(Department of Computer Sciences)

Course Title: Introduction to Marketing Course Code: MGT-381 Credit Hours: 3(3-0)
Course Instructor: Mr. Ghulam Murtaza Programme Name: BSCS
Semester: V Batch: Section: A Date:
Submission Date: 06rd Feb,2021 11:59 p.m. Maximum Marks: 10
Important Instructions / Guidelines:
Solve all the problems. Submit it in word/Pdf format. Copy of any part of assignment will not be
tolerated and will be awarded zero marks. Don’t share your work with others.

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Assignment No. 4

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Please read the following instructions before attempting the solution of this assignment:
• To solve this assignment, you should have good command over lectures.
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• Try to consolidate the concepts that you learn in the lectures with these questions.
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• Upload assignments properly through LMS. We’ll NOT accept Assignments through Email.
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• Write your ID on the top of your solution file.

• All students are directed to use the font and style of text as is used in this document.
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• Remember that you are supposed to submit your assignment in MS-Word format or Pdf any other
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format like scanned, images, MS-Excel, HTML etc. will not be accepted.
• Do not use colourful backgrounds in your solution files.
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• This is an individual assignment (not a group assignment). So, keep in mind that you are supposed
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to submit your own, self-made and different assignment even if you discuss the questions with your
class fellows. All similar assignments (even with some meaningless modifications) will be awarded
zero marks, and no excuse will be accepted. This is your responsibility to keep your assignment
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safe from others.

Note: Full marks might be deducted for those assignments which are received after
the due date.

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 Attempt ALL questions.

Submitted to:
Sir Ghulam Murtaza
Submitted by:
M.ikram

Registration-N0
18-ARID-3670

Q NO. 1 Consider an organization with which you are familiar. To what extent is that organization
socially responsible in its marketing efforts? Justify your opinion.

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The concept of social responsibility holds that businesses should be good citizens, balancing

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their money-making operations with activities that benefit society, be it on a local, national, or
global scale. Social responsibility in marketing involves focusing efforts on attracting consumers

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who want to make a positive difference with their purchases. Many companies have adopted
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socially responsible elements in their marketing strategies as a means to help a community via
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beneficial services and products.
Interestingly, the philanthropic practice can be a good business tool as well. The research is
plentiful. According to a presentation titled "The Power of a Values-Based Strategy" by Forrester
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Research, a market research company that advises corporate clients, "some 52% of U.S. consumers
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factor values into their purchase choices," seeking brands that proactively promote beliefs and
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values aligned with their own.

In addition, a report by Nielsen that surveyed 30,000 consumers in 60 countries also found that 66%
of consumers were willing to pay more for goods from brands that demonstrated social
commitment. Finally, a study by public relations and marketing firm Cone Communications found
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that 87% of Americans will purchase a product because its company advocated for an issue they
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cared about.
How Social Responsibility in Marketing Works
Recyclable packaging, promotions that spread awareness of societal issues and problems,
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and directing portions of profits toward charitable groups or efforts are examples of social
responsibility marketing strategies. For example, a clothing company's marketing team may launch
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a campaign that encourages consumers to buy a bundle of socks versus just one pair. Using this
model, the company can donate a bundle of socks to military personnel overseas or to local
homeless shelters for each bundle sold. As a result of these donations the company brands itself as
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socially responsible and charitable, which ultimately attracts customers who are motivated by
socially responsible commitments and who want to support the welfare of the community.
Corporate responsibility goes hand in hand with socially responsible practices. For example,
administrators, executives, shareholders, and stakeholders must practice ethical behaviors and join
the community in promoting responsible marketing efforts. Solely putting on appearances
or greenwashing the practice of promoting deceptive environmentally-friendly processes or

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 products, indicates to customers that the company is not committed to social responsibility. Instead,
such behaviors can ultimately hurt the brand and the company's success. Consumers often can see
through gimmicks, slogans, or efforts that are not genuine or effective. In fact, 65% of the Cone
study respondents say they'll research a company's stand on an issue, to see if it's being authentic.
Example of Social Responsibility in Marketing
Some critics question the concept of social responsibility in marketing, noting that these
highly-publicized, expensive campaigns are colorful but highly limited (both in scope and in
duration), doing little to eradicate the root sources of problems. They wonder if it wouldn't be more
efficient if companies—or consumers, for that matter—just contributed funds directly to charities or
philanthropic causes.
Certainly, the strategies that seem the most effective are those in which a company finds a way to
link its core product directly to its socially responsible endeavor, and also to broaden its efforts. The
popular TOMS label is a case in point. The shoemaker began in 2006 with its "one for one"
campaign: for every pair of slip-on or boots bought, TOMS donated a pair of shoes to a child in
need. Similarly, for every pair of glasses, it paid for an eye exam and treatment for an impoverished
person.

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Although TOMS has furnished millions with shoes and eye care, and the buy-one-donate-one model
has been adopted by other trendy brands, TOMS' founder Blake Mycoskie received a lot of

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criticism regarding the materialistic approach to tackling poverty, and even "dumping shoes" to
children who perhaps didn't need any. As a pivot to address more underlying issues of poverty,

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Mycoskie committed to manufacturing shoes in areas around the globe where he donated them As
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of 2019, TOMS reports that it has donated more than 95 million pairs of shoes, aided in 780,000
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sight restorations, and provided 722,000 weeks of safe water. The company also has its eye on
improving infrastructure: having expanded into coffee, TOMS donates the proceeds of its sales to
building clean-water systems in the communities where the beans are grown.
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The Bottom Line

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Although an initial investment may be involved to share profits or donate to those in need,
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social responsibility in marketing promotes an enhanced company image, which can significantly
impact profitability and even productivity favorably.
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Q NO. 2 Briefly explain various ways that the marketing department could be organized. What are
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the main advantages and disadvantages of each configuration? How is the marketing within
your organization or one with which you are familiar organized? Is the organizational
structure effective? Why or why not?
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Several factors determine the type of organizational structure that a company uses:
revenues, number of employees, diversity of products, types of customers and
geographical spread. Smaller companies have more informal cultures while larger
corporations are more formal and bureaucratic.
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Three forms of organizations describe the organizational structures that are used by most
companies today: functional, departmental and matrix. Each of these forms has advantages and
disadvantages that owners must consider before deciding which one to implement for their
business.

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 Functional Departmentalization

The most common organizational structure is the functional or departmental form. In this
structure, all of the employees of a specific function are brought together to form a department.
Examples of these individual departments are sales, accounting, marketing, finance, research and
production.

A functional structure has a firm hierarchy; each department has a separate management staff and
upward reporting lines of authority. A department manager may report up one level to a vice-
president who might be in charge of several departments, such as finance, marketing and IT. This
vice-president could then report to the CEO of the company.

Functional organizations are effective for large corporations with homogeneous product lines.
Smaller companies need structures that are more creative and can adapt more quickly to changes
in the marketplace. Employees in small organizations may be responsible for several functions at
the same time.

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Advantages:

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A significant advantage of a functional structure is the focus and concentration of a group

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of specialists on their particular skills. Putting all of the company's marketing personnel together
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in one department allows them to more easily share ideas to improve their expertise and become
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more efficient. Training is more focused on the functional area.

The chain of command is clear in a functional structure. Each person knows the limits of his
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decision authority and when to pass the issue to a supervisor.

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The opportunity for promotion is usually clearer in the departments. Junior positions can aspire to
higher levels with more training and experience.

Disadvantages
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A disadvantage of the departmental structure is the limitation to communication between

employees in different departments. While the managers of each department may talk with each
other, employees are more isolated from each other and don't have naturally open avenues of
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communication.
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Recent attempts have been made to solve this communication problem by creating teams with
members from different departments.
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Divisional Structures

A divisional structure organizes a company's activities into geographical, products,

markets or service groups. As example, a company might have one division to handle sales in the
United States and another for European sales. Or a division to manage blue widgets and another
to handle green gizmos.

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 Each division would have a complete set of functional departments. Thus, the green gizmos
division would have its own departments for sales, purchasing, accounting, finance, engineering
and so forth. Companies with numerous products, markets or regions prefer to organize their
businesses into divisions.

Advantages

Accountability is clear with divisional structures. Each one operates separately and is
responsible for managing its activities. The results, good or bad, are easily identified.

A divisional structure works best when quick decisions are needed to react to rapidly changing
market conditions. Local managers are in a better position to respond sooner to competitive
threats rather than having to pass information up a chain of command and wait for a decision to
come back down.

Employees in divisions develop their own unique cultures. For example, personnel in a division

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set up for retail customers become more closely attuned to the needs of their market
demographics and can tailor their activities to those wants.

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Disadvantages

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Divisions cost more to set up and operate. When a corporation has numerous divisions, the
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total number of employees will likely be higher compared to an organization aligned into
functional departments. The same functions when spread across several divisions will not be as
productive and efficient as when they are concentrated in a single department.
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Companies with separate divisions may lose the benefits of economies of scale. Take purchasing,
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for example. A corporation might get better discounts for office supplies when purchasing large
quantities for all divisions together rather than placing smaller orders at the division level.

Inter-divisional rivalries can become a problem when division managers don't have incentives to
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work together. Managers may even work against other divisions to gain an advantage since they
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have clear accountability for the results of their own division and don't care about the
performance of the corporation as a whole.
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