Advance Marketing

1. SOCIAL RESPONSIBILITY AND
MARKETING ETHICS
Presented by :
Dhiya Mariya Dias
Novita Hemrom
Vishwajeet Kumar Das
Sheshadri Yelkaraju
Yadav Nitesh Bharatlal

2.  An organization’s obligation to make decisions and perform
them for the benefit of society and its values is known
as social responsibility.
 It is assumed under social responsibilities that the businesses
will respect the values and aspirations of society and try their
best to fulfill these aspirations and accomplish their business
goals.
 The concept of social responsibility holds that businesses
should be good citizens, balancing their money-making
operations with activities that benefit society, be it on a local,
national, or global scale.
 Social responsibility in marketing involves focusing efforts on
attracting consumers who want to make a positive difference
with their purchases.
In the words of Keith Davis,“Social Responsibility refers to the
businessman’s decisions and actions taken for reasons at least
partially beyond the firm’s direct economic or technical
interests.”
Social responsibility

3.  Social responsibility in business is also known as Corporate
Social Responsibility (CSR).
 By practicing corporate social responsibility, also
called corporate citizenship, companies can be conscious of
the kind of impact they are having on all aspects of society,
including economic, social, and environmental.
 To engage in CSR means that, in the ordinary course of
business, a company is operating in ways that enhance society
and the environment instead of contributing negatively to
them.
C S R

4. voodoo
Legal Responsibility
Environmental
Responsibility
Ethical Responsibility
Economic Responsibility

5. Need for CSR
Today’s world has changed a lot
compared to the past years. Now,
society expects different things
from a business besides the
supply of goods and services. As
society provides companies with
different resources like labor,
natural resources, etc., it expects
something good in return for
their welfare.
Changing expectations
of society:
Companies spend a lot of money
on brand building and a good
image in society. To do so, an
organization can also perform
socially responsible practices
that will it result in profitability,
increased sales, sustainable
growth, a good image and
attraction of talent.
Reputation of the
company
One of the aims of businesses while
producing and selling goods and
services to customers is optimum
utilization of resources. As we know
that with the increase in population,
resources have become scarce, and
we need to save them for future
generations. Therefore, business
organizations need to make optimum
utilization of resources and work with
social responsibility.
Optimum utilization of
resources

6. Businesses use natural resources
for their daily activities of the
business and usually degrade the
environment in the process.
Therefore, business organizations
need to avoid environmental
degradation caused by them. It not
only benefits society, but also gives
firms a chance to grow their
business in a healthy and safe
environment.
Better environment for
business
Practicing socially responsible
practices not only helps society, but
also proves to be beneficial for the
companies in the long run. It
means that if a company has an
image in the market as a brand or
firm that serves society besides
earning a profit, it will build the
company’s image and will be good
for its self-interest.
Long-term self-interest
The consumer of the present world
is more educated and aware of their
rights and powers as compared to
the past. They know when a
business is engaged in unfair trade
practices, giving them bad quality
goods and services, charging more
price, etc., and what measures they
can take for the same. Therefore,
organizations need to work with
social responsibility to retain
existing customers and attract more.
Growth of Consumer

7. Benefits of CSR
Risk Mitigation
By adhering to CSR practices, companies
can mitigate risk by avoiding troubling
situations and complying with favorable
activities.
Employee Engagement
CSR-related values align firms and
employees serve as non-financial job
benefits that strengthen employee retention.
Works are more likely to stick around a
company that they believe in. This in turn
reduces employee turnover and the total cost
of a new employee.
Brand Recognition
Customers are increasingly becoming more
aware of the impacts companies can have on
their community, and many now base
purchasing decisions on the CSR aspect of a
business. As a company engages more in
CSR, they are more likely to receive
favorable brand recognition.
Investor Relations
For companies looking to get an edge and
outperform the market, enacting CSR
strategies tends to positively impact how
investors feel about an organization and
how they view the worth of the company.

8.  Marketing ethics serve as moral principles and values that
should be followed during marketing communication.
 They are the guidelines that let companies decide about their
new marketing strategies. But also keep in mind that it depends
on one’s judgment of ‘right’ and ‘wrong.’
 Any unethical behavior is not necessarily unlawful.
 Marketing ethics fosters fairness and honesty in all
advertisements.
 Any fraudulent claims to the customers, intruding on
consumers’ privacy, stereotyping, and targeting the vulnerable
audience (like children and elderly) are deemed unethical. Even
trying to damage the competitor’s image is considered immoral.
MARKETING ETHICS

9. Long-term gains
By adopting appropriate marketing ethics,
brands can engage prospects with high
credibility, customer loyalty, significant
market share, improved brand value, better
sales, and better revenue.
Customer Loyalty
With the proper adoption of ethics in
business and operation, the company can
earn its consumers’ loyalty, trust, and
confidence that can serve in the long run.
Enhancement of brand value
Once proper ethical marketing is followed by
the organization, the public in the form of
consumers, competitors, stakeholders, etc.,
look up to such organizations and pursue such
brands with dedication
Satisfaction of basic human
wants and needs
Once an organization is on route to the
appropriate marketing ethics, it solves its
customers’ basic requirements and desires in
the form of trust and honesty.
Improved credibility
When the organization keeps its
commitments surrounding its services and
products on a constant and consistent basis,
it goes towards turning itself into an genuine
brand in the market and customers’ minds.
Reaching financial goals
To function smoothly for long periods, the
company has to have good financial
partners that allow them to grow and make
significant strides in the market.
Importance of
marketing ethics
Ethical marketing is important to an
organization’s overall growth and
development over time.
The involved set of guidelines and rules
leads to a purely good, organized
roadmap for everyone to follow.

10. GREENWASHING
 Greenwashing is the practice of marketing a company or
organization so they appear more environmentally friendly or
more ecological when in practice its activities pollute the
environment.
 Greenwashing is therefore considered abusive or misleading
because the company improperly positions itself as more green
than it actually is.
 Greenwashing has two consequences:
 It misleads consumers;
 It doesn't bring about any improvement regarding the
reduction of greenhouse gases and climate change.