U2 AOS2 KK9 CSR

Question 1

Define Corporate Social Responsibility

Answer 1

The measures taken by a business to go above and beyond its legal obligations in order to benefit the community, environment or its employees.

Question 2

Why is it important for businesses to consider CSR in marketing?

Answer 2

It is important to provide the most accurate information to customers to enable them to make a decision about whether your goods/services are suitable to meet their needs.

CSR in marketing can also inform the public of the good work carried out by the business which demonstrates that the business is socially responsible (concerning the environment, community and its employees)

Question 3

What are 3 criticisms of marketing?

Answer 3

1. Creates artificial needs leading to materialism.
2. Portrays stereotypical images of males and females in a way that makes them look aspirational.
3. Overuse of sexual themes and connotations to advertise and sell products. Unrealistic images are portrayed as attainable.
4. Lacks a strong code of professional conduct.
5. Terms such as ‘special’, ‘great value’ can be interpreted differently and not always accurately.
6. Tracking web users and using information for targeted advertising on search engines and social media can invade privacy.
7. Certain sponsorship deals might be seen as unethical, especially if marketing to children.
8. Marketing junk food as being ‘an essential part of a balanced diet’ is criticised by nutritionists.

Question 4

List two types of socially responsible marketing

Answer 4

Community sponsorship
Green marketing

Question 5

Briefly outline community sponsorship

Answer 5

Supporting local organisations such as sports teams through donations of money, equipment or facilities. In return, the business can display signage at the sports ground and a sponsorship certificate at its own business premises.

Question 6

Briefly outline green marketing

Answer 6

Selling products or services by highlighting their environmental benefits.
Eg. “organic,” “eco-friendly,” “recyclable,” or “sustainable”.

Question 7

How does community sponsorship help businesses to establish brand identity and customer base?

Answer 7

Customers will be more likely to support a business that is supporting the community – this can also lead to customer loyalty.

Question 8

How does green marketing help businesses to establish brand identity and customer base?

Answer 8

Customers feel that they are supporting the environment or another charitable cause and are therefore encouraged to select these products over rivals.