Lecture 10 - Social and Ethical Strategies Flashcards
1
Q
What is social responsiblity?
A
An organisation’s obligation to maximise its positive impacts on society while minimising its negative impacts.
2
Q
What are ethics?
A
The moral principles and values that govern the way an individual or group conducts its activities.
3
Q
What is social marketing?
A
- Is the application of marketing principles and practices to help with the resolution of public health and social problems.
- Involves the use of marketing to help public policy-makers, and change public behaviours and practices considered to be harmful to health and societal well-being.
4
Q
Ethical issues associated with marketing practice
A
- Positioning research
- Product research
- Packaging and labelling research
- Pricing research
- Promotion research
- Sales and channel management research
5
Q
Positioning research
A
- Making socially undesirable products more desirable.
- Positioning on questionable benefits.
6
Q
Product Research
A
- Marketing unsafe products
- Product testing: On animals or insufficient testing to reveal safety concerns.
- Marketing socially controversial products.
7
Q
Packaging and labelling research
A
- Actual versus apparent size
- Misleading or inadequate information.
- Excessive or environmentally-unfriendly packaging.
8
Q
Pricing research
A
- Collusion with competitors.
- Negative option billing
- Prejudice in negotiated prices.
- Price discrimination.
9
Q
Promotion Research
A
- Sex role stereotyping
- De-humanising images and portraying people as products.
- Bait-and-switch advertising.
10
Q
Sales and channel management research
A
- High pressure sales tactics
- Unfairly disparaging competitors’ goods
- Channel loading
11
Q
Triple Bottom Line
A
- People
- Planet
- Profit
12
Q
People
A
- Working conditions
- Fair wages
- Human rights
- Women’s rights
- Children’s rights
13
Q
Planet
A
- Climate change
- Pollution and toxins
- Use of resources
- Recycling, non-renewables, product disposal
14
Q
Animals
A
- Consumption
- Animal testing
- Animal cruelty
- Farming practises
15
Q
Addressing ethical issues in database marketing
A
- Marketers must continue to work at self-regulation regarding privacy protection.
- Firms that build their databases from within, as opposed to buy lists from other sources, are able to maintain the privacy of their customers.
- Customer permission and notification should be sought.
- Customers generally want firms to reduce the volume of catalogue and advertising mail while simultaneously increasing the relevance of that information.
