LECTURE 12 - SOCIAL AND SUSTAINABLE MARKETING

Question 1

Define ethics in marketing

Answer 1

emphasizes “good ethics is good for business” but acknowledges grey areas

Question 2

define social marketing

Answer 2

aims at behavior change for social good, differentiating it from traditional marketing focused profits

Question 3

define corporate social responsibility (CSR)

Answer 3

organizations acting beyond legal requirements for societal well-being

Question 4

define sustainable marketing

Answer 4

balances current consumer/business needs with future generations’ needs

Question 5

ethical & legal issues in marketing - common issues

Answer 5

• selling (eg. bribery, trade secrets, discrimination)
• advertising (eg. false, deceptive, bait-and-switch tactics)
• pricing (eg. price-fixing, predatory pricing)

Question 6

ethical & legal issues in marketing - business ethics code

Answer 6

Australian codes set guidelines for professional and ethical conduct

Question 7

case studies of unethical practices

Answer 7

• Volkswagen emissions scandal: $20 billion in fines and compensations across the US, Germany and Canada
• impact of unethical behavior: high-profile cases (eg. Enron, JPMorgan) show financial and reputational costs

Question 8

marketing impacts on consumers and prices

Answer 8

1. criticisms:
   - high prices due to distribution, advertising and markups
   - deceptive practices, planned obsolescence, and high-pressure sales tactics
2. debate on value vs. price: while critics argue marketing adds only psychological value, marketers assert that they deliver genuine value

Question 9

explain planned obsolescence & false wants

Answer 9

• products may be designed to become obsolete to stimulate new purchases
• promotion of luxury and status-driven goods is criticized for fueling materialism and consumerism

Question 10

social marketing vs commercial marketing

Answer 10

• social marketing focuses on changing behaviors for societal benefits rather than profit
• It applies in health, environmental, and economic issues, often used by governments and nonprofits

Question 11

benchmark criteria for social marketing

Answer 11

• behavior change: the primary goal
• audience research: understanding target groups’ needs and preferences
• segmentation: tailoring messages to specific demographics
• exchange: highlighting the benefits of change over current behaviors
• marketing mix: using diverse tactics beyond just communication (product, place, price, promotion)
• competition: identifying and addressing competing behaviors

Question 12

three social marketing streams

Answer 12

• downstream: targets individual behavior change
• midstream: focuses on community-level influences
• upstream: aims at systemic changes via policy and environment

Question 13

define non-profit marketing

Answer 13

marketing activities focused on social objectives rather than profit

Question 14

explain CSR in nonprofits marketing

Answer 14

often holds organizations to high standards due to community expectations

Question 15

explain challenges in non-profit marketing

Answer 15

limited acceptance for aggressive tactics like telemarketing

Question 16

explain corporate social responsibility (CSR)

Answer 16

1. principles: companies self-regulate to ensure positive social and environmental impact
2. green marketing: promotes eco-friendly products and sustainable practices
3. cause-related marketing (CRM): ties charitable contributions to company revenue, benefitting both society and brand reputation

Question 17

define sustainable marketing

Answer 17

meeting current needs responsibly while preserving future generations’ abi to meet theirs

Question 18

sustainable marketing - issues of greenwashing

Answer 18

misleading consumers about the environmental benefits of products