Responsible Business Marketing (Sustainibility and Green Marketing (A…
Responsible Business Marketing
What is responsible marketing
Corporate Social Responsibility - Companies can be conscious of the kind of impact they are having on all aspects of society including economic, social, and environmental.
If a company does it can benefit their branding. Exxamples.
The Body Shop in Animal Rights
Gap with Sweatshops
Cadburys with local area help in developing countries
3 Main Attitudes to CSR.
Companies that do the legal minimum in terms of compliance.
Companies that realise that enthusiastic adoption of CSR principles is important for the sake of their reputation but whose heart is not committed to the concept.
Companies genuinely commited to CSR and in which it is a key factor in all major decisions.
4 Philosophies of social responsiveness by companies (Archie Carrol 1979
Defence - Company admits responsibility but fights it
Acccomodation - The corporation accepts responsibility
Reaction - Company that denies any responsibility
Proaction - The company seeks to go beyond industry norms and anticipates future expectations.
Why should it be done
Issues in Responsible Marketing
Sustainability - Balancing economic, ecological, and social goals and consequences (Elkington, 1998)
Goals of Sustainability.
Role of Government Regulation
They have several instruments at its disposal to influence business behaviou. They involve regulation and legislation to ensure that something is done or prevent it being done. This can take place at regional levels or national level or local government level
It can also be done vice versa, comapnies can have influencing tatics. (party financing, employing ex MPs.
Sustainibility and Green Marketing
Green marketing has been the result of a combination of factors.
Government Bodies are forcing firms to become more environmentally responsible
Firms recognise their obligations to be more environmentally responsible.
Firms see environmental marketing as an opportunity to differentiate themselves in the market.
Competitors environmental activites pressurise firms to improve their envoronmental marketing activities.
Cost factors concerned with material usage or waste disposal lead firms to modify their activities.
What is Green MArketing:Green marketing refers to the process of selling products and/or services based on their environmental benefits.
Green MArketing Process (Peattie, 1992)
Stakeholder Involvement requires
Research and Montiroing
Mesurements could be (Environmental Scoping Reviews, Environmental IMpact Assessments, Environmental Infomration Systems, Risk Analysis)
A Green Marketing Strategy needs to be:
Green products, Green Packaging, Green Promotion and Green Pricing
Fair Trade and Marketing
Fair Trade - Trade between companies in developed countries and producers in developing countries in which fair prices are paid to the producers.
The Changing trade patterns of the world features.
The increasing globalisation of corporate activity
The redrawing of the world trade map
The uneven distribution of the fruits of trade.
Kinnocks Benchmarks for Successful Trading System