Being socially responsible means an organization shows concern for thepeople and environment in which it transacts business. It alsomeans that these values are communicated and enforced by everyonein the organization and, in some cases, with business patners, such asthose who sell products to the company (e.g., supplier of raw materialfor product production) and those who help the company distribute andsell to other customers (e.g., retail stores). In addition to insuring these values exist within the organization andits business partners, social responsibility may also manifest itself in thesuppot of social causes that help society. For instance, marketers maysponsor chaity events or produce cause-related advetising. Marketers who are pursuing a socially responsible agenda should bear inmind that such efforts do not automatically translate into increased revenue or even an improved public image. However, organizations that consistently exhibit socially responsible tendencies may eventually gain a strong reputation that could pay dividends in the form of increased customer loyalty.Shortly discuss the rights of consumerism.Ans : John F. Kennedy had equated the rights of the ordinary American consumer with national interest. He gave the American consumer four basic rights:The Right to Safety - to be protected against the marketing of goodswhich are hazardous to health or life. The Right to Choose - to be assured, wherever possible, access to a varietyof products and services at competitive pieces: and in those industries wherecompetition is not workable and Government regulation is substituted, anassurance of satisfactory quality and service at fair picas. The Right to Information - to be protected against fraudulent, deceitfulor grossly misleading information, advertising, labeling, or other practices,and to be given the facts s/he needs to make an informed choice. The Right to be Heard - to be assured that consumer interests willreceive full and sympathetic consideration in the formulation ofGovernment policy, and fair and expeditious treatment in itsadministrative tribunals.' Kennedy recognized that consumers are the largest economic group in thecountry's economy, affecting and affected by almost every public and privateeconomic decision. But they were also the only important group who werenot effectively organized, whose views were not heard. Therefore, the Federal Government, by nature the highest spokesman for allpeople, had a special obligation to the consumer's needs. Thirteen yearslater President Gerald Ford felt that the four rights constituted in Kennedy'sBill of Rights were inadequate for a situation where most consumers arenot educated enough to make the right choices. So he added the Right toConsumer Education, as an informed consumer cannot be exploited easily.