Concerns about the marketing system have led to citizen action movements . Consumerism is an organized social movement intended to strengthen the rights and power of consumers relative to sellers. Alert marketers view it as an opportunity to serve consumers better by providing more consumer information, education, and protection. Environmentalism is an organized social movement seeking to minimize the harm done to the environment and quality of life by marketing practices. The first wave of modern environmentalism was driven by environmental groups and concerned consumers; the second wave was driven by the federal government, which passed laws and regulations governing industrial practices affecting the environment. The first two waves of environmentalism are now merging into a third and stronger wave, in which companies are accepting responsibility for doing no environmental harm. Companies now are adopting policies of environmental sustainability —developing strategies that both sustain the environment and produce profits for the company. Both consumerism and environmentalism are important components of sustainable marketing. OBJECTIVE 4 Describe the principles of sustainable marketing. Many companies originally resisted these social movements and laws, but most now recognize a need for positive consumer information, education, and protection. Under the sustainable marketing concept, a company’s marketing should support the best long-run performance of the marketing system. It should be guided by five sustainable marketing principles: consumer-oriented marketing , customer-value marketing , innovative marketing , sense-of-mission marketing , and societal marketing . OBJECTIVE 5 Explain the role of ethics in marketing.
Increasingly, companies are responding to the need to provide company policies and guidelines to help their managers deal with questions of marketing ethics . Of course, even the best guidelines cannot resolve all of the difficult ethical decisions that individuals and firms must make. But there are some principles from which marketers can choose. One principle states that the free market and the legal system should decide such issues. A second and more enlightened principle puts responsibility not on the system but in the hands of individual companies and managers. Each firm and marketing manager must work out a philosophy of socially responsible and ethical behaviour. Under the sustainable marketing concept, managers must look beyond what is legal and allowable and develop standards based on personal integrity, corporate conscience, and long-term consumer welfare. Discussing the Concepts
- Spring '15