logging in or signing up marketing ethics and csr umaraniya_07 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 359 Category: Education License: Some Rights Reserved Like it (1) Dislike it (0) Added: January 27, 2011 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: shrutidhanesh (9 month(s) ago) Hey its an wonderfull & full-fledged presentation.. m in need of it plz can i hve it??? plz cn u do me a favor by mailing me dis ppt on shrutihindlekar3@gmail.com plz, its an request.. :) Saving..... Post Reply Close Saving..... Edit Comment Close By: umaraniya_07 (13 month(s) ago) Ya sure Tedar, pls provide your email id. I'll mail u soon. Saving..... Post Reply Close Saving..... Edit Comment Close By: RANJITH SHENOY (14 month(s) ago) It's fantastic.... Saving..... Post Reply Close Saving..... Edit Comment Close By: RANJITH SHENOY (14 month(s) ago) It's fantastic.... Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Marketing Ethics andSocial Responsibility : Marketing Ethics andSocial Responsibility Prepared by: Gokul Umaraniya Rajan Chauhan Prashant Chauhan Viral Parmar Guided by: Prof. Niyati Upadhyay Marketing Ethics : Marketing Ethics Marketing ethics is the area or applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some area of marketing ethics cover a part of media ethics. Two principles which guide companies and marketing managers on issues of ethics: Free market and legal system Social Conscience 1. Free market and legal system : 1. Free market and legal system Under this principle, companies and their managers are not responsible for making moral judgments. 2. Social Conscience Under this principle, companies and their managers should apply high standard of ethics and morality when making corporate decisions. Some morally difficult situations in marketing : Some morally difficult situations in marketing Suppose your R & D department has changed one of your product slightly and want to launch it in market as new and improved product only to rise the sales. What would you do? Suppose your product is cigarette and your ad-maker select a 12 year old boy to advertise your product, just to increase the number of customers. What would you do? Social Criticisms of Marketing : Social Criticisms of Marketing Social critics claim that marketing practices hurt individual consumers, Society as a whole and other business firms. Impact of Marketing: Marketing impact on Individual consumers Marketing impact on Society as a whole Marketing impact on Other businesses Marketing impact on Individual Consumers : Marketing impact on Individual Consumers High Prices due to: High cost of distribution High advertising and promotion cost Excessive markups Misleading Practices High Pressure selling Harmful or Unsafe products Poor service to disadvantaged consumers 2. Marketing impact on Society as a whole : 2. Marketing impact on Society as a whole False wants and too much materialism Too few social goods Cultural pollution Too much political power 3. Marketing impact on Other businesses : 3. Marketing impact on Other businesses Acquisition of competitors Creates barriers to entry Unfair competitive marketing practices Citizen and public actionsto regulate Marketing : Citizen and public actionsto regulate Marketing Some movements have risen from time to time to keep business in line because some people view business as the cause of many economic and social ills. The two major movements have been: Consumerism Environmentalism Continued….. 1. Consumerism : 1. Consumerism Consumerism is an organized movement of citizens and government agencies to improve the rights and powers of buyers in relation to sellers. Continued… And if the Consumer cares ….Companies care Traditional buyers’ rights: The right to not to buy a product offered for sale. The right to expect product to be safe. The right to expect the product to perform as claimed. Slide 11: Additional buyers’ rights: The right to be well informed about the important aspect of product The right to be protected against questionable products and marketing practices Consumers have not only the right but also the responsibility to protect themselves instead of leaving this function to someone else. Consumers who believe they got a bad deal can contact company, media or consumer forums. Slide 12: Traditional sellers’ rights: The right to introduce any product in any size and style, provided it is not hazardous to personal health or safety; or if it is , to include proper warnings and controls. The right to charge any price of the product, provided no discrimination exists among similar kinds of buyers. The right to spend any amount to promote the product, provided it is not defined as unfair competition. Continued….. Slide 13: The right to use any product message, provided it is not dishonest and misleading in content or execution. The right to use any buying incentive programs, provided they are not unfair or misleading. 2. Environmentalism : 2. Environmentalism Environmentalism is an organized movement of concerned citizens, businesses and government agencies to protect and improve people’s living environment. Most of the companies have responded with “Green Marketing” programs. Eco- consciousness has become mainstream Slide 15: Companies are developing ecologically safer products, recyclable and biodegradable packaging, better pollution controls and more energy efficient operations. Customer Value for Products with Environmental Benefit: : Customer Value for Products with Environmental Benefit: Over the next decade customers believe that the value for products with environmental benefits will go up, further proof of the long-term need for environmental benefits in products. Environmental Benefits Survey- April 2010 Business Actions toward Socially Responsible Marketing : Business Actions toward Socially Responsible Marketing At first many companies opposed consumerism and environmentalism. They thought that the criticism were either unfair or unimportant. But by now, many of the companies have responded positively to them as a way to create greater customer value and strengthen customer relationships. Enlightened marketing: A marketing philosophy holding that a company’s marketing should support the best long run performance of the marketing system. Slide 18: Consumer-oriented Marketing: The philosophy of enlightened marketing that holds that the company should view and organize its marketing activities from the consumer’s point of view. Customer-value Marketing: Thi principle holds that a company should put most of its resources into customer value building marketing investment. Five principles of Enlightened Marketing Continued….. Slide 19: Innovative Marketing: This principle requires that a company seek real product and marketing improvements. Sense-of-mission Marketing: This principle holds that a company should define its mission in broad social terms rather than narrow product terms. Societal Marketing: This principle holds that a company should make marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long run interests and society’s long run interests. Slide 20: ? Any Question? Slide 21: Thank You You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
marketing ethics and csr umaraniya_07 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 359 Category: Education License: Some Rights Reserved Like it (1) Dislike it (0) Added: January 27, 2011 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: shrutidhanesh (9 month(s) ago) Hey its an wonderfull & full-fledged presentation.. m in need of it plz can i hve it??? plz cn u do me a favor by mailing me dis ppt on shrutihindlekar3@gmail.com plz, its an request.. :) Saving..... Post Reply Close Saving..... Edit Comment Close By: umaraniya_07 (13 month(s) ago) Ya sure Tedar, pls provide your email id. I'll mail u soon. Saving..... Post Reply Close Saving..... Edit Comment Close By: RANJITH SHENOY (14 month(s) ago) It's fantastic.... Saving..... Post Reply Close Saving..... Edit Comment Close By: RANJITH SHENOY (14 month(s) ago) It's fantastic.... Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Marketing Ethics andSocial Responsibility : Marketing Ethics andSocial Responsibility Prepared by: Gokul Umaraniya Rajan Chauhan Prashant Chauhan Viral Parmar Guided by: Prof. Niyati Upadhyay Marketing Ethics : Marketing Ethics Marketing ethics is the area or applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some area of marketing ethics cover a part of media ethics. Two principles which guide companies and marketing managers on issues of ethics: Free market and legal system Social Conscience 1. Free market and legal system : 1. Free market and legal system Under this principle, companies and their managers are not responsible for making moral judgments. 2. Social Conscience Under this principle, companies and their managers should apply high standard of ethics and morality when making corporate decisions. Some morally difficult situations in marketing : Some morally difficult situations in marketing Suppose your R & D department has changed one of your product slightly and want to launch it in market as new and improved product only to rise the sales. What would you do? Suppose your product is cigarette and your ad-maker select a 12 year old boy to advertise your product, just to increase the number of customers. What would you do? Social Criticisms of Marketing : Social Criticisms of Marketing Social critics claim that marketing practices hurt individual consumers, Society as a whole and other business firms. Impact of Marketing: Marketing impact on Individual consumers Marketing impact on Society as a whole Marketing impact on Other businesses Marketing impact on Individual Consumers : Marketing impact on Individual Consumers High Prices due to: High cost of distribution High advertising and promotion cost Excessive markups Misleading Practices High Pressure selling Harmful or Unsafe products Poor service to disadvantaged consumers 2. Marketing impact on Society as a whole : 2. Marketing impact on Society as a whole False wants and too much materialism Too few social goods Cultural pollution Too much political power 3. Marketing impact on Other businesses : 3. Marketing impact on Other businesses Acquisition of competitors Creates barriers to entry Unfair competitive marketing practices Citizen and public actionsto regulate Marketing : Citizen and public actionsto regulate Marketing Some movements have risen from time to time to keep business in line because some people view business as the cause of many economic and social ills. The two major movements have been: Consumerism Environmentalism Continued….. 1. Consumerism : 1. Consumerism Consumerism is an organized movement of citizens and government agencies to improve the rights and powers of buyers in relation to sellers. Continued… And if the Consumer cares ….Companies care Traditional buyers’ rights: The right to not to buy a product offered for sale. The right to expect product to be safe. The right to expect the product to perform as claimed. Slide 11: Additional buyers’ rights: The right to be well informed about the important aspect of product The right to be protected against questionable products and marketing practices Consumers have not only the right but also the responsibility to protect themselves instead of leaving this function to someone else. Consumers who believe they got a bad deal can contact company, media or consumer forums. Slide 12: Traditional sellers’ rights: The right to introduce any product in any size and style, provided it is not hazardous to personal health or safety; or if it is , to include proper warnings and controls. The right to charge any price of the product, provided no discrimination exists among similar kinds of buyers. The right to spend any amount to promote the product, provided it is not defined as unfair competition. Continued….. Slide 13: The right to use any product message, provided it is not dishonest and misleading in content or execution. The right to use any buying incentive programs, provided they are not unfair or misleading. 2. Environmentalism : 2. Environmentalism Environmentalism is an organized movement of concerned citizens, businesses and government agencies to protect and improve people’s living environment. Most of the companies have responded with “Green Marketing” programs. Eco- consciousness has become mainstream Slide 15: Companies are developing ecologically safer products, recyclable and biodegradable packaging, better pollution controls and more energy efficient operations. Customer Value for Products with Environmental Benefit: : Customer Value for Products with Environmental Benefit: Over the next decade customers believe that the value for products with environmental benefits will go up, further proof of the long-term need for environmental benefits in products. Environmental Benefits Survey- April 2010 Business Actions toward Socially Responsible Marketing : Business Actions toward Socially Responsible Marketing At first many companies opposed consumerism and environmentalism. They thought that the criticism were either unfair or unimportant. But by now, many of the companies have responded positively to them as a way to create greater customer value and strengthen customer relationships. Enlightened marketing: A marketing philosophy holding that a company’s marketing should support the best long run performance of the marketing system. Slide 18: Consumer-oriented Marketing: The philosophy of enlightened marketing that holds that the company should view and organize its marketing activities from the consumer’s point of view. Customer-value Marketing: Thi principle holds that a company should put most of its resources into customer value building marketing investment. Five principles of Enlightened Marketing Continued….. Slide 19: Innovative Marketing: This principle requires that a company seek real product and marketing improvements. Sense-of-mission Marketing: This principle holds that a company should define its mission in broad social terms rather than narrow product terms. Societal Marketing: This principle holds that a company should make marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long run interests and society’s long run interests. Slide 20: ? Any Question? Slide 21: Thank You