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Prepared by Deborah Baker Texas Christian University

3. Social Responsibility, Ethics, and the Marketing Environment. Prepared by Deborah Baker Texas Christian University. Learning Objectives. Discuss corporate social responsibility Describe the role of ethics and ethical decisions in business

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Prepared by Deborah Baker Texas Christian University

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  1. 3 Social Responsibility, Ethics, and the Marketing Environment Prepared by Deborah Baker Texas Christian University

  2. Learning Objectives • Discuss corporate social responsibility • Describe the role of ethics and ethical decisions in business • Discuss the external environment of marketing, and explain how it affects a firm

  3. Learning Objectives (continued) • Describe the social factors that affect marketing • Explain the importance to marketing managers of current demographic trends • Explain the importance to marketing managers of multiculturalism and growing ethnic markets

  4. Learning Objectives (continued) • Identify consumer and market reactions to the state of the economy • Identify the impact of technology on a firm • Discuss the political and legal environment of marketing • Explain the basics of foreign and domestic competition

  5. Philanthropic Be a good citizen. Ethical Do what is right. Legal Obey the Law. Economic Be profitable. Corporate Social Responsibility On Line http://www.hp.com 1

  6. Ethics The moral principles or values that generally govern the conduct of an individual. Morals The rules people develop as a result of cultural values and norms. Ethics and Morals 2

  7. Preconventional Morality More Selfish Conventional Morality Postconventional Morality More Mature Ethical Development Levels 2

  8. Extent of Problems Top Management Actions Potential Consequences Social Consensus Probability of Harm Number Affected Time Until Consequences Ethical Decision Making 2

  9. External Environment (uncontrollable) Social Change Internal (within the organization) Demographics Ever-Changing Marketplace Marketing mix Product Distribution Promotion Price Economic Conditions Competition Target Market Political & Legal Factors Technology Environmental Scanning External Marketing Environment 3

  10. External Environmental Factors Social Demographic Economic Technologic Political and Legal Competitive External Marketing Environment 3

  11. Social Factors Values Attitudes Lifestyle Social Factors 4

  12. Demography Age Location Race and Ethnicity Demographic Factors 5

  13. Economic Areas of Concern to Marketers Distribution of Consumer Income Recession Inflation Economic Factors 7

  14. Basic Research Applied Research TechnologyAdvances MarketingMix Impact of Technology 8

  15. Federal Legislation • Sherman Act • Clayton Act • Federal Trade Commission Act • Celler-Kefauver Antimerger Act • Hart-Scott-Rodino Act Regulate competitive environment Robinson-Patman Act Regulate pricing practices Wheeler-Lea Act Controlfalse advertising 9

  16. Consumer Product Safety Commission • Federal Trade Commission • Food & Drug Administration Regulatory Agencies On Line http://www.ftc.gov 9

  17. How many competitors? How big are competitors? How interdependent isthe industry? Control Competitive Factors 10

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