Introduction to Marketing and Strategy Planning
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Introduction to Marketing and Strategy Planning
Sample Syllabus
Sample Lesson
    1. Introduction to Marketing and Strategy Planning
    2. Introduction and Objectives
    3. Lesson Road Map
    4. What is Marketing?
    5. Importance of Customer Satisfaction
    6. The Marketing Concept and Marketing Orientation
    7. Elements of Customer-Driven Marketing Strategy
    8. Four Ps of a Marketing Mix
    9. Competitive Advantage and Differentiation
    10. Social Responsibility and Marketing Ethics
    11. Concluding Remarks
    12. Activities

Social Responsibility and Marketing Ethics

In the process of satisfying consumers’ needs to achieve company objectives, there may be some negative effects of this activity on society—that is, what may be "good" for some consumers may not be good for society as a whole.

For example, many people want the convenience of products in disposable packaging, but this may lead to pollution of the environment and inefficient use of natural resources. Therefore, marketers should be concerned with social responsibility—a firm's obligation to improve its positive effects on society and reduce its negative effects.

However, social responsibility sometimes requires difficult trade-offs such as cutting into a firm's profits. Marketers need to balance consumer, company, and social interests.

Today’s customers expect companies to deliver value in a socially and environmentally responsible way. Therefore, the business practices need to be conducted in a fair and honest manner and uphold high standards of marketing ethics that everyone in the firm should follow.