Corporate Social Responsibility LEARNING OBJECTIVES Explain the role of social responsibility in marketing So far we have focused on ethical dilemmas in terms of risk. If a company acts unethically, it risks damaging its reputation and its customers’ trust—worse, it can face lawsuits and criminal prosecution. In this section we’ll discuss one of the ways in which companies attempt to get out in front of such risks by taking a proactive stance on ethics,… Read More »Corporate Social Responsibility

New Challenges in Marketing Ethics LEARNING OBJECTIVES Identify ethical issues introduced through new marketing channels New marketing channels create opportunities for new tactics, but sometimes these developments bring new ethical challenges. Eventually society may establish what is acceptable behavior and what is not, but that process takes time. In the following blog post, marketer Augie Ray explains growing sensitivities around the appropriate uses of social media, and shares his guidance to marketers… Read More »New Challenges in Marketing Ethics

Common Ethical Issues in Marketing LEARNING OBJECTIVES Identify common ethical issues and their impact on individuals and organizations Consider the following business situation: You’re a member of the marketing team for a B2B company that sells software to restaurants. Your product is a point-of-sale system that manages orders, menus, and staff scheduling. While it generally works well, there are sometimes glitches that cause it to drop orders, and the system goes down… Read More »Common Ethical Issues in Marketing

Defining Ethics LEARNING OBJECTIVES Define ethics in the context of marketing Ethics is the set of moral principles or values that guides behavior. There is a general recognition that many, if not most, business decisions involve some ethical judgment. Each party in a marketing transaction brings a set of expectations regarding how the business relationship will exist and how transactions should be conducted. For example, when you as a consumer wish… Read More »Defining Ethics

Introduction to Ethical Marketing Issues What you’ll learn to do: describe the types of ethical and social responsibility issues that marketing must address We will begin by introducing definitions to clarify ethical terms and then turn to the issues that marketing professionals most often encounter. If you’ve taken other business courses, you’ve probably studied business ethics and have some familiarity with examples of corporate malfeasance (which is a fancy term for unethical behavior).  These… Read More »Introduction to Ethical Marketing Issues

Why It Matters: Ethics and Social Responsibility Why learn about ethics and social responsibility? Generally speaking, students believe that there are two primary reasons to act ethically: Acting ethically is the right thing to do from a moral perspective; If you act unethically, then you might get caught and be punished. Neither of these is a bad reason to apply principles of ethics and social responsibility, but it is worth considering another reason,… Read More »Why It Matters: Ethics and Social Responsibility

Putting It Together: Marketing Strategy Since Southwest Airlines is a familiar example by now, let’s do a more complete review of its strategy to help with your assignments in this course. In this module we have focused on the following aspects of marketing planning: Evaluate marketing strategies for alignment with the organization’s corporate strategies Show how common analytic tools are used to inform the organization’s strategy Explain inputs and components of… Read More »Putting It Together: Marketing Strategy

Customer-Relationship Strategies and Management LEARNING OBJECTIVES Describe how businesses use buyer personas to better understand the target customer Define customer relationship management A situation analysis can reveal whether a company’s relationship with customers is a strength to be exploited or a weakness that needs to be addressed. In many cases it’s a bit of both. For instance, a company might have loyal customers in one demographic but fail to hold the… Read More »Customer-Relationship Strategies and Management

Introduction to Customer Relationships What you’ll learn to do: explain how the development and maintenance of customer relationships are an essential part of an organization’s marketing strategy If you are getting the impression that an organization’s planning around marketing strategy, tactics, and objectives is very complex, you are perceptive. There are a lot of variables for companies to consider, align, and track, and occasionally an important part of the planning… Read More »how the development and maintenance of customer relationships

Diversification Example LEARNING OBJECTIVES Give some examples of corporate strategies Disney Diversification: create new opportunities by creating new products that will be introduced in new markets Disneyland Toontown When you hear the word Disney, what comes to mind? Many people think of Disney movies such as Cinderella and Beauty and the Beast or theme parks like Disneyland and Disney World. Disney’s product portfolio also includes Marvel Comics, television network ABC, and cable sports channel ESPN. The company has… Read More »Diversification Example : create new opportunities by creating new products that will be introduced in new markets