The Dove Campaign for Real Beauty - Pearson

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Chapter 2 Sustainable marketing: marketing ethics and social responsibility3. Describe the principles of socially responsible marketingMany companies originally opposed these social movements and laws, but most of themnow recognise a need for positive consumer information, education and protection. Somecompanies have followed a policy of enlightened marketing which holds that a company’smarketing should support the best long-run performance of the marketing system.Enlightened marketing consists of five principles: consumer-oriented marketing, customervaluemarketing, innovative marketing, sense-of-mission marketing and societal marketing.Because business standards and practices vary from country to country, the issue ofethics poses special challenges for international marketers. The growing consensus amongtoday’s marketers is that it is important to make a commitment to a common set of sharedstandards worldwide.4. Explain the role of ethics in marketingIncreasingly, companies are responding to the need to provide company policies and guidelinesto help their employees deal with questions of marketing ethics. Of course, even thebest guidelines cannot resolve all the difficult ethical decisions that individuals and firmsmust make. However, there are some principles that marketers can choose among. Oneprinciple states that such issues should be decided by the free market and legal system. Asecond, and more enlightened, principle puts responsibility not in the system but in thehands of individual companies and managers. Each firm and marketing manager must workout a philosophy of socially responsible and ethical behaviour. Under the societal marketingconcept, managers must look beyond what is legal and allowable and develop standardsbased on personal integrity, corporate conscience and long-term consumer welfare.5. Understand the dimensions of sustainable marketingSustainable marketing recognises that the long-term survival of an organisation goesbeyond serving the wants and needs of today’s customers. It recognises the conflict betweenthe short-term needs for profit and customer gratification to build an operation that enhancesthe lives of its current and future stakeholders. The first dimension of sustainable marketinglooks to the needs of tomorrow’s customers as well as today’s and the need to address environmentalissues that endanger the livelihood of all. This means concern for shoddy goodsthat unintentionally endanger customers (such as power motorcycles), intrinsically dangerousproducts (such as cigarettes), consumption that damages the lives of others (such as cornbasedethanol fuel that drives up the cost of the food of poor people) or consumption thatendangers future generations (such as our appetite for energy to fuel our lifestyle).Sustainable marketing’s second dimension means assuring the survival of a business inorder that it can continue to serve future customers. That means a concern that the companyhas the agility to evolve as markets change and the governance to assure its well-being.Discussing the concepts1. Marketing receives much criticism, some justified and much not. Which of the major criticismsof marketing discussed in the chapter do you think are most justified? Which are leastjustified? Explain.115
Part 1 Marketing now2. You have been invited to appear along with a sociologist on a panel assessing the marketing ofvideo games. You are surprised when the economist opens the discussion with a long list ofcriticisms, focusing especially on the undesirable impacts of video gaming on society, such aslifelike depictions of violence and inclusion of hidden sex scenes, which steal children’s innocenceand make people violent. Abandoning your prepared comments, you set out to defendmarketing in general, and the video gaming industry in particular. How would you respond tothe sociologist’s attack?3. The issue of ethics provides special challenges for international marketers as businessstandards and practices vary a great deal from one country or cultural environment to thenext. Imagine that you are a manager working for a global company. Select five moraldilemmas from Table 2.1. Propose an ethical response for each dilemma. Will theseresponses be the same irrespective of whether the company faces these dilemmas whenoperating in the UK, India or China? Discuss. Should the company adapt its ethical standardswhen operating in countries with different standards?4. Can an organisation be focused on both their consumers and the environment at the sametime? Explain, giving practical examples to support your answers.5. How might companies benefit from practising the philosophy of sustainable marketing, and isthe survival of a business guaranteed by fulfilling the wants and needs of customers?Applying the concepts1. Many corporations support worthy causes and contribute generously to their communities.Check out the websites of one of the following or some other company of your choice andreport on its philanthropic and socially responsible activities: Nestlé (nestle.com), Virgin(virgin.com), Nike (nikebiz.com), Tesco (tesco.com), Saab (saab.com), Toyota (toyota.com) andBP (bp.com). How does philanthropy by corporations counter the social criticisms ofmarketing?2. The growth of consumerism and environmentalism has led to marketing approaches that aresupposedly good for society, but some are actually close to deception.WebresourcesFor additionalclassic case studiesand Internet exercises,visit www.pearsoned.co.uk/kotler●●●List three examples of marketing campaigns that you feel genuinely benefit society as awhole. If possible, find examples of corporate communications, including advertising,sponsorships, sales promotions or packaging, to support the examples you have listed.You may also visit the websites of relevant companies to gather more specific informationon these campaigns.Find three examples of deceptive or borderline marketing campaigns that appear to usetheir social concern as a means of selling rather than showing a true commitment to thecommunal good. How are you able to tell which activities are genuine and which are not?What remedies, if any, would you recommend for this problem?References1. Quentin Anderson, Inside track: ‘In defence of the NSPCC’, Viewpoint: ‘The furore over the charity’s allocationof funds rests on a misunderstanding of its long-term goals’, Financial Times (14 December 2000),p. 19; Tom Braithwaite, National news: ‘Websites that fail children face action’, Financial Times(8 September 2006); ‘Charity donors in a chorus of protest at NSPCC wasters’, Daily Express (13 April2007); NSPCC’s website: www.nspcc.org.uk.116
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