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MARKETINGGOLDENCHAPTER 4 SOCIAL RESPONSIBILITY An organization’s obligation to maximize its positive impact and minimize its negative impact on society.

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Presentation on theme: "MARKETINGGOLDENCHAPTER 4 SOCIAL RESPONSIBILITY An organization’s obligation to maximize its positive impact and minimize its negative impact on society."— Presentation transcript:

1 MARKETINGGOLDENCHAPTER 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.

2 MARKETINGGOLDENCHAPTER 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

3 MARKETINGGOLDENCHAPTER 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

4 MARKETINGGOLDENCHAPTER 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

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