difficult to enforce, increase emphasis on ethics and socially responsible behaviour Socially Responsible Behaviour Companies encourage their managers to look beyond what the regulatory system allows and simply “do the right thing”. Seek out ways to protect the long-run interests of their consumers and the environment Caused- Related Marketing Exercise their social responsibility and build more positive images, many companies are now linking themselves to worthwhile cause E.g. Eyewear company warby parker offer designer glasses at a revolutionary low price while also leading the way socially conscious businesses. For every pair of glasses sold, warby parker distributes a pair to someone in need Cause-related marketing ha become a primary form of corporate giving Cause- related marketing has stirred some controversy. Critics worry that it’s more a strategy for selling than a strategy for giving- that “cause-related” marketing is really “cause-exploitative” The Cultural Environment Cultural Environment: consists of institutions and other forces that affect a society’s basic values, preferences, and behaviours People grow up in a particular society that shape their basic beliefs and value Society’s major cultural views are expressed in people views of: - Themselves: people vary in their emphasis on serving themselves versus serving others. Some people seek personal pleasure, wanting fun, change, and escape. Other seek self-realization through religion, recreation, or the avoid pursuit of careers or other life goals. People use product, brand, and service as a means of self expression, and they buy products and services that match their views of themselves - Others: people attitudes toward and interactions with other shift over time. Rather interacting less, people are using online social media and mobile communications to connect more than ever. More people meet, network, tweet, and socialize online - Organizations: people vary in their attitudes toward corporations, government agencies, trade unions, universities, and other organizations. By and large people are willing to work for major organizations and expect then, in turn, to carry out society work
- Society: people vary in their attitudes towards their- society nationalists defend it, reformers want to change it, and malcontents want to leave it. Peoples orientation to their society influences their consumption patterns and attitudes toward the marketplace - Nature: people vary in their attitudes toward the natural world- some feel ruled by it, other feel in harmony with it, and still others seek to master it. A long-term trend has been people’s growing mastery over nature through technology and the belief that nature is bountiful. People have recognized that nature is finite and fragile; it can be destroyed or spoiled by human activities - Universe: Finally, people vary in their beliefs about the origin of the universe and their place in it.
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- Spring '11
- Marketing, Customer- Driven Marketing Strategy, Customer- Engagement Marketing, Customer- Value Marketing