Topic integrating ethics into marketing strategy 127

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Topic: Integrating Ethics into Marketing Strategy 127. (p. 71) A local deli has decided that for every $200 in food that it sells, it will donate ten volunteer hours towards picking up trash in the local parks, with special attention to separating recyclable items. Use the Corporate Social Responsibility Framework to identify the potential inputs and outputs of this new program. Sample answers: Inputs * Consumer--Concern for the environment is an important social trend valued by many individuals. * Company--Recycling and trash cleanup can fit well with sales of deli food. Consumers may buy deli sandwiches for picnics in the park. * Cause--The cause selected is to clean up the local environment--specifically, the parks. Outputs * Consumer--Consumers will appreciate the deli's efforts and it may increase awareness of the deli as an option for lunch (especially in the park). * Company--Greater awareness and word-of-mouth may increase sales. * Cause--Additional resources will be available for cleanup. Perhaps other businesses will follow the example and also get involved. AACSB: Ethics Blooms: Apply Difficulty: 1 Easy Learning Objective: 03-05 Describe the ways in which corporate social responsibility programs help various stakeholders. Topic: Corporate Social Responsibility
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