Though marketers are responsible for their marketing content, members of the CMA must abide the code. Here we'll be sharing our success stories, discussing community matters and issues that are relevant to our not-for-profit groups and local businesses. The only time Sammi doesn't play it safe is when she's writing. Implementation When it comes to implementing socially responsible marketing your company has to be fully devoted.
Something as simple as improving the levels of pollution that are created by a business in a community can be used as socially responsible marketing. Anything that improves the safety, welfare, or usability of an environment can be a way for a business to market itself. There are some standard ways that companies will do this today. Tangible rewards are always marketable. As long as someone benefits from the efforts that are being put forth by an organization, the efforts can be viewed as a means of being socially responsible.
Many businesses are willing to pledge money towards a certain charitable cause for every item that customers purchase. Yoplait yogurt, for example, runs an annual campaign for customers to send in pink foil lids so that money can be donated to breast cancer research. When this is done correctly, it can create an amazing experience for everyone involved. The only problem is that a poorly designed socially responsible marketing campaign like this can backfire dramatically.
It always boils down to the purpose of the donation. Is a company donating a static amount to a charity no matter how many units are sold? Do a specific amount of units need to be sold for a donation to even be eligible? Or does a business have a set amount they plan to donate and have a system in place to increase that donation if sales are higher than expected?
Whenever one for one rewards are used, customers want to see two things: But the core element of responsible marketing is truth. Sure, we need to romanticize our products and services somewhat to put them in their best light, but that is something that can be done truthfully, and not manipulatively. Their marketing truthfully but attractively presents the benefits to the prospect. Neither the product design quality nor the prices are compromised by the temptation to go cheap and appeal to a larger audience to expand volume at any cost.
They stick to their expressed mission of reducing, repairing, reusing, recycling and provide appropriate services. Their integrity is probably best displayed in their November advertising campaign: It sounds like reverse psychology, but they really meant it. HP wanted to make sure that the customer got the performance they were expecting so they designed the equipment to exceed performance expectation.
This ensured that the product met all expectations. They also designed equipment to meet some extreme usage situations. The products were built to last. One ad campaign chronicled real equipment recovered from actual — not staged — disastrous situations such as being dropped in a lake or from a plane.
After being dried and powered-up, the equipment still worked. However, organizations that consistently exhibit socially responsible tendencies may eventually gain a strong reputation that could pay dividends in the form of increased customer loyalty.
To search by phrase enclose terms in quotations marks. Marketing Code of Ethics. Characteristics of Modern Marketers. To see a full listing of all our tutorials click here or for a specific tutorial category click on a listed item below. Marketing Links The Marketing Links Collection contains hundreds of carefully selected marketing sites. Citation Social Responsibility in Marketing
Thus, socially responsible marketing draws attention to the “social costs” that are embedded in the marketing, selling and consumption of private commodities. It calls for a marketing system that contributes to social and environmental sustainability, while producing profits for businesses. Social responsibility means that individuals and companies have a duty to act in the best interests of their environments and society as a whole. Social responsibility, as it applies to business, is known as corporate social responsibility (CSR). Corporate responsibility goes hand in hand with socially responsible practices. For example, administrators, executives, and shareholders and stakeholders must practice ethical behaviors and join the community in promoting responsible marketing efforts.