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Marketing: A Closer Look
Marketing: A Closer Look
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JANUARY 2007
: MARKETING
INTRODUCTION:
In recent years, attention to social and environmental issues in product marketing has become a
mainstream practice and offers opportunities for firms to differentiate themselves in the market. Popular
examples abound: organic produce, hybrid cars, and fair trade coffee, to name just a few. While business
coursework is quickly following practice in the field, our data show that a critical examination of the
social impact of marketing is limited in some instances to issues of legality and ethics. When ethical
concerns are raised, they are commonly discussed in the context of avoiding harmful marketing practices,
especially prohibitive product pricing and deceptive advertising. On the other hand, international
marketing classes do a good job of discussing socio-cultural considerations in the analysis of new target
markets.
It is noteworthy that a handful of MBA programs offer courses specifically addressing “social
marketing”; that is, using concepts from commercial marketing, such as the traditional “four P’s”
marketing mix (i.e., Product, Place, Promotion, and Pricing), to bring about social change. Also,
academic research has highlighted the use of, and further potential for, social marketing for environmental
causes.1 A few of these forward-looking strategic marketing courses are highlighted in the “notable
coursework” section below.
THE BOTTOM LINE:
■ According to Dr. Bruce Hutton, several years ago topics related to the environment and
social issues were considered “add-ons” and were included at the end of marketing texts.
Now, these issues are better integrated throughout such texts.
■ There are many social impact management topics in marketing that are worthy of
inclusion into coursework. Examples include the impacts of product development,
design, and pricing decisions on both consumers and business sustainability, as well as
the impacts of “niche marketing” on both target markets and sustainable competitive
corporate strategy.
On cutting-edge issues in marketing: “Every aspect of the traditional marketing mix is being affected by
the opportunities provided by the expansion of marketing thought to include social and environmental
issues in the development of marketing strategy. New ways of greening the supply chain, pressuring
suppliers to be environmentally sensitive and have ethical practices with regard to labor and human rights
provide ways of differentiating brands. Engaging in partnerships with civil society organizations as well
as government is providing access to new markets and resources. Perspectives, such as those presented in
1
For example, see Edward Maibach’s “Social Marketing for the Environment: Using Information Campaigns to
Promote Environmental Awareness and Behavior Change”, Health Promotion International, Vol. 9, No. 3, 209-224.
Oxford University Press, 1993. Additionally, Oxford University presented, “Social Marketing for the Environment:
Using Water Wisely”, a conference in November 2006. See http://www.conted.ox.ac.uk/cpd/env/courses/social.asp
for the announcement.
A Closer Look at Business Education
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Prahalad’s book, The Fortune at the Bottom of the Pyramid, are opening up heretofore ignored markets
and are leading to new innovations in meeting the needs of the poor.”
On student interest in environmental, social, and ethical issues in marketing: “Students respond very
positively to such topics when they are presented in the context of the overall marketing process, so they
can see the linkage between these practices and the creation of firm value, customer satisfaction, brand
reputation, innovation, competitive advantage, etc.—and the fulfillment of the marketing concept. It is
also true that, increasingly, students come to the business school seeking training in such issues and
wanting to go to work for socially responsible companies and make a difference, as well as a living, in
their careers.”
NOTABLE COURSEWORK:
The following course descriptions are drawn exclusively from Beyond Grey Pinstripes, a
research survey conducted biennially by the Aspen Institute.
“Students become familiar with various topics, including the design of more effective campaigns for
socially- or environmentally-beneficial behaviors (for instance, a “stop smoking” or “don’t litter”
advertising campaign). Students also learn about corporate societal marketing initiatives that earn
profits and promote social welfare, antitrust issues, and public policies that protect consumers from
making poor marketplace choices and encourage vigorous competition for customers. Students
acquire skills and an improved ability to market socially and to assess government and corporate
social initiatives.”
For additional courses on related subjects, search 1,672 descriptions at Beyond Grey Pinstripes.
■ Case Study: Procter & Gamble and Population Services International (PSI): Social Marketing for
Safe Water
Source: INSEAD, 2006
PuR, the water purification product sold in small sachets, had suffered a string of failed market tests,
but the public health benefits of the product had been demonstrated repeatedly in bottom of the
pyramid (BOP) markets where finding clean drinking water can be a daily calamity. As part of its
global CSR (corporate social responsibility) expansion initiative, Procter & Gamble (P&G) move the
product from the commercial to the corporate sustainable development (CSD) unit, which took the
pressure off PuR brand managers to meet market sales projections. This move created new pressures,
however, for those managing CSR initiatives - to take the product global on a philanthropy budget.
Partnering with Population Services International (PSI), the global NGO (non-governmental
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A Closer Look at Business Education
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organisation) with offices in over 65 countries, and expertise in social marketing, P&G would play a
supporting role. Building a sustainable social market for water treatment, in places like Haiti and
Uganda, presented challenges, but also presented unexpected benefits, measured in terms of P&G's
stakeholder engagement.
■ Concept Paper: “What Research in Marketing Can Teach Managers About Improving Corporate
Social Performance” by Dr. Paul Bloom, Fuqua School of Business at Duke University
This paper presents an overview of the research undertaken by marketing scholars concerned with the
social impact of marketing practices. The author outlines the field and discusses: the recent research
focus to help managers to improve their company's performance; the study of harmful marketing
practices; the legislative and judicial treatment of certain marketing practices; the study of macro-
marketing issues; the identification of practices which hinder and promote corporate social
performance and key questions which animate this research.
ONGOING QUESTIONS:
■ What type of academic collaboration is necessary for useful metrics to be developed that
effectively measure the impact of social and environmental marketing?
■ What will the 2007 Beyond Grey Pinstripes survey results reveal about curricular shifts
over the past two years in marketing courses?
RESOURCES:
BeyondGreyPinstripes.org – World’s biggest MBA database, including detailed records on 1,672 courses,
1,730 extracurriculars, and 216 research articles at 128 schools on six continents.
CasePlace.org – A free and practical on-line resource for up-to-date case studies, syllabi, and innovative
teaching materials on business and sustainability. Created for the educators who will shape our next
generation of business leaders!
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A Closer Look is a monthly series of briefing papers on topical issues in MBA education, based on the research and programs of the
Aspen Institute. The Aspen Institute Business and Society Program works with senior corporate executives and MBA educators to
prepare business leaders who will effectively manage the financial, social, and environmental impacts of the private sector.
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