Responsibility in

Marketing – The
Role of Marketing in
the Society

MARKETING MANAGEMENT
Tamás Gyulavári

12/14/2023 1
2023. 12. 14.

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social societal
marketing marketing
? ?

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 • Perception of increasingly serious social problems,
• The negative effects of the operation of some companies come to the surface,
• Media (dramatize); internet (more easily accessible
What are the • informations),
reasons for the • A possible breakout point for challenging companies,
strengthening of • It is in the interest of companies operating in a strictly regulated environment to have a
social aspects? general approach,
• Increasing economic weight of companies.
• The topic is repeated every 20 years
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 2023. 12. 14.
CSR pyramid (Carroll, 1991) A CSR „three-domain” model
Philanthropic: (Schwarz és Carroll, 2003)
Desired

Be a good corporate citizen

Ethical
Expected

Ethical:
Do what is good and fair

Economic Legal
Legal:
Obey laws, regulations
Required

Friedman, 1970

Economic: Dalshrud, 2008; Matten-Cane, 2005

Be profitable
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Tools/corporate initiatives to help 2023. 12. 14.

implement marketing based on social

responsibility
(Kotler-Lee, 2005)

• cause promotions

• cause-related marketing

• corporate social marketing

• corporate philanthrophy

• community volunteering

• socially responsible business practices

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Problems in the
impementation
• Lack of top management identification
• Absence of a CSR strategy or its connection to the
corporate strategy
• Misinterpretation of CSR or poor assessment of its
potential, lack of CSR preparation
• Hard to measure results, uncertain return
• Project nature, short term
• Reactive approach
• Not a bottom-up CSR approach, thus different
orientations at company and employee level
• Lack of internal communication
• Alignment of CSR with the external communication
strategy

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 CSR from the
point of SMEs
• Think Global(ly), Act Local(ly) – standard
global values vs local culture

• Meaning of ‚Local’ – Geographical vs

Network Approach

• Growing Strategies for SMEs:

- Opportunities to Grow Fast and Enter to
the Global Market Space
- Build Strong Positions in the Local
Market and Increase the Customer Value
- (Capacity Contrains for Family
Enterprises)

• Increasing Role of CSR – Changing Mind-

Set of Customers
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• Sustainability
 Competitiveness of SMEs
2023. 12. 14.

Meaning of Competitiveness

Differences between SMEs and Large ones with regard to key

factors of competitiveness
SMEs Large Companies
• Flexibility • Reliability
• Customer orientation • Market orientation
• Creativity • Resources (assets, capabilities)
• Enthusiasm • Efficiency
• Pricing • Pricing

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Types of Engagement in Local Communities – CSR

CSR – buzzword or philosophy

(company size effect)

Tactical Partnership Strategic Partnership

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 Types of Engagement in Local Communities 2023. 12. 14.

– Tactical Partnerships

• Sponsoring events
• Creation of an employee volunteering/mentoring
program, philanthropic behaviour; Building positive image

• Offering pro-bono services and expert input to a

community partner organisation; Generating positive

• Fundraising for a community partner organization attitude towards our

enterprise

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 Types of Engagement in Local Communities
– Strategic Partnerships

• Collaboration based on resource sharing;

• Supplier partnership;
Common value creation
• Strategic cooperation based on access to
knowledge; Deeper understanding
• Partnership providing sales channels;
Common goals, stronger
• Innovation Partnership (e.g. joint
development of new environmental and/or engagement
social products and services with a
Special access to market
community partner organization);
• Network Collaboration; segments
• Collaborations with the possibility of
positioning

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Köszönöm
a figyelmet!

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