NRS 135 San Diego City College Week2 Social Responsibility Paper Topic: Social Responsibility Your response should not exceed one and one half pages in a

NRS 135 San Diego City College Week2 Social Responsibility Paper Topic: Social Responsibility

Your response should not exceed one and one half pages in a Word doc, single-spaced.

Based on Chapter 4 and the Sustainability reading.

please answer the questions presented below– respond to each separately (numbered), completely and concisely.

What is corporate social responsibility? Why do you think it is being focused on in business classes these days?
Think of company’s responses to COVID-19 and describe a company you believe excels in social responsibility. Explain their behaviors that led you to this choice.
Why is ethics an important consideration in marketing decisions?
What types of trade-offs might a company have to make to be socially responsible and responsive to market demands? Give specific examples of what a company might need to trade-off in order to increase their social responsibility.
Do you believe that sustainability is a true strategy or merely fashionable? Please support your point of view.

You can find chapter four in this book link.

*PDF of the textbook:

https://www.nima.today/wp-content/uploads/2018/11/Marketing-Roger-A.-Kerin-Steven-W.-Hartley-And-William-Rudelius.pdf BA 370 Principles of Marketing
Week 1: Ch. 4 – Ethical and
Social Responsibility for
Sustainable Marketing
Professor: Kristine Ehrich, Ph.D.
Objectives for today
• Explain the difference between legal and ethical
behavior in marketing.
• Identify factors that influence ethical and unethical
marketing decisions.
• Describe the different concepts of social responsibility.
• Recognize unethical and socially irresponsible consumer
behavior.
©Kristine R. Ehrich, PhD
1
Ethical Responsibility
• Why Ethics?
• Do No Harm
• Foster Trust in the Marketing System
• Embrace Ethical Values
Consumer Bill of Rights -1962
Ethical Issues in Marketing
©Kristine R. Ehrich, PhD
2
Ethical Dilemmas
• What are your thoughts on selling something that can
be gotten for free?
• What do you think about marketing products that are
legal but have addictive properties associated with
them?
• As a marketer, would you approve of marketing
genetically modified food products? Why or why not?
• A marketing manager is offered inside information on
competitor’s marketing plan by a disgruntled employee
who is looking for a new job
Going Beyond
• Business must do more than what is legally required
• Friedman’s take – What did Milton Friedman say?
• Should companies be reactive or proactive?
• Role of top management
©Kristine R. Ehrich, PhD
3
Ethical? Legal?
Ethics deal with personal moral principles and
values
Laws are society’s values and standards that
are enforceable in courts
Ethical Dimension of Social Responsibility
• Responsibility to fulfill ethical obligations to
various stakeholders
– Which stakeholders are the most important?
•
•
•
•
•
©Kristine R. Ehrich, PhD
Consumers
Employees
Suppliers
Shareholders
Community
4
Corporate Responsibility
• Shareholder or Society
• Corporations owe certain ethical, financial and
social obligations to the community in which
they operate.
• “companies, like individuals, should strive to
be good citizens by contributing to the
community to a greater extent than is legally
required.” – E. Merrick Dodd 1932
Sustainability: Moving from “why” to
“how”
• “Over the past 10 years, a lot has changed, and
in some ways not enough has changed,” “…the
conversation used to be about ‘why is
[sustainability] really important?’ and … now
we’ve moved on to the ‘how’.”
• Companies now know why they should move
towards sustainability, but rarely know what to
do to get there
©Kristine R. Ehrich, PhD
5
Sustainability Strategy
• Starting out with a grand vision – 100% renewable
energy, or zero waste to landfill – can quickly lead to
being adrift without a plan of action
• Plucking the often-harvested low-hanging fruit –
energy and water efficiency, in-office recycling,
reducing landfill waste – but having no grand strategy
for how to get to the higher branches can also result
in disappointment
• Tie compensation to sustainability – a way for
leadership to send a message that the environment
matters to us as a company
Long Term Plans
• Sustainability strategy must extend to leaders below
the top spot
• Critical to sustaining the organization for the long
term and maintaining shareholder value
• Sustainability is by default a long term issue and
requires long term plans
• Social and environmental issues come up in nearly
every role and every department, and every
employee can do something, whether it’s starting a
recycling program or drawing up a corporate
sustainability policy
©Kristine R. Ehrich, PhD
6
Social Responsibility
Impact on Society’s Well-Being
§ Global brands are expected to address social problems
regarding what they sell and how they conduct business
§ They are also expected to conduct themselves to a higher
standard than local competitors
Global Brands = Global Citizens
§ Global brands must give back and participate in making
the world a better place – not just sell products and
produce ads
§ Their social responsibility efforts must show that these
companies have utilized their resources to truly benefit
society
A long term perspective sees the value of the social responsibility
efforts – they build goodwill and solidify a brand’s global position, and
put the brand in the future consideration sets of
potential customers.
Nike’s Experience
Initially, Blindsided by the Protests Against Their Production
Standards & Facilities
§ They were not operating any differently than anyone else
§ Their production facilities were not in violation of any local laws
or policies
However, that is not the point
§ Nike is a global company, producing & marketing products in
many countries around the world
§ As a global producer, the standards in Indonesia are now
compared to the standards in the U.S., not just in Indonesia
If the standards of your facilities in
foreign countries are not equal to the
standards of a facility you would
construct next to your headquarters,
you have failed. Fix it, or get out.
©Kristine R. Ehrich, PhD
7
Corporate Social Responsibility
Green Marketing
• Green Marketing – marketing efforts that
promote the environmentally conscious
production process of a product and the product
itself.
• Walmart encourages its suppliers to use
environmentally friendly packaging
• 3M encourages employees to submit suggestions on
how to reduce pollution
• Not to be confused with “greenwashing” – making
an unsubstantiated or misleading claim about
environmental benefits of product/service
©Kristine R. Ehrich, PhD
8
Understanding Competitive Advantage
• Patagonia has built its reputation on
being environmentally friendly
• Click here for an ad featuring Yvon Chouinard, the
owner of Patagonia
• Is being “green” a competitive advantage for Patagonia?
• Mission Statement: Build the best product, cause no
unnecessary harm, use business to inspire and
implement solutions to the environmental crisis
Why would being environmentally
friendly be of value to Patagonia?
What is happening in the green market?
©Kristine R. Ehrich, PhD
9
Dove: Campaign for Real Beauty
Creatied a campaign around positive social impact rather
than around promoting a product
©Kristine R. Ehrich, PhD
10

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