The Dove Campaign for Real Beauty - Pearson

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Chapter 2 Sustainable marketing: marketing ethics and social responsibilitySome technologicalinnovations can have hugeenvironmental benefits. A Zenis produced with a fractionof the environmental impactof a boom box or even a CDWalkman; electronicallystored music is more environmentallyfriendly than CD,tapes or vinyl and electronicallystored photos do notconsume paper or chemicals.Companies should try to turn all of their products into desirable products. The challengeposed by pleasing products is that they sell very well, but may end up hurting the consumer. Theproduct opportunity, therefore, is to add long-run benefits without reducing the product’spleasing qualities. The challenge posed by salutary products is to add some pleasing qualities sothat they will become more desirable in the consumers’ minds.101
Part 1 Marketing nowMarketing ethicsConscientious marketers, however, face many moral dilemmas. The best thing to do is oftenunclear. Because not all managers have fine moral sensitivity, companies need to developcorporate marketing ethics policies – broad guidelines that everyone in the organisation mustfollow. They cover distributor relations, advertising standards, customer service, pricing, productdevelopment and general ethical standards.The finest guidelines cannot resolve all the difficult ethical situations the marketer faces.Table 2.1 lists some difficult ethical situations marketers could face during their careers. Ifmarketers choose immediate sales-producing actions in all these cases, their marketing behaviourmight well be described as immoral or even amoral. If they refuse to go along with any of theTable 2.1 Some morallydifficult situations inmarketing1. You work for a cigarette company. Public policy debates over many years leave no doubt inyour mind that cigarette smoking and cancer are closely linked. Although your companycurrently runs an ‘if you don’t smoke, don’t start’ promotion campaign, you believe that othercompany promotions might encourage young (although legal age) non-smokers to pick up thehabit. What would you do?2. Your R&D department has changed one of your products slightly. It is not really ‘new andimproved’, but you know that putting this statement on the package and in advertising willincrease sales. What would you do?3. You have been asked to add a stripped-down model to your line that could be advertised topull customers into the store. The product won’t be very good, but salespeople will be able toswitch buyers up to higher-priced units. You are asked to give the green light for the strippeddownversion. What would you do?4. You are thinking of hiring a product manager who has just left a competitor’s company. Shewould be more than happy to tell you all the competitor’s plans for the coming year. Whatwould you do?5. One of your top dealers in an important territory recently has had family troubles and hissales have slipped. It looks like it will take him a while to straighten out his family trouble.Meanwhile you are losing many sales. Legally, on performance grounds, you can terminate thedealer’s franchise and replace him. What would you do?6. You have a chance to win a big account that will mean a lot to you and your company. Thepurchasing agent hints that a ‘gift’ would influence the decision. Your assistant recommendssending a fine colour television set to the buyer’s home. What would you do?7. You have heard that a competitor has a new product feature that will make a big difference insales. The competitor will demonstrate the feature in a private dealer meeting at the annualtrade show. You can easily send a snooper to this meeting to learn about the new feature.What would you do?8. You have to choose between three ad campaigns outlined by your agency. The first (a) is a softsell,honest, straight-information campaign. The second (b) uses sex-loaded emotionalappeals and exaggerates the product’s benefits. The third (c) involves a noisy, somewhatirritating commercial that is sure to gain audience attention. Pretests show that the campaignsare effective in the following order: c, b, a. What would you do?9. You are interviewing a capable female applicant for a job as salesperson. She is betterqualified than the men that you just interviewed. Nevertheless, you know that some of yourimportant customers prefer dealing with men and you will lose some sales if you hire her.What would you do?102
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