Chapter 21

Marketing Management
Sixteenth Edition
Chapter 21
Socially Responsible
Marketing
Copyright © 2022, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Learning Objectives
21.1 Discuss the role that corporate social responsibility
plays in marketing management.
21.2 Explain how companies manage corporate social
responsibility in the workplace.
21.3 Identify the strategies that companies use to promote
sustainability.
21.4 Describe how companies balance social responsibility
and corporate profitability.
The Role of Social Responsibility in
Marketing Management
• Triple bottom line
– People (social component)
– Planet (sustainability
component)
– Profit (monetary component)
Community-Based Corporate Social
Responsibility (1 of 6)
• Corporate social
responsibility in the
workplace
– Fair compensation
– Work–life balance
– Diversity
– Employee development
• Corporate Philanthropy
– Enhancing company image
– Enhancing customer loyalty
– Enhancing perceived product performance
• Serving low-income communities
– Bottom of the pyramid (BOP)
▪ A socioeconomic concept used in reference to the
largest but poorest group of the world’s population,
who live on less than $2.50 a day
• Serving low-income communities
– Reverse innovation
▪ Create an inexpensive product that can be
introduced as a cheaper alternative in developed
markets
• Cause marketing
– Links the firm’s
contributions toward a
designated cause to
customers engaging
directly or indirectly in
revenue-producing
transactions with the firm
Cause Marketing Can…
• Improve social welfare • Create a reservoir of goodwill
• Create differentiated • Boost internal morale
brand positioning
• Galvanize employees
• Build strong consumer
• Drive sales
bonds
• Increase the firm’s market value
• Enhance the company’s
public image
• Social marketing
– Aims to further a cause
• Brand activism
– Taking a stand on an
important—typically
controversial—social,
economic, environmental,
or political issue
Sustainability-Focused Corporate
• Sustainability
– The ability to meet
humanity’s needs
without harming future
generations
– Greenwashing
Sustainability-Focused Corporate
• Integrate environmental issues
into strategic plans
– Trends:
▪ Shortage of raw materials
▪ Increased cost of energy
▪ Increased pollution levels
▪ Changing role of
governments
Balancing Social Responsibility and
Corporate Profitability (1 of 2)
• Developing ethical marketing
communications
– It is not always easy to draw a
clear line between normal
marketing practice and
unethical behavior
Balancing Social Responsibility and
Corporate Profitability (2 of 2)
• Managing customer privacy
– Does online data profiling go too far?
▪ Transparency concerns
▪ “Do Not Track” legislation
▪ General Data Protection Regulation
Discussion Questions (1 of 2)
• After H&M, Nike, and Adidas spoke out against the
use of cotton from the Xinjiang province of China
because of human rights violations against those
producing it, China called for a boycott of their
products.
– Consider the dilemma for these companies.
Should they maintain their position on human
rights abuse and risk losing sales in China or
overlook the situation to preserve sales and
profits?
Discussion Questions (2 of 2)
• The COVID-19 pandemic has highlighted differences
between rich and poor nations.
– Do companies producing COVID vaccines have a
social obligation to commit to selling some of their
product to poorer countries (potentially at a lower
price) or do they have an obligation to their
shareholders and employees to sell to those
countries that can pay more?
Copyright
This work is protected by United States copyright laws and is

provided solely for the use of instructors in teaching their
courses and assessing student learning. Dissemination or sale of
any part of this work (including on the World Wide Web) will
destroy the integrity of the work and is not permitted. The work
and materials from it should never be made available to students
except by instructors using the accompanying text in their
classes. All recipients of this work are expected to abide by these
restrictions and to honor the intended pedagogical purposes and
the needs of other instructors who rely on these materials.

Chapter 21

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chapter 21

Uploaded by

Copyright:

Available Formats

Marketing Management

This work is protected by United States copyright laws and is

You might also like