Ch.3 Ethics, Sustainability & Social Marketing

Question 0

Milton Friedman

Answer 0

Ethics= protect shareholder value

Question 1

Ethical issues in mark

Answer 1

Unhealthy (cigarettes)
Don’t respect privacy (face)
Environment (Kleenex)
Problem when is unethical but legal

Question 2

Mark criticisms

Answer 2

High price: too match mark up in boxing week
Deceptive practices: misleading labels, price from factory (invoice)
Materialism: create needs specially luxury (WOWS/diamonds)
Planned obsolescence: techno industry
Discrimination to disadvantaged consumers- redlining vs reverse redlining
Cultural pollution
Stereotypical-science 4 girls
Unsafe products- cars

Question 3

Consumer rights

Answer 3

Education, information
Be heard, redress vs damage
Choose, be safe

Question 4

Future focused mark grid

Answer 4

Marketing concept ( PNB/PNC)
Strategic planning concept (FNB/PNC)
Societal (PNB/FNC)
Sustainable marketing concept (FNB/FNC )

Question 5

Ralph Nader

Answer 5

Orgs have social obligations (BIG)

Question 6

CSR

Answer 6

Go beyond what you must, keep always in mind your image & benefits from it
Do well by doing good

Green mark: environment sensitive
Cause related: entre mejor me vaya, mas doy- malo si gastas mas en decir lo q haces q en hacer lo
Benefit from societal responsibility: goodWOM

Question 7

Social mark

Answer 7

Usually by gvmnt & non profits
Ex: Australia don’t drink & drive
Behavioural change 4 social good

Question 8

Sustainable mark

Answer 8

Expensive 
Innovative
Sense of mission
Normally environment trend
 Ex investment in clean energy

Question 9

Societal mark

Answer 9

Cuesta menos que sustainable

Ex: dove