...RESPONSIBLE MARKETING Responsible Marketing Customer Inserts His/Her Name Customer Inserts Grade/Course Customer Inserts Tutor’s Name 04, 10, 2012 Abstract Corporate or companies have been for long held responsibly whenever they interfere with the social norms during their production activities. Ethicists have for long been criticizing corporate to ensure that they care about the integrity of the society. Present researches have concentrated most on the results of corporate socially responsibility. This study empirically examines the way responsible marketing contributes to an increase in the costs of operations of a corporate. The results of the study are suggesting that companies cost of operations will continue to increase as long as they continue to invest in responsible marketing practices. Table of Content Abstract 1.0 Introduction 1.1 Background of the Problem 1.2 Statement of the Problem 1.3 Purpose of the study 1.4 Research Questions 1.5 Significance of the study 1.6 Assumptions of the study 1.7 Limitations and delimitations 2.0. Review of Literature 3.0 Methodology 3.1 Methods of data collection and analysis 3.2 Validity of data instruments 3.3 Reliability of data instruments 3.4 Generalisability 3.5 Ethical considerations 4.0. Results 5.0. Discussion 6.0. Conclusion and recommendations 6.1 Conclusion 6.2 Recommendations References Appendices List of Table Table 4. 1: A table showing why companies are increasing their investments...
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...constraints and limitations under which marketers operate. In this assignment I will discuss legal and voluntary limitations and constraints for marketers. The legal limitations and constraints on marketers There are many legal limitations and constraints on marketers, these are: The sale of goods act 1979, The consumer protection – distant selling – regulation, The data protection act 1998, The consumer credit act 1974 + 2006 and The consumer protection from unfair trading regulation 2008. The Sale of goods Act 1979 - The sale of goods act is an act enforced by the United Kingdom’s parliament. The act regulates the English and commercial law in respect of goods that are bought and sold in England. Marketers must be conscious that their products match descriptions and pictures when selling online or designing packaging, if it doesn’t consumers could sue the company they work for or sue them which would either result in disciplinary action or a dismissal P45. The goods sold must be of good quality and in good working order. Marketers must let customers know of any defect prior to the selling of the product. These goods must also be fit for purpose, should an event occur where a product was not fit for purpose (such as a waterproof jacket that isn’t waterproof) through no fault of the customer, a full refund must be issued. Since 1979 the act has been modified, the 2003 act says that should a customer find fault with a product sold they are entitled to a full refund...
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...MARKETING 1 LEARNING OBJECTIVES After reading this module, students should: Know why marketing is important Know what is the scope of marketing Know some of the fundamental marketing concepts Know how marketing management has changed Know what are the necessary tasks for successful marketing management Know scope and importance of marketing Know what are the recent trends of marketing Know what are the different levels of market segmentation Know how a company can divide a market into segments Know how a company should choose the most attractive target markets Know what marketing mixes are. SUMMARY From a managerial point of view, marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holders. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketers are skilled at managing demand: They seek to influence the level, timing, and composition of demand. Marketers are involved in marketing many types of entities: goods, services, events, experiences, persons, places, properties, organizations, information, and ideas. They also operate in four different marketplaces: consumer, business, global, and nonprofit. Marketing is not done only by the...
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...Consumer Buying Behaviour: Implications of Consumer Attitudes for Marketers in the Context of UK Food Retail Sector Word Count: 3006 Consumers are the center of every business’s attention. It is essential for every marketer to know about the needs and wants of the consumers. To know that, it is necessary to know how consumers make decisions regarding the purchase of products and services. The following essay throws light on consumer behaviour and its implications for marketers in the context of the UK food retail sector. Consumer buying behaviour is a process through which the consumers make decisions regarding how they spend their resources on items they need or want. These resources include time, money and effort (Sharma, 2006). Solomon (2010) is of the view that consumer buying behaviour is a process which the consumers go through when evaluating, purchasing and disposing of goods and services. According to Johan, Johan and Anneki (2007:38): “Consumer behaviour comprises the behaviour patterns of decision units (individuals as well as families) which precede, determine and follow on the decision-making process for the acquisition of need –satisfying products, ideas and services” The future behaviour of the consumers can be predicted by analyzing their current buying and consumption patterns (Kotler, 2008). The study of consumer behaviour not only takes internal factors into account but also the external factors which are responsible for influencing...
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...Topic: Effects of Package Design on Consumer Expectations of Food Product Healthiness 1.0 Introduction During the last decades in food consumption have been observed several trends that have to do with changes in social and economic environment as well as in lifestyle. The working patterns, the increased employment of women, the lack of time, the income growth and several other factors led to the trend for fast food, convenience foods and food out of home (Petzoldt, Joiko & Menrad 2008). But the same time for many decades now, the citizens of Western developed countries have moved away from primary production and they procure the necessary food from supermarkets grocery stores and various kinds of large and small food stores, in small or large cities where they live. Thus urbanization has resulted in increased consumption of packaged and processed food; consumers are now seeking their food in packages on the shelves of food stores. Packaged foods have the largest market share of food in developed countries and there is a trend for big increase in their market share in developing countries as the income of consumers increases (USDA 2011). The distance between the production of raw material and food consumption, as well as the various food crises that have arisen recently, has made consumers to feel more or less insecure and suspicious for what they eat. This fact and the recommendations of scientists and nutrition experts have led to a new trend in food consumption...
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...a marketing concept that holds that a company should make marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests. The social marketing concept holds that the organization’s task is to determine the needs, wants, and interests of a target market and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being. Therefore, marketers must endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole. [1][2] It is closely linked with the principles of corporate social responsibility and of sustainable development. Contents [hide] * 1Objectives * 2History * 3Instruments * 4Examples of societal marketing * 5Societal Marketing and Social Marketing * 6Societal Marketing and Corporate Social Responsibility (CSR) * 7Branding in Societal Marketing * 8Criticism * 9References * 10See also * 11References ------------------------------------------------- Objectives[edit] Various attempts to define the objectives of societal marketing have been noted[3], such as : * "Social responsibility implies that a business decision maker... is obliged to take actions that also protect and enhance society's interests. * "Business has the responsibility to help [the consumer] .... It is the duty of business to...
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...Option B: Should marketers be responsible for the way their products are used by consumers? Discuss using the beer category as an example. Corporate Social Responsibility should be the first priority of marketers when promoting goods that can and may become harmful to their consumers. The World Business Council for Sustainable Development defines CSR as “the continuing commitment by business to contribute to economic development, while improving the quality of life of the workforce and their families as well as of the community and society at large.", or simply “the ethical behavior of a company toward society.” (Meeting Changing Expectations ( http://www.wbcsd.ch). Marketing is essentially getting the products out there visible to their target market so they can be purchased. Marketing can also be defined as preparing potential customers to become your customers; it is not selling; it is the preparation work to selling. Whatever your definitions, CSR and Marketing has a serious impact on the corporate’s development and both are used to build a very good image in each corporation as well as the driving forces behind the company’s profits. To answer the question, I will focus mainly on the Alcohol Companies, specifically Mike’s Hard Lemonade, who will from this moment be referred to as MHL So who are the targets for MHL? Jack is 28 year old male who steps out of his Ford F-250 in his checkered shirt and his favorite blue jeans. Greeted by his golden retriever...
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...environment; demographics. Introduction Consider what the word ‘marketing’ means to you. You may imagine it to be the title of a department within an organisation or a particular activity that can be undertaken by people, government departments and organisations. There are, in fact, three major ways in which marketing can be perceived, and we start this chapter by defining each of them. As an activity, marketing is possible only where there is a market and we will identify the conditions necessary for the existence of a market later in this chapter. Over the years there have been significant developments in the way marketing is used by firms. In this chapter, we will introduce the branches of marketing that have developed to address the needs of particular groups of marketers. We will also draw your attention to the ways in which marketing can help to develop a firm’s orientation towards the marketplace. Such an orientation can affect the very functioning of an organisation – from the way it develops its products to the way it sells them. We end the chapter by looking at the impact of ethics and social responsibility on marketers. Learning outcomes By the end of this chapter you should be able to: • identify the major differences between the various types of orientation a firm may have • explain the situations in which each may be most appropriate and effective • distinguish between needs and wants • distinguish between social responsibility and ethics • understand...
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...4-1-2007 Ethical Marketing Controversial Products and Promotional Practices Jared D. Cohen Follow this and additional works at: http://surface.syr.edu/honors_capstone Part of the Management Sciences and Quantitative Methods Commons, and the Marketing Commons Recommended Citation Cohen, Jared D., "Ethical Marketing Controversial Products and Promotional Practices" (2007). Syracuse University Honors Program Capstone Projects. Paper 596. This Honors Capstone Project is brought to you for free and open access by the Syracuse University Honors Program Capstone Projects at SURFACE. It has been accepted for inclusion in Syracuse University Honors Program Capstone Projects by an authorized administrator of SURFACE. For more information, please contact surface@syr.edu. Abstract In the field of business ethics, there has been much written and discussed about ethical matters in areas where there is a distinct right and wrong, but relatively little written about how to make decisions when the ethical issue isn’t as black and white. When marketing a product, it is one’s hope that ethical issues are typically not inherent to the marketer; however, when one has the unenviable task of marketing a controversial product, it becomes a true question of “grayarea” ethics that makes marketing decisions more difficult to make. Companies depend on marketing, as it is the one higher-level areas of corporate function that results in the sales of the actual product. In this particular situation, it becomes...
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... | |Marketing is the heart of all businesses and all other functions depend upon the same for keeping the business moving. It is one business | |function that interacts the most with markets, in fact markets are meant to sell and they exist only when they sell! In such a scenario there| |are bound to be multiple players and a clash is inevitable. Such clash leads to malpractices like hoarding, price competitions, brand wars | |and use of unfair tactics, which is precisely where marketing ethics come into play. | |It is important when addressing marketing ethics to recognize that it should be examined from an individual, organizational, and societal | |perspective. Examining marketing ethics from a broader issue perspective provides foundational background that provides a complete | |understanding of the domain of marketing ethics | |This...
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...important? Sustainable marketing is “socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.” Businesses prosper from day to day by determining the current needs and wants of their target group customers and by fulfilling those needs and wants more effectively and efficiently as their competitors can. This is recognized by the marketing concept, along with focusing on meeting the company’s short-term sales, growth, and profit needs by giving the company’s customers what they want when they want it. Satisfying consumers' immediate needs and desires isn’t always in the best interests of either customers or the business. For example, a company may start out with an idea that satisfies what its customers are asking for, for it in turn cause its customers to believe the company is causing more harm to their health, the environment, or any other causes. This in turn can cause a loss in the company’s profits forcing the company to develop another strategy for running its business. The societal marketing concept takes into account the future welfare of its consumers and the strategic planning concept considers the company's future needs, the sustainable marketing concept considers both the consumers and company’s future welfare; this calls for socially and environmentally responsible actions that meet both the immediate and the future needs of customers...
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...have attempted in many ways to educate organizations to flourish green activities. In our term paper there has been little attempt to academically examine environmental or green marketing. It introduces the terms and concepts of green marketing, briefly discusses why going green is important and also examines some of the reasons that organizations are adopting a green marketing philosophy. It also focuses on some of the problems with green marketing. Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental Marketing" appear frequently in the popular press. Bangladesh is a developing country going through transition within consumers, product and service industries. Due to increased educational opportunity throughout the country people now are more conscious about the less environment friendly products and continuously pushing forward product quality and its environmental...
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...OBJECTIVES In this chapter, we will address the following questions: 1. What are the different levels of market segmentation? 2. In what ways can a company divide a market into segments? 3. What are the requirements for effective segmentation? 4. How should business markets be segmented? 5. How should a company choose the most attractive target markets? CHAPTER SUMMARY 1. Target marketing includes three activities: market segmentation, market targeting, and market positioning. Market segments are large, identifiable groups within a market. 2. Two bases for segmenting consumer markets are consumer characteristics and consumer responses. The major segmentation variables for consumer markets are geographic, demographic, psychographic, and behavioral. Marketers use them singly or in combination. 3. Business marketers use all these variables along with operating variables, purchasing approaches, and situational factors. 4. To be useful, market segments must be measurable, substantial, accessible, differentiable, and actionable. 5. We can target markets at four main levels: mass, multiple segments, single (or niche) segment, and individuals. 6. A mass market targeting approach is adopted only by the biggest companies. Many companies target multiple segments defined in various ways such as various demographic groups who seek the same product benefit. 7. A niche is a more narrowly defined group. Globalization and the Internet have made niche marketing more feasible to many...
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...Marketing environment Definition The factors or forces which influence on the marketing activities of any product is called marketing environment. Different writers, professors, and scholars have defined marketing environment in different ways. Some important definitions of marketing environment are given below: 1. According to Philip Kotler & Gary Armstrong,” A company’s marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers”. 2. According to Holloway & Hancock,” Marketing environment is the some total of all factors and conditions that act on organism or communities of organism including man”. At last from the above definitions, we can conclude that, for marketing any product, the controllable or uncontrollable factors or forces and entities which are helping or creating obstacles are called marketing environment. The marketing environment consists of a microenvironment and a macroenvironment. • Micro Environment: The actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. The microenvironment includes all the actors close to the company that affect, positively or negatively, its ability to create value for and relationships with its customers. • Macro Environment: The larger societal forces that affect the microenvironment—demographic...
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...longer merely responsible about local Labor issues, pollution control, or energy efficiency. The consumers of today are more conscious about protecting the environment they are enlightened consumers and are known as green consumers. The success of the companies practicing green marketing has drawn the attention of the corporate, policy makers and most importantly the consumers. Green marketing is environment friendly sustainable and socially responsible marketing. Broadly green marketing involves developing the good quality products which can meet consumer needs and wants by focusing on the quality, performance, pricing and convenience in an environmental friendly way. Meaning of green marketing: Green marketing refers to the process of selling products and or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and or packaged in an environmentally friendly way. The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product. Definition of green marketing: According to the American Marketing Association, green marketing is the marketing of products that are presumed...
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