introduction to marketing the role of marketing within a firm customer wants and needs marketing decisions product placement promotion and price are four elements of the marketing mix siva solution incentive information value and access the marketing exchange relationship building with various stakeholders the marketing environment marketing by individuals and firms marketing methods used to deliver value evolution of the marketing orientation contemporary relationship marketing business marketing social marketing branding… Read More »Marketing communication Strategies and Planning

Nonprofit Marketing Unique Issues in Nonprofit Marketing Strategies Non-profits’ marketing strategies enable them to focus on maximizing revenues in order to reach their goals rather than for profits. LEARNING OBJECTIVES Explain how the marketing strategies of non-profits differ from those of for-profit organizations KEY TAKEAWAYS Key Points The primary difference between for- profit and non-profit organizations is that for-profit organizations look to maximize wealth, whereas non-profit organizations look to provide… Read More »Nonprofit Marketing

Including Ethics in Strategic Planning Promoting Ethical Behavior through the Planning Process Building ethics into strategic planning is an important consideration for upper management when setting organizational processes and objectives. LEARNING OBJECTIVES Recognize and describe the process for building ethics into strategic planning processes KEY TAKEAWAYS Key Points Building consistent values and ethics into an organizational culture starts with effective strategic planning. Stakeholder theory is a strong starting point for… Read More »Promoting Ethical Behavior through the Planning Process

Social Responsibility Audits Social responsibility audits are a process of evaluating a corporation’s social responsibility performance. LEARNING OBJECTIVES Apply the general concept of auditing to the larger framework of social responsibility within organizations KEY TAKEAWAYS Key Points Social responsibility audits rely on a process of accounting known by various names, including social accounting, sustainability accounting, corporate social responsibility (CSR) reporting, environmental and social governance (ESG) reporting, and triple-bottom-line accounting. Most… Read More »Social Responsibility Audits

Types of Social Responsibility: Philanthropy Philanthropic corporate social responsibility involves donating funds, goods, or services. LEARNING OBJECTIVES Describe philanthropy through the lens of corporate social responsibility KEY TAKEAWAYS Key Points Philanthropic corporate social responsibility involves donating funds, goods, or services to another organization or cause. For example, the local branch of a bank might donate money to fund the purchase of uniforms for a school sports team, or a health… Read More »Types of Social Responsibility: Philanthropy

Introduction to Corporate Social Responsibility Corporate social responsibility is a company’s sense of obligation towards social and physical environments in which it operates. LEARNING OBJECTIVES Explain the purpose and types of corporate social responsibility KEY TAKEAWAYS Key Points Corporate social responsibility (CSR) can be described as embracing responsibility and encouraging a positive impact through the company’s activities related to the environment, consumers, employees, communities, and other stakeholders. Corporate social responsibility… Read More »Introduction to Corporate Social Responsibility

Types of Social Responsibility: Sustainability One type of corporate social responsibility focuses on three key dimensions of sustainability—environmental, social, and economic. LEARNING OBJECTIVES KEY TAKEAWAYS Key Points Sustainability generally refers to a company’s capacity to endure over the long term through renewal, maintenance, and sustenance. From an organizational perspective, it includes stewardship for sustaining not just the organization but also its various stakeholders. While a universally accepted definition of sustainability… Read More »Types of Social Responsibility: Sustainability

Corporate Social Responsibility The Financial Value of Social Responsibility CSR provides a financial return in the form of lower costs, higher revenue, and returns to investors. LEARNING OBJECTIVES Discuss the argument that the short-term costs of social responsibility generate long-term revenues exceeding those costs KEY TAKEAWAYS Key Points Evidence links socially responsible business practices to improved financial performance. Socially focused investors also see a financial return in socially responsible business… Read More »Corporate Social Responsibility

Ethics in Marketing Issues in Marketing A company must have ethical marketing policies to guide their pricing, advertising, research, and competitive strategies. LEARNING OBJECTIVES Identify the common ethical issues associated with products, pricing, promotion and placement within the marketing mix KEY TAKEAWAYS Key Points Each party in a marketing transaction brings expectations regarding how the business relationship will exist. For example, if a consumer wishes to make a purchase from… Read More »ethical marketing policies to guide

Defining Ethics Ethics are the set of moral principles that guide a person’s behavior. LEARNING OBJECTIVES Define ethics and how it applies to organizations KEY TAKEAWAYS Key Points Ethical behavior is based on written and unwritten codes of principles and values held in society. Ethics reflect beliefs about what is right, what is wrong, what is just, what is unjust, what is good, and what is bad in terms of human behavior.… Read More »Define ethics and how it applies to organizations