on firm’s resources, objectives, and expected profit potential In what markets should we compete? Requires marketers to acknowledge their firm’s limited resources 17

18. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Developing a Competitive Strategy How should we compete? Requires marketers to make product, distribution, promotion, and pricing decisions that give the firm a competitive advantage ▮ Time-based competition - Strategy of developing and distributing goods more quickly than competitors 18

19. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 6. Define the Marketing Environment.

20. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Key Environments ▮ Marketing Environment The actors and forces that affect a firm’s ability to build and maintain successful relationships with customers.

21. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 7. What are the components of the marketing environment?

22. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Key Environments ▮ Aspects of the marketing environment: Microenvironment: Actors close to the company Macroenvironment Larger societal forces

23. Actors in the Microenvironment

24. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Microenvironment ▮ Departments within the company impact marketing planning.

25. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Microenvironment ▮ Suppliers help to create and deliver customer value. Treat suppliers as partners.

26. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Microenvironment ▮ Marketing intermediaries help to sell, promote, and distribute goods. Intermediaries take many forms. Resellers Physical distribution firms Marketing services agencies Financial intermediaries

27. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Microenvironment ▮ Customer markets must be studied. ▮ Market types Consumer Business Government Reseller International

28. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Microenvironment ▮ Successful companies provide better customer value than the competition Size and industry position help to determine the competitive strategy.

29. The Microenvironment Government Media Financial Citizen action groups Local General Internal Various publics must also be considered.

30. Major Macroenvironmental Forces

31. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Macroenvironment ▮ Key Demographic Trends World population growth Now 6.2 billion Projected to reach 7.9 billion by 2025

32. Seven U.S. Generations

33. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Macroenvironment ▮ Key Demographic Trends   Changing American household  Geographic population shifts  Better-educated, more white-collar workforce  Increasing Diversity

34. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility ▮ Gross domestic product (GDP) - Sum of all goods and services produced by a nation in a year ▮ Economic environment - Factors that influence consumer buying power and marketing strategies ▮ Business cycle - Pattern of stages in the level of economic activity The Economic Environment

35. Economic Cycles

36. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility ▮ Prosperity - Consumer spending is brisk; growth in services sector ▮ Recession - Consumers focus on basic, fundamental products ▮ Depression - Consumer spending sinks to its lowest level ▮ Recovery - Consumer purchasing power increases Stages in the Business cycle

37. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility ▮ Business cycles take a severe turn and affect consumers and businesses across the globe ▮ Marketers must reevaluate their strategies and concentrate on their most promising products The Global Economic Crisis

38. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility ▮ Inflation and Deflation Inflation: The devaluation of money by reducing what it can buy through persistent price increases. Deflation: Falling prices, better?Unemployment The proportion of people in the economy who do not have jobs and are actively looking for work.

39. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility ▮ Income Discretionary income: the amount of money people have to spend after paying for necessities such as food, clothing, and housing. ▮ Resource Availability Demarketing: the process of reducing consumer demand for a good or service to a level that the firm can supply.

40. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility ▮ Marketers must monitor the economic environment of other nations ▮ Global political changes affect international marketplace The International Economic Environment

41. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Macroenvironment ▮ The Natural Environment –Concern for the natural environment has grown steadily, increasing the importance of these trends: Shortage of raw materials Increased pollution Increased governmental intervention

42. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Macroenvironment Many companies use recycling to help protect natural resources

43. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Technological Environment ▮ The technological environment represents the application of knowledge in science, inventions, and innovations to marketing. Applying technology helps Fidelity improve customer service

44. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility The Macroenvironment ▮ Key Technological Trends The technological environment is characterized by rapid change. New technologies create new opportunities and markets but make old technologies obsolete. The U.S. leads the world in research and development spending.

45. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility ▮ Consists of laws and their interpretations that require firms to operate under competitive conditions and to protect consumer rights Ignorance or non-compliance can result in fines, negative publicity, and civil damage suits The Political-Legal Environment

46. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility ▮ Falls into four historical phases: Antimonopoly period of the late 19th and early 20th centuries Protecting competitors during the Great Depression of the 1930s The third phase focused onConsumer protection Industry deregulation began in the late 1970s Government Regulation

47. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility ▮ Newest regulatory frontier is cyberspace Federal and state regulators are investigating ways to police the Internet and online services Privacy and child protection issues are difficult enforcement challenge Government Regulation

48. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility

49. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility

50. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility

51. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility ▮ The Federal Trade Commission (FTC) has the broadest regulatory powers over marketing Enforces laws regulating unfair business practices and stops false and deceptive advertising ▮ The FTC uses several procedures to enforce laws Consent order Cease-and-desist orders Government Regulatory Agencies

52. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility ▮ Consumer interest organizations ▮ Other groups attempt to advance the rights of minorities, senior citizens, and other causes ▮ Self-regulatory groupsset guidelines for responsible business conduct Other Regulatory Forces

53. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility ▮ The relationship between the marketer, society, and culture ▮ Marketers must be sensitive to demographic shifts and changing values ▮ Increasing importance of cultural diversity Example: Univision and Telemundo face growing competition in Spanish-language television programmingUnivisionTelemundo The Social-Cultural Environment

54. The Macroenvironment ▮ Core beliefs are persistent Passed from parents to children; reinforced by society Shape attitudes and behavior ▮ Secondary cultural values change and shift more easily ▮ Society’s cultural values are expressed through people’s views of: Themselves Others Organizations Society Nature The Universe The Cultural Environment

55. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 8. What are the two ways companies must respond to the marketing environment?

56. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Responding to the Marketing Environment ▮ Reactive: Passive Acceptance and Adaptation Companies design strategies that avoid threats and capitalize upon opportunities. ▮ Proactive: Environmental Management Use of lobbyists, PR, advertorials, lawsuits, complaints, and contractual agreements to influence environmental forces.

57. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 9. What is consumerism?

58. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Consumerism ▮ Social force within the environment that aids and protects the consumer and exerts legal, moral, and economic pressures on business and government 58

59. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Consumerism ▮ Consumer rights: The right to choose freely The right to be informed The right to be heard The right to be safe 59

60. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 10. Define Marketing Ethics.

61. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Ethical Issues in Marketing ▮ Marketing ethics - Marketers’ standards of conduct and moral values ▮ Some industries are required by law to maintain corporate-level positions responsible for ethics and legal compliance ▮ Workplace may generate serious conflicts when individuals discover that their ethical beliefs don’t match those of their employer 61

62. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Figure 3.2 - Ethical Questions in Marketing 62

63. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 11. What is social responsibility?

64. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Social Responsibility in Marketing ▮ Marketing philosophies, policies, procedures, and actions that have the enhancement of society’s welfare as a primary objective ▮ Four dimensions of social responsibility: Economic Legal Ethical Philanthropic 64

65. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Social Responsibility and Ethics Promote well-being Promote harmony, stability Influence elections Draw crowds to events Responsible marketing can... Ethical = morally right Socially Responsible = society views as best

66. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 12. What are the four dimensions of social responsibility?

67. © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use. Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Figure 3.5 - The Four Step Pyramid of Social Responsibility 67